“The difference between adding value and aggravating customers can be a very fine line”.
I have been watching Virgin Australia’s aggressive marketing tactics over the past year. They have introduced ‘status match’ to attract their competitors’ customers; a separate entry line for premium passengers, business class and free tea, coffee and water for economy passengers. Impressive tactics.
That said, two things strike me as interesting from a marketing viewpoint.
Firstly I can’t help wondering if their latest “improvement” will backfire. The new barrier to keep the 100 plus economy passengers away from the restroom available to the 8 business class passengers is an interesting experiment. 
Qantas have had their curtain for some time but it’s easy to push it aside to use the bathroom, especially if you are a premium passenger sitting in the first few rows of economy. Virgin on the other hand, apparently believes that passengers in row 3 should squeeze past the trolleys and walk to the back of the plane if they want use the conveniences, according to the cabin supervisor on a recent flight.
The views of passengers around me were mixed. One thought it was reasonable to protect passengers paying a premium fare, the others were not so sure.
One of the hardest challenges in business is to differentiate premium customers. When the majority don’t know the difference, it’s easy. When it is “advertised” with a plastic rope the question is, ‘Will high spending corporate customers ignore the barrier or choose another airline?
Secondly, I can’t help wondering if they have gone too far in trying to emulate their competitor and become pretty much the same; albeit with newer aircraft.
What do you think?
