Virgin Australia is taking its onboard passenger experience to the next level with the launch of a seating concept that will allow passengers to bid for more elbow room. Dubbed as ‘Neighbour-Free Seating’ by the Australian carrier, the initiative has been launched as a result of responses to a travel survey.
Indeed, when asked, a significant proportion of Australian passengers indicated that they would be willing to pay extra for the adjacent seat to remain empty on flights of certain lengths. As such, Virgin Australia has opened bidding on selected routes to generate more cash while giving its guests more space.
The System Is Now Live
According to a correspondent released today by Virgin Australia, some 42% of travelers from the carrier’s home country would consider paying to free up the middle seat on international flights longer than three hours. While demand for such elbow room was somewhat lower for domestic flights in excess of three hours, the proportion of those in favor was still more than a third, with 35% of respondents agreeing.
With this in mind, the airline is now allowing passengers on select routes to submit bids to keep their adjacent seat free and enjoy a bit of extra space. Offers can be made for as little as AU$30 ($19.70), with Virgin Australia confirming successful bids no later than two hours before the flight in question is scheduled to take off. Libby Minogue, who serves as the airline’s Chief Marketing Officer, explained that:
“Our priority is to give Virgin Australia guests even more value and choice when they choose to fly with us. Neighbour-Free Seating is a clever add-on for Economy travellers who want the certainty of extra space without the price tag.”
Which Routes Feature Such Bidding?
Initially, Virgin Australia has rolled out its ‘Neighbour-Free Seating’ auction initiative on eight different routes, with both domestic and international corridors covered. Four of these originate at its Melbourne Airport hub, serving Adelaide, Bali, Perth, and Sydney Kingsford Smith Airport.
Elsewhere, Brisbane Airport is the home of three routes where Virgin Australia’s passengers can bid for extra elbow room. On the domestic side of things, these corridors serve Cairns and Sydney, while, internationally, the offering has also been made available on flights from Brisbane to Samoa.
The eighth and final route involved in the initial rollout connects Sydney Kingsford Smith Airport in New South Wales with Perth in Western Australia. According to current scheduling data made available by Cirium, an aviation analytics company, Virgin Australia serves this corridor up to seven times a day. With flights lasting as long as five hours and 15 minutes, the extra elbow room will certainly be appreciated!
The System Has Certain Stipulations
Virgin Australia’s Chief Marketing Officer, Libby Minogue, described the rollout as “a step forward in enhancing the onboard experience and a game changer for those who want more comfort and space during their flight.” She added that the airline “actively [listens] to guest feedback, and this initiative is a direct response to what our customers have told us they want.” There are, however, certain stipulations attached.
Most notably, the carrier, which also recently became the first in Australia to allow pets into the cabins of its aircraft, notes that “only bookings with one or two passengers are eligible” when it comes to participating in the bidding for an empty middle seat. Furthermore, winners will not be entitled to any additional baggage allowance, with the product only being designed to provide guests with extra space and comfort.
Virgin Australia adds that “guests seated in Economy X and Business Class are not eligible to bid for or purchase Neighbour-Free Seating,” but it has offered reassurance to frequent flyers who pre-select their place(s) on the aircraft. Indeed, it has promised that there will be no impact to Velocity Gold, Platinum, Platinum Plus, and Forever Gold members (in terms of seat moves) in the event that a bid is won.