Here’s the rest of my interview with Virgin America’s CEO, David Cush. After an interesting chat about restricted airports, we discussed future destinations, airline partnerships, and more.
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Virgin had recently announced a deal with Sahaab Aircraft Leasing (part of Jazeera Airways Group) for four A320s. I wanted to get the details on those. Here’s what David had to say:
“One of them is already in service. It started flying Friday of last week. The second one will come in about one more week. They’re coming in imminently. We actually took possession of those aircraft back in July and put them through all of the modifications that we do, you know, for our cabin interiors and a few other changes we wanted to make on them.”
He continued:
“The other two are coming this year also. And as a matter of fact we have possession of those other two. They’re currently in modification. And we have two other aircraft coming direct from Airbus later this year, one of which will go into service this year, one of which will go into service next year. So we’ll have 33 airplanes flying but have possession of 34 airplanes by the end of the year.”
In addition to those aircraft, the airline is scheduled to take on twelve more next year. I was wondering what Virgin was planning to do with that additional capacity – are they focusing on new markets or are there opportunities to build up capacity on some of the airline’s existing routes?
David said that “we’ll do a little of both. As an example, we’re starting our JFK-LAX number six, our sixth [daily] flight in about two weeks. And we’ll add some additional schedule probably into some of the current routes we’re flying, but we also plan on starting a couple of new cities next year. Obviously, we have Dallas coming up, we have Cabo, we have Cancun, but I would guess at least two cities on top of that next year, but also some additional frequency in existing markets.”
I was also very interested in the performance of Toronto. David said the destination is “doing fine,” and noted that “it’s a tough market with strong competition.” “Obviously, it’s a highly seasonal market,” he added, and later said that “anytime you go into a market with strong competition that’s heavily seasonal the first winter’s going to be tough, but I think the performance thus far has been everything we expected it to be.”
Toronto also interested me because of the recently-announced joint venture between United and Air Canada. “I guess my view on that, again, comes down to the fact that there are not access problems in any of these airports that are covered by it, and they will certainly have tremendous market power, but I think that’s fine,” said David.
He continued: “As long as you can get into airports, the fact that someone is a strong competitor should not be a reason to keep them from cooperating. I think in general our view is that it will certainly make Air Canada and United tougher to compete against, but it’s something that from a competition standpoint should be allowed and we’re ready to compete with them.”
The airline also recently changed its bag policy, allowing one free checked bag to international destinations. Here are David’s thoughts on the change:
“We absolutely think it differentiates us. It is a little bit unusual that everyone has Canada under the US bag policy but not Mexico. Mexico is one free bag. Our reason for doing that, very simply, is our primary competition to Toronto is Air Canada and Air Canada has a free baggage allowance, and therefore we know that if we’re going to be successful in that market, we need to compete with them on price, which we do, on service quality, which we think we compete very well with them, but also with bags. It seemed to be a hot button, we listened to our customers and made the change.”
Virgin has added a bunch of interline partners, but I wanted to know if any codeshare relationships were on the horizon. David said Virgin will probably “not be doing codesahre this year. We’ve still got some system changes we need to make, but I would say filing for codeshare with V Australia is fairly imminent. That filing will certainly happen this year. And that’ll be the first one we do, once we get through that one we’ll figure out where we want to go.”
On a related note, I was wondering how the frequently flyer partnerships with the other Virgin carries has been performance. David said the partnership with the folks Down Under has “done very well for us, and the exchange between Virgin Blue, V Australia, and Virgin America is pretty strong. As a matter of fact, it’s very strong.”
David also said that the partnership with Virgin Atlantic “started out extremely strong” and said that “in the first week [of the partnership] we saw a significant amount of accrual in each other’s programs on the other airline…it’s doing everything we would’ve expected it to and more.”
Since we were talking about V Australia, I wanted to see if David had any thoughts on the joint venture between Virgin Blue and Delta being tentatively denied by the DOT:
“I don’t really have anything significant or specific to say about the DOT process. I know that it’s ongoing and we’ll just kind of see where it ends up. But I think all of the Virgin carriers recognize that we have to run our own businesses, and even though we compete with Delta, V Australia has to do what’s best for V Australia and Virgin Blue has to do what’s best for Virgin Blue. So, we cooperate with them. They cooperate with Delta, and hopefully in the end we all make a few bucks.”
And then – finally – the big question. Virgin America has been saying it would post a full-year operating profit in 2010. Is that still the case?
“The wildcard of course is oil prices, and we’re keeping a close eye on what’s going on there. It’s bubbling up into the eighties and jet fuel’s about 50% more expensive than it was at this time last year, so that’s pretty significant,” said David.
“All of that being said, though, I’m still sticking to my guns here that we’re expecting a full-year operating profit this year,” he concluded.
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