Virgin plans new look in economy plus

Virgin Atlantic, the airline that pioneered enhanced economy class, will spend £12 million (US$22 million) on wider seats and greater seat pitch in its Premium Economy cabin.

The seats will be leather with improved ergonomics and lumbar support, and will have power ports for computers. Passengers in the cabin will receive a pre-departure drink and priority treatment from check-in to baggage claim. Inflight, Virgin Atlantic says that they will be treated to a redesigned meal service, a personal amenity kit and a pass through the cabin with fresh fruit as they snuggle under a soft fleece blanket.

“After successfully winning market share with the introduction of the Upper Class Suite, we are now focusing on the Premium Economy battleground which is worth nearly half a billion pounds per year,” says Steve Ridgway, chief executive of Virgin Atlantic, In the October announcement of the enhance economy service.