Sir Richard Branson-owned airlines will not go down the road of unbundling airfares, the billionaire tycoon has said.
Branson was being interviewed on stage at the National Business Travel Association (NBTA) convention in Houston where the subject of airlines' ancillary revenues has been high on the agenda.
"For me all the amenities available [on an aircraft] are absolute essentials," he said.
"It's only when accountants get involved and start to look at ways to make cuts this happens and then a company is doomed to failure."
Earlier in the day Continental Airlines' chief executive Jeff Smisek told NBTA delegates he believed unbundling airfares was "the right thing to do" because it meant passengers were not subsidising each other depending on, for example, how many bags they were checking into the hold.
But Branson, who owns Virgin Atlantic, Virgin America and V Australia, said: "If we cut leg room, take out stand-up bars and pull limousine services that take our premium passengers to and from the airport then we'd just become the same as any other airline."
Branson, who recently celebrated his 60th birthday, said he was sure the global economy would not suffer a double dip, provided industry worked with increased determination over the coming months.
"In difficult times it is more important to get out and work harder. You must work to create companies and businesses that people want to deal with. With enough determination we can avoid a double dip recession, I am sure."
The Englishman went on to say he was optimistic about the future of the aviation sector, and encouraged corporates not to "wait and see what happens" in terms of the recovery.
"The airline industry is going through something of a boom. Loads in business class and economy are good, we should be enjoying it while it lasts.
"Most companies in the US are doing well, and those who are should be employing more people and working to expand their businesses. The problem is that the private sector seems to be waiting to see what happens and that can create problems."
But he also urged caution in relation to what he called "dirty fuel" and explained why investment in sustainable energy was critical both for the environment and the profitability of the airline sector.
"A study we carried out, if correct, found that demand would exceed supply in about four or five years and we could see a barrel of oil reaching $200.
"Virgin Fuels could provide a viable alternative and provide real competition for the Middle Eastern oil companies," he said.