Virgin Blue Holdings Ltd
(ASX:VBA) has unveiled plans for a $30 million makeover.
The airline has long prided itself for being a low-cost cut-price carrier but, according to the Australian Financial Review, is sprucing up its image aimed at attracting the higher-margin and more resilient corporate travellers.
The AFR says Virgin has $30 million of new products and services to compete with Qantas Airways Ltd
(ASX:QAN) who have previously dominated the domestic business-class travel market.
The latest upgrades reportedly include new uniforms, airport lounges and even celebrity chef collaboration.
In the first half of the 2011 financial year Virgin Blue’s earnings fell 62 per cent to $23.8 million.
