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Richard Branson Reacts to Alaska Airlines’ Decision to Retire Virgin America Brand
The news comes after months of speculation about whether Alaska, which acquired Virgin America in late 2016, would keep its brand, which is viewed as having broad marketing value.
Richard Branson shared some words of inspiration in his personal blog . Read Branson’s full letter below.
Dear Virgin America,
With a lot of things in life, there is a point where we have to let go and appreciate the fact that we had this ride at all. Many years ago, I shed tears over selling my beloved Virgin Records for $1 billion, which we needed to fight off British Airways’ Dirty Tricks campaign to try to put Virgin Atlantic out of business. Many tears are shed today, this time over Alaska Airlines’ decision to buy and now retire Virgin America.
It has a very different business model and sadly, it could not find a way to maintain its own brand and that of Virgin America.
When a company goes public, decisions are made that benefit the shareholders. In the best of times, they also benefit consumers. It remains to be seen what will happen now – for travellers – with fewer airlines in the US than ever. Being different and on a mission to truly reinvent an experience for the customer is increasingly rare in this business.
Remember that time from 2004 to 2007 when we leased planes that were sitting on the runway while we waited for the US government to give us a license so that we could make flying good again? Remember the naysayers who said you could not create an experience-driven airline in the US and survive? Remember launch day – August 8th, 2007 – when even an epic tornado didn’t stop our brilliant team getting our first flight an on-time departure?
Farnborough Air Show 2016 Airbus wins $35 billion of aircraft orders.(Opens in a new browser tab)
Remember that time in 2014 when Dallas residents signed a petition to make sure city council members did the right thing and gave us two gates at Dallas Love Field? And the party we threw to thank Dallas for letting us fly? The legacy airlines kept trying to stop us flying. But we won over people in Newark, Chicago and Boston in similar fashion. We grew to more than 25 cities, swept every single major consumer travel award and became profitable. Even if the industry ‘experts’ did not, you and your guests always believed that an airline can stay in business by delivering a better flying experience.
We went through a lot together. And you were worth every minute, every penny (there were many!), every battle. We earned every loyal guest and fan. Every market was hard-won. The launch parties, the networking, the productivity on flights, the live concerts at 35,000 feet, the marriage proposals, the first in-flight wedding, the Oprah Skype to the plane! And who could forget that time in 2008 when I nearly ripped my arse jumping off the side of The Palms in Vegas?
It was a long and hard journey but in the end you are the best consumer airline in America. You invented concepts like ‘moodlighting’ and ‘on-demand food,’ you reinvented cabin amenities from seat-to-seat chat to Netflix in the sky. You chose warm and soothing pink to purple moodlighting that transitions based on outside light. You proved it is possible to run a business with a strategy that does not rely on low fares and a dominant position alone: you attracted premium flyers with a fun and beautiful guest experience. You created the world’s most loved safety video. You proved that it is possible to create a business with a terrific culture and a brand that people love.
You let Teammates think differently, and invested a lot of time and money into lifting your Teammates up with extraordinary training. You also gave back at every turn, even when you weren’t yet profitable. Investing in and operating one of the youngest and most fuel and carbon efficient fleets in the US. Starting mentoring conversations among seasoned and aspiring entrepreneurs. Putting the spotlight on adopting animals that need homes on the adorable annual Chihuahua airlift day. One of my favourite moments was joining KIPP students on a flight to watch Virgin Galactic’s WhiteKnightTwo fly alongside us; the flight inspired a new generation of engineers and pilots and ensured that an exciting future of transportation belonged to everyone. Throughout it all, you aimed to make flying good again – and you did.
To each of your brilliant Teammates, I know that you will continue to do great things, whether you stay on with Alaska or pursue a different path. Build a business that puts its people first. Work with partners who share your same progressive and inclusive values. Focus on delivering a great customer experience, and success will come. Make business a force for good. Stay positive; attitude is everything.
To our wonderful guests, I speak for everyone at Virgin America when I say we are eternally thankful. For believing in the little airline that could. For giving up your miles on “Blah airlines” – so you could fly us for the experience. For supporting us in every tussle we got in with the big guys. For believing that all airlines don’t have to be the same – and that experience matters.
You would not believe the number of people who tell me how much they love flying Virgin America. Keep expecting – and demanding – more from your airlines! If you miss flying Virgin America, you still have your beautiful sisters; Virgin Atlantic is starting service from London to Seattle next week, and Virgin Australia is starting direct service from Melbourne to Hong Kong the week after that. Virgin flies on.
Businesses come and go but beloved brands make lasting impressions and remain in your heart. Virgin’s purpose is to change business for good. We give humans permission to be and do the best they can. With that simple approach, Virgin builds companies around the world that get into your heart. We earn lasting loyalty and love that you don’t normally see for a bank or a health club or a small satellite launcher. We have all those and more. We have been busy building a number of new and exciting Virgin businesses in the US, and they are gathering pace. Later this year in San Francisco, we will open a Virgin Hotel and put on our first Virgin Sport US festival. We have just launched the Virgin Pulse Global Challenge, Virgin Voyages has started building the first of its three ships, and we continue to expand our space tourism and small satellite launch businesses in southern California. As an entrepreneur’s brand, Virgin is always starting new businesses. And we will not stop.
Airlines
Akasa Air vs. Pilots: Delhi High Court Upholds DGCA’s Authority to Act in Case of Contractual Breaches
The Directorate General of Civil Aviation (DGCA) is authorized to take action against pilots who violate civil aviation rules (CAR), the Delhi High Court ruled on Wednesday.
Akasa Air initiated legal action against pilots who had quit their jobs without giving the required notice by their contracts. In response to a request from the startup airline, which claimed it was in a crisis as a result of the sudden and abrupt resignation of 43 pilots who left the airline without providing the required notice period, the civil aviation regulator submitted written responses.
Akasa Air to Add 800 Staff and Fly Internationally(Opens in a new browser tab)
However, the Court ruled that it is now unable to give any explicit instructions to the DGCA and MCA regarding how to respond to a future representation that Akasa might make against defaulting pilots.
The court made it clear that there are no limitations on the DGCA’s power to take action in situations of pilot noncompliance in an interim judgment that offers relief to Akasa Air. The airline firm maintained that it is merely requesting a directive to the DGCA to decide their (Akasa’s) claims against pilots who may depart the airline in the future without serving the notice period, not that it is pressing for any action against the pilots who have already quit.
The Livery of Akasa Air’s Boeing 737-800 Aircraft Has Been Revealed.(Opens in a new browser tab)
The DGCA had stated that it lacked the power or authority to intervene in any employment contract and therefore was unable to affect the employment contract between the pilots and Akasa Air.
The aviation authority said that if Akasa Air doesn’t have enough pilots to continue operating flights, it would be in the interests of all parties if it complies with the requirement to keep a limited schedule.
Airlines
Global Airlines to contract Hi Fly to accelerate A380 Entry into Service
- Under the agreement, Global Airlines will benefit from Hi Fly’s expertise to accelerate the Entry into Service (EIS) programme for the airline’s new fleet.
- Hi Fly, based in Lisbon, has significant A380 technical and operating experience.
- First Global aircraft expected to fly to Europe in the months ahead, with a new registration of 9H-GLOBL
In a significant operational move, Global Airlines and Hi Fly have inked a contract to collaborate on the development and maintenance of the four A380 aircraft the new airline has agreed to purchase.
Hi Fly, the first company to operate the A380 on the secondary market, will collaborate with Global as it gets ready to launch operations to help the new carrier realize its goal of giving passengers the best possible experience when flying commercially.
Hi Fly takes delivery of its first Airbus A380(Opens in a new browser tab)
The EIS and Return to Service (RTS) procedures for Global’s first aircraft, which are anticipated to start in the coming months, are the organisation’s immediate priorities. However, with an affinity for the aircraft and confidence in its long-term potential and popularity, both businesses will look at further possibilities to deepen their partnership.
Hi Fly holds authorization to operate worldwide and currently operates 35,000 flights per year for a base of 140 airlines and governments on a global basis.
Airlines
Lufthansa equips short- and medium-haul aircraft with new cabins
- − Four makes eight: Large overhead compartments hold up to twice as many suitcases
- − For the first time on short-haul routes: holder for tablets and smartphones at every seat
- − More legroom with new ergonomic seats
Customers of Lufthansa will soon enjoy a redesigned cabin environment on short- and medium-haul flights. It provides a great deal of comfort and luxury. The business will gradually outfit 38 Airbus A320s already operating for Lufthansa with the new cutting-edge cabin beginning in spring 2025.
More space for carry-on luggage: The 40 percent larger compartments allow for the vertical stowage of carry-on items much more quickly and comfortably. As a result, huge overhead bins may accommodate up to twice as many carry-on suitcases or bags as the conventional “bins”.
Boeing and Qatar Airways Finalize Order for 25 737 MAX Airplanes(Opens in a new browser tab)
Each seat has a designated USB connector that can be used by Lufthansa to charge electronic devices. For the first flight ever, Lufthansa is providing a unique holder for tablets and smartphones in each seat. This allows visitors to watch films and television shows on their own devices much more conveniently without having to hold the gadgets in their hands or set them down on the folding table.
Increased legroom: The new seats from the Italian company Geven also provide extra legroom with the same seat spacing, through the ergonomically shaped backrests.
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