Virgin Atlantic managed to strong-arm British Airways into ceding nine pairs of Heathrow slots, allowing the brand to offer new Scottish routes which are cheaper and will also create a total of 150 new jobs. The 24 domestic flights will be added to the already existing long-haul network and will serve as connecting options for US travelers flying into Scotland. Beginning in April 2013, Virgin Atlantic will oversee six round-trip flights a day between Heathrow and Edinburgh as well as three daily round-trip flights between Heathrow and Aberdeen.
Virgin Atlantic is hoping to offer a better range of options for flyers travelling direct between London and other UK regions. The new routes will spread out flight times and allow for more morning arrivals, which is usually better-suited for business travelers. Virgin Atlantic Chief Executive Steve Ridgway said, “Throughout our history, Virgin Atlantic has successfully fought British Airways all over the world and has offered passengers a compelling alternative through our renowned product and service. We will look to replicate that in our short-haul program and challenge the current BA monopoly on these routes, which is causing serious consumer harm.”
The crafts will be provided by Aer Lingus and rebranded to mold to the bespoke standard of Virgin Atlantic. Virgin Atlantic has consistently driven the prices of British Airway’s fares down, and will be directly competing with the airline by offering consumers these additional travel options. Domestic operation between Heathrow and Manchester will begin March 31, 2013. Tickets go on sale Wednesday, December 19, 2012 and will begin at £99 ($159).
