Virgin Australia hits pause on new Boeing 737 business class
By David Flynn, December 5 2017
Virgin Australia has pressed the pause button on the launch of its new Boeing 737 transcontinental business class, but says it will be ready to go as more Airbus A330s make their way to Asia.
The airline’s top secret “Perth product” for its Boeing 737 jets – which would take over from the larger twin-aisle A330s and their international-grade business class on east-west routes – was previously tipped to be revealed this month, ahead of flights in the later half of 2018.
However, Virgin Australia Airlines group executive Rob Sharp tells Australian Business Traveller that “there’s not an immediate need” for what Virgin Australia CEO John Borghetti has described as a “quantum leap in domestic business class."
“Hong Kong remains our primary focus, and the Airbus A330s are a perfect vehicle for that market, and at some point when slots become available (for Sydney-Hong Kong or Brisbane-Hong Kong) – and we’re certainly aiming for them – we will put A330s onto that route.”
“But at the moment the (Perth product) decision’s not needed because we haven’t got those Hong Kong slots.”
Sharp agrees with the assessment that the Boeing 737 transcontinental business class is now “not quite as urgent”, and says he expects “there will always be A330s” on the east-west route.
“How many will be the question. Over the last couple of years all airlines have pulled back on (east-west) wide-body capacity purely because demand has dropped off after the mining boom, but we’re not going to take all the A330s off the route.”
This has also reduced the pressure to roll out a new Boeing 737 business class – potentially with flat beds and direct aisle access – and while Sharp concedes that the rollout is “on hold”, he later suggests “it’s not as much ‘on hold’ as that the timing of the investment is going to be driven buy the timing of international growth. We’re not rushing into it.”
Sharp wouldn’t be drawn on if Virgin Australia has settled on the design of the new transcontinental business class.
"We’ve got nothing to announce in terms of the product, all I can say is ‘Yes we do have plans in terms of what we can do, because product is important across that east-west segment particularly on overnights”… although he jokes that “people are a bit spoiled with the wide-bodies.”
Space to sleep in single-aisle jets
Only a handful of airlines have moved beyond conventional business class recliners on single-aisle jets such as the Boeing 737 and Airbus A320 series, most notable US carrier JetBlue's Mint premium cabin, which combines lie-flat seats with personal suites on US transcontinental routes...
... a version of which has also featured in Boeing's promotional material for its 737 MAX jets, shown below...
... and recently the lie-flat seats in Flydubai's Boeing 737 MAX jets.
Meanwhile, Thompson Aero Seating is busy promoting its Vantage Solo design – which combines lie-flat beds and direct aisle access – to airlines plotting their next generation of Boeing 737 and Airbus A320 business class.
Read more: The next generation in Airbus, Boeing single-aisle business class seats
David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.
24 Aug 2011
Total posts 1205
You'd think they won't do anything with the new 737 J class until the 737MAX arrive in a couple of years. In the meantime, it is unlikely any of the existing NG fleet would require a refit.
Qantas - Qantas Frequent Flyer
25 May 2017
Total posts 76
Qantas
02 Sep 2015
Total posts 37
And you need to try European business class where normally it is just an economy seat row with the middle seat blocked out.
Qantas - Qantas Frequent Flyer
08 Sep 2012
Total posts 236
In fairness BLAMEX, the cost base of Chinese carriers is also probably 30% less than Aussie airlines and that market couldn't support Aussie fares. I live in Europe and intra Europe business here is a joke compared to what Aussies get. And for similar or greater distances..
31 Mar 2016
Total posts 619
"..Australian carriers need to travel domestic in China yes China and Japan. Not only do they have a far superior domestic product..."
Air New Zealand - Airpoints
14 Jul 2017
Total posts 18
I regularly travel from SHA-CAN on a 773 in an international grade first seat for less then AUD240
Virgin Australia - Velocity Rewards
30 Jul 2015
Total posts 15
Virgin have the best wide body business in Australia /Nz by far.
Air New Zealand - Airpoints
10 Aug 2015
Total posts 79
QF's A330 and VA's A330 J products are fairly neck and neck for me. Like them both.
Qantas - Qantas Frequent Flyer
02 Jul 2011
Total posts 1374
Or is this because Asia isn't working out like they expected?
05 Dec 2017
Total posts 15
Based on, what, 20 flights? Seriously, new routes take time. If you're expecting instant 80% plus loads then you're dreamin. But any ol reason to bash Virgin I guess.
31 Mar 2016
Total posts 619
@moa999:
05 Dec 2017
Total posts 4
This is pretty disappointing. Would love to see them ultimately implement something similar to the AA 321 transcontinental first class (without the silly issue that restricts when you can actually have the tv screen deployed)
Qantas - Qantas Frequent Flyer
28 Oct 2011
Total posts 467
Flat beds are ridiculous on flights that last only between 3 and 5 hours. Australia already has the most luxurious domestic system in the world.
Qantas - Qantas Frequent Flyer
15 Aug 2017
Total posts 116
Ultimately the market does the talking and atleast in Qantas’s case the big corporates are still happy paying $2000 each way PER-SYD even with the mining boom reported as being over. It’s your opinion that the flat beds aren’t necessary I don’t agree with that. I know the corporates on the red eye paying top $$ pick these flights so they can sleep and perform a full day of work in SYD/MEL/BNE even with a rather low 3 hours sleep in reality.
31 Mar 2016
Total posts 619
"Flat beds are ridiculous on flights that last only between 3 and 5 hours"
16 Feb 2016
Total posts 30
I agree there must not be too much of a rush. 3 A330s is all thats required to go triple daily ex MEL, SYD and BNE one the appropriate slots are available. That still leaves 3 A330s for the PER runs. With the remaining 3 birds they can fly 2 return services to PER daily with each craft. I would think as long as they have the redeyes ex PER as 330s and other connecting services to international flights that will cover it.
24 Aug 2011
Total posts 1205
Slots into HKG are a major problem and will remain so until a third runway is built. VA would probably love to have daily flights from BNE, SYD and PER as well as MEL hubbing into Hainan's mainland services but, until more slots open up, this isn't going to happen. VA's one advantage is Hainan is politically well connected in Hong Kong and Beijing so it has a fairly good chance of slots when they come along.
31 Mar 2016
Total posts 619
@reeves35:
Qantas - Qantas Frequent Flyer
15 Aug 2017
Total posts 116
Cathay 10 flights a week to Perth usually very healthy loads and have recently upguaged the dailiy night time flight to 359 which has provided 30 odd more seats per day. They have said they would have double daily if they could but we all know their restrictions on the big 4 airports. Certainly would be good to get a VA * option to HK
31 Mar 2016
Total posts 619
@atrunbull:
16 Feb 2016
Total posts 30
Fair point, however I would think it unlikely that all 330s will be dropped off the key PER-SYD and MEL runs when their major competitor runs multiple daily.
Virgin Australia - Velocity Rewards
26 Nov 2017
Total posts 16
I cannot wait for VA to start SYD - HK flights. A key route missing from their portfolio.
10 Dec 2017
Total posts 6
YES YES!! you might pay for business for a trans tas man and get NO bed. Or fly to Sydney on and A330 and get a bed!!! Smartest idea
31 Jan 2013
Total posts 44
Forget just transcon. I'd like to see VA offer a better 737 Business cabin on int'l routes to places like Apia, Denpasar, Nadi and Tonga. The 737 is okay for up to 3hrs but longer than that deserves something a bit more comfortable.
Hi Guest, join in the discussion on Virgin Australia hits pause on new Boeing 737 business class