Virgin Australia’s radical business class fare cut means turbulence ahead

Virgin Australia’s radical move to permanently slash business class fares by up to 60 percent is the latest move in the ongoing battle to control the lucrative market that has cost airlines hundreds of millions of dollars over the last 10 years.

After the demise of Ansett in 2001, Qantas enjoyed a monopoly on business class for almost 10 years until John Borghetti, passed over for the top job at Qantas, emerged as the chief executive of Virgin Blue in 2009.

Within months of his arrival, he announced a reinvention of the airline, unveiling Virgin Australia, complete with a new business class offering. [MORE]

Geoffery Thomas

World-renowned, multi-award-winning writer, author, and commentator who has taken a holistic view of the aviation industry for more than 40 years. Geoffrey has 42 awards for his works including a Lifetime Achievement Award. He has authored 11 books on the industry. He is the former SE-Asian Editor for McGraw Hill’s flagship Aviation Week & Space Technology and the former Chief Editor of US-based Air Transport World.

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