…and shakes up airline check-in for first and business class flyers

Virgin Atlantic Airways is planning to allow passengers to avoid normal check-in procedures.

Passengers on Virgin’s Upper Class, its equivalent to first and business class, already have a limousine service to the airport. Now their chauffeur will phone ahead to give passenger details to the check-in staff and arrange seat allocation.

On arrival at the airport, the chauffeur will also check in the luggage, after asking passengers standard questions for security requirements. Passengers will then be taken to the departure lounge where they will be given their boarding pass.

The chauffeurs have the same security clearance as other airport staff involved in check-in procedures. The luggage will be stored in a specially built security area used for baggage that has been approved by airport security staff.

Virgin Atlantic says its service will be unique and claims other airlines would not be able to copy it as they do not offer such an extensive limousine facility.

The scheme will begin in September at Terminal 3, the airline’s Heathrow base, and will later be extended to Gatwick airport.

This latest move raises the stakes in the battle for the lucrative business market: what the airlines offer in price and service for this sector has become so similar that millions of pounds have been spent emphasising features such as extra legroom to sway passengers.

The service will be launched with a press advertising campaign, followed by TV coverage through Rainey Kelly Campbell Roalfe.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here