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Virgin Australia ready for next phase of game change programme

28-Aug-2012 8:48 AM

Virgin Australia stated (28-Aug-2012) it is ready for the next phase of its game change programme after achieving its target of 20% of domestic revenue from the corporate and government market one year ahead of schedule, in FY2012. The airline also realigned the majority of its fleet with the introduction of domestic business class and launch of regional ATR 72 operations. Virgin Australia also established a global network through codeshare agreements and alliances, increasing interline and codeshare revenue by 158% in FY2012 compared to FY2011. Changes to fare class structure, network and product offering as well as penetration into the corporate market saw the airline achieve a 113% growth in high-yield fares. Membership in its frequent flyer programme grew from 2.5 million in FY2011 to 3.2 million in FY2012. The next steps in its game change programme include the implementation of a business efficiency project designed to deliver productivity gains of AUD400 million (USD416 million) over three years. The airline also plans to increase membership of its frequent flyer programme to 5 million by the end of FY2015. Virgin plans to increase annual interline and codeshare revenue by AUD150 million (USD156 million) by FY2015. Meanwhile the airline plans to continue to enhance customer on-ground and in-flight experience through new product and service initiatives. [more - original PR]