Sleeping to London: Virgin Atlantic's new service to Heathrow Airport in London is a major advance in the quest to soothe business passengers with all the comforts of home - Executive travel: upgrade

South Florida CEO, Sept, 2003 by James Broida

"The whole purpose," Juliet Gonya, "is to make the passenger forget that we are flying at 30,000 feet. The bar is one thing that does that."

Gonya, the Miami-based representative of Virgin Atlantic Airways, doesn't stop with just the bar, which looks like a backdrop in the sci-fi TV series "Enterprise." She is quick to point out that each Virgin Upper Class cabin also includes a massage station, done in the same curvilinear, burnished aluminum and red-leather style. More importantly, it's staffed with an onboard in-flight therapist, and each passenger is entitled to a 15-to-20 minute massage or beauty treatment. A thermal-heated clay-based facial mask at 30,000 feet? Now, that could make you forget you are flying.

"The idea is that every upper class passenger should be touched," says Tina Griffith, one of Virgin's in-flight beauty therapists. That can mean a back massage, or a "stress-busting" face and scalp massage, both guaranteed to help "clarify the thought process."

The real centerpiece of the new Virgin service between Miami and London, however, is the passenger's seat, which motors into a "lazy zed" position for sleeping. While not absolutely horizontal, the recline--which provides more than six feet of sleeping space--is a mega-leap forward from the merely reclining first- and business-class seats found in most transcontinental flights.

Other perks for the flight include complimentary, door-to-door limousine service to Miami International and Heathrow airport, and use of the exclusive Virgin Lounge at Heathrow, where passengers can enjoy showers, food and a pressing service for rumpled clothing. All of which make for a most hospitable welcome to London.

While still in the air, travelers can order food at any time from a restaurant-style menu. Choices for entrees run from seared cod to Southwest chicken to Steak Diane, with salads, cheese selections and an extensive wine list to accompany your meal. You also have a private selection of movies (more than 50), television shows, music and computer games.

"This is a really good alternative for business travelers," says Virgin Atlantic spokesperson Wendy Buck. "Our Upper Class has a business-class fare, so we brand it as our business class." Individual tickets cost $6,000 to $7,000, depending on season and booking times, but Virgin does negotiate corporate discounts--as well as give two-for-one ticketing to Platinum American Express card holders.

To Heathrow and Back

The "Lazy Zed" seating on Upper Class Virgin Atlantic allows passengers a restful night as they cross the Atlantic (far right). For insomniacs, or those in search of company, there is the inflight bar (pictured with--and without--customers, at center and upper right).

[ILLUSTRATION OMITTED]

Once in London, Virgin passengers can shower, eat a hot meal and have their clothes ironed before meeting their limousines and heading to their hotel of choice--in this case, the elegant InterContinental Hotel (bottom right).

[ILLUSTRATION OMITTED]