When I last spoke with Virgin America CEO David Cush in June, he said that one could expect the airline to focus on mid-con flying to business markets. So, it’s not that big of a surprise when Virgin said on Tuesday that they would be coming to Dallas. In Decembere they’ll have two dailies each to LAX and SFO.
Now, the announcement is a couple of days old (sorry), so I will keep my thoughts short here.
Both markets are dominated by American, who can justify a very frequent schedule (especially to LAX) thanks to the fact that about two-thirds of its traffic on both routes are coming from other parts of their network. More passengers means more flights, and common sense would dictate that it creates a better schedule for O&D passengers, helping American (in theory) exact a revenue premium.
So how does Virgin compete here? As always they can show off their product, which is superior to American’s, especially in the back of the bus (in my opinion). Plus, I would like to make the wild guess that the two airlines are competing for slightly different passengers. As I said earlier, a lot of American’s traffic on these routes is connecting passengers. I would also venture to guess that many of the O&D passengers on American are based in Dallas. Virgin America, on the other hand, is a West Coast airline. That would at least be a (slightly) educated guess from me.
But we’ll see how American responds. The last LCC to try competing here was AirTran on DFW-LAX…and uh, they don’t fly it anymore. It is of course in American’s interest to suppress competition – especially considering they will most likely be facing off with Southwest in 2014 when the Wright Amendment restrictions are lifted.
More important than this one route, though, is Virgin America’s financial performance – and we will all get to take another look at that soon. Right now the DOT is scheduled to release Form 41 financial results on September 20 – and Virgin usually shares its results a bit earlier than that. The carrier posted a loss in the first quarter, albeit a smaller one than the first quarter of 2009. Virgin has said a full-year operating profit in 2010 can be expected. Generally the second and third quarters are its best – so these results will be interesting to examine.









For years, United’s Economy Plus has been pretty basic – an economy seat with a few extra inches of legroom (the exact amount varies by aircrafttype). But I discovered an interesting promotion
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