Virgin Australia’s new chief executive Jayne Hrdlicka has unveiled her grand plans to save the airline from its financial woes.
Virgin Australia’s new chief executive, Jayne Hrdlicka, has unveiled her grand plans to resurrect the airline from its financial woes, sparked by the coronavirus lockdown.
In a statement on Wednesday morning, Ms Hrdlicka said the new Virgin would target the mid-market of the aviation industry and would cater to price-conscious travellers wanting a premium experience.
“Australia already has a low-cost carrier and a traditional full-service airline, and we won’t be either,” she said, in reference Jetstar and Qantas, respectively.
“Virgin Australia will be a mid-market carrier appealing to customers who are after a great value airfare and better service.”
Virgin Australia in March entered voluntary administration after the onset of the pandemic, which halted the majority of the airline’s operations.
The former boss of rival airline Jetstar between 2012 and 2017 said the Adelaide COVID-19 cluster outbreaks highlighted the ongoing uncertainty plaguing the travel market, but demand for flights was improving.
“As we have seen with the recent issues with South Australia, the travel market remains uncertain. We are however seeing some positive signs of recovery,” she said.
“We expect continued volatility, but as demand recovers, we’ll achieve a market share consistent with our pre-COVID position and continue to invest in, and grow, the fleet in line with increases in demand.”
Virgin Australia has also confirmed all its lounges will reopen and will be the only domestic airline offering three different seating classes.
The airline will retain its regional flight business and expects to retain one-third of the Australian aviation market, which it held before the health crisis.