Virgin Atlantic is planning to invest £100 million in its business class product, with an “enhanced seat”, “futuristic bar” and fine dining inflight service.
The new Upper Class offering will launch on new Airbus A330-300 aircraft due for delivery “later in the spring”, and will debut on Virgin’s New York JFK morning service, before being rolled out to all of the carrier’s Heathrow routes over the next three years.
Virgin says the investment will include “a new cutting edge Upper Class cabin including an enhanced seat, a futuristic bar, and many other cabin updates to give passengers a unique flying experience”. Passengers will also benefit from a new fine dining in-flight experience, with “customised menus, new crockery and enhanced service”.
In addition the carrier is to open a new Clubhouse at JFK – Virgin said that “Exact details of the clubhouse and onboard product enhancements are being kept top secret but will set new standards for the industry”.
The new lounge is expected to open in March, and will be located airside (as opposed to the current landside offering). The 10,000 square foot facility will feature an "Uptown themed space", and passengers will also benefit from the carrier's first overseas spa.
Virgin recently unveiled a new economy dining service, along with plans to refurbish its Gatwick fleet, as part of a $2.2bn aircraft investment programme.
The carrier also began taking delivery of new Airbus A330 aircraft last year, with early deliveries featuring a two-class economy and premium economy layout.