What role do you see design playing in the future of the airline business?(aircraft design)

Advertising Age, March, 2006

Chris Rossi,

VP-sales and marketing for North America,

Virgin Atlantic airways

Design is vital [because] it gives airlines, and all companies, the opportunity to create points of differentiation, whether it's the hard-core physical product on the airplane or the service design or the lounge at the airport. The Virgin Atlantic Clubhouses-our airport lounges-are an example of this. They are venues where we offer a great combination of service delivery as well as product. Passengers can enjoy beauty treatments and waterfalls in our lounges while utilizing the business services they need.

The Web site is very interesting from our view because a lot of travelers are going [online] to check in, order meals, get seat assignments. The...

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