Virgin Australia announced (03-Apr-2012) plans to create a separate division for its Velocity frequent flyer programme. The division will be led by newly appointed Velocity CEO Neil Thompson from Aug-2012. Mr Thompson was previously general manager of loyalty programmes for Qantas. [more - original PR]
Virgin Australia to create separate division for frequent flyer programme
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Virgin Australia realigns its airline partnership priorities on new long haul strategy: Part 1
There have recently been important shifts in Virgin Australia's partnership relations, as Air New Zealand withdraws its ownership and the roles of Singapore Airlines and Etihad evolve with HNA becoming a substantial shareholder. As a consequence, Virgin is restructuring its long haul network for the first time in over two years. Individual changes are not significant, but they help tie up loose ends in Virgin's strategy. Virgin and its US JV partner Delta have been static since United and Qantas-American Airlines greatly altered the Australia-US market profile, a route which constitutes most of Virgin's long haul network.
Virgin struggled to find a use for what was essentially leftover aircraft capacity that it allocated to Sydney-Abu Dhabi as part of a JV with Etihad. With a limited fleet, North America beckoning, and Etihad seemingly losing some lustre since a Virgin-Singapore Airlines partnership, Virgin is having to cut Sydney-Abu Dhabi to free up capacity to relaunch Melbourne-Los Angeles.
Virgin will still commit to its Etihad partnership by adding three weekly Perth-Abu Dhabi flights on the A330-200, which will finally be moved out of the domestic market and deployed long haul. Since the end of the West Australian mining boom, these well equipped aircraft are no longer needed on transcontinental domestic service. Virgin's fleet of five 777-300ERs now will exclusively be used on Los Angeles.
South Pacific aviation markets will be defined by China’s expansion
The nature of the South Pacific's geography makes finding the right partners for its airlines essential for their survival in international long haul markets – as most are.
The region is characterised by relatively liberal access regimes and by partnerships of varying levels – in New Zealand especially, where Air New Zealand’s international network is dominated by JVs. Virgin Australia has built a ‘virtual alliance’ alongside HNA, Singapore Airlines, Etihad and Delta, with very little of its own metal flying outside Australia. At Qantas Group, international performance has improved markedly following its Emirates partnership, as its operating focus has shifted from Europe toward Asia and North America, with local JVs, and close partnerships with American Airlines and China Eastern continuing to grow and mature.
For all airlines in the region, the China market will define much of the growth over the coming decade. (This report is taken from the Jul/Aug-2016 issue of CAPA's Airline Leader)