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-Virgin Trains
- Virgin Atlantic Airways
- Virgin media
- Virgin radio
- Virgin mobile
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My problem with the Virgin Group is not that its products are awful, mostly they are not. Sometimes it is outstanding, much of the time it is ok, sometimes it is awful. It is the inconsistency that is annoying. However what particularly irks me is Sir Richard Branson’s play with the media, and how seduced the media is by his antics. He’s very clever, the name, logo and the style and way he gets media attention is pretty clever. For years he played the underdog ticket, and still does. He played it against BA with Virgin Atlantic Airways, little guy against the big former state owned monopoly.
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He has done it more recently with Virgin Media (essentially the former NTL/Telewest cable TV/broadband network here in the UK), moaning about how Sky wanted more money for Virgin Media to keep rebroadcasting content that Sky produced/commissioned/owned the rights to. Branson bleeted about being the consumer’s friend, when anyone who subscribes to Virgin Media must sign a minimum 12 month contract and has no right to use anyone else for national/international calls using the phone service. Virgin Media has lost this battle somewhat, despite slick advertising, Sky has picked up new subscribers by offering broadband as well. Style over substances hasn't really won. Virgin Media's High Definition TV offering is also style over substance, as it only relays some on demand programming and BBC's HD channel. Sky by contrast offers another 9 HD channels and video on demand. Virgin Media in its previous incarnation as NTL had shocking service. Call centres that wouldn’t answer, that weren’t helpful. Cutting off the phone even though you paid your bill because you made calls that went over the “limit” allowed, and meaning you use your mobile to call a call centre that made you wait. The public clearly are not enchanted with Virgin Media more than the previous brand, no wonder there are negotiations to sell Virgin Media.
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Of the Virgin group, Virgin Radio bothers me the least. It’s ok, it’s on AM everywhere outside London (and digital radio, but I haven’t bought one of those yet) and I don’t pay for it. Virgin Records similarly is an outlet, which may or may not have what I want. Nothing special, but nothing wrong with it either. However it is owned by SMG, not Virgin Group (although retains the name/logo etc). Virgin mobile is a slightly different story, only in that the coverage of the network it is reselling in the YK (no, it doesn't have a network of its own not here or elsewhere, it resells T-Mobile's network) is inferior to Vodafone. You might notice that a lot of what Virgin does is not really about being innovative, it resells what others offer. T-Mobile is one, the trains are another (it only leases the trains bought by and financed by a rolling stock company), the cable TV service Virgin Media is, partly, another.
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Virgin Atlantic Airways is something else though. On one side of the ledger are Virgin Clubhouses, outstanding airport lounges, especially the one at Heathrow. You can get massages, haircuts, the works, full cooked meals before you board the plane. On arrivals you can much the same as well. That’s brilliant, though BA does have lounges that offer a lot of the same (and when Terminal 5 opens BA may give Virgin even more a run for its money). Similarly, Virgin Upper Class sits between first and business class in terms of quality, and offers sleeper suits, on board sit down bars and massage therapists on board the plane. If you've tried Air NZ's new business class then you've experienced the Virgin Atlantic Upper Class seats (Air NZ is using them under licence). Pretty good right? Well…. it would be if the cabin crew were of a consistent standard. Virgin Atlantic clearly has, as one of its selection criteria for cabin crew, age and looks. The vast majority are relatively tall young women who look good in short skirts. While this certainly has appeal to a portion of the City Banker crowd who fly Virgin, in terms of service consistency it doesn’t really work. Virgin Atlantic crew are the spectrum, from very good to moody tarts. The ones that gossip in their regional accents swearing in the galley, and who don’t bother going out of their way to provide service. BA service tends to be more consistently good.
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However, Virgin Atlantic in economy class is pretty dire. On the surface it has a handful of little extras that sound good. The inflight entertainment system, fully interactive is rather impressive, though less so now that virtually every airline outside the USA has it or is installing such systems (it is akin to the Singapore Airlines system, which is hardly a surprise as Singapore Airlines owns 49% of Virgin Atlantic). There are inflight amenity kits for economy class passengers (earplugs, eye masks, toothbrush/toothpaste) which is a nice touch. Finally there is a choice of three mains for meals. This is where substance is lacking.
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Now I come back to Virgin trains. Virgin Trains receive tens of millions of pounds of taxpayers money each year to operate trains on one of the main lines out of London to Birmingham and Manchester. These trains run one of the busiest rail routes in Britain. It is quicker by rail than by air (taking into account airport transfer and check in and luggage pickup times) and by road between those cities. Virgin trains charges up to £168 one way in first class between London and Manchester, and £109 in second class. There is a high proportion of business traffic, which explains why four out of nine carriages are first class. Virgin touts how environmentally friendly it is and all that, but wont invest in more trains without taxpayers coughing up, even though it is faster and charges a not too insignificant fare for the trips.
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Branson of course never experiences anything like this when he takes the well publicised trips on his trains. I needn't spend much time wondering why.
Virgin group have been innovators in some senses, Virgin Atlantic was the very first airline to introduce 180 degree flat reclining seats in business class (albeit it was a clunky recliner that went all the way back in those days), and certainly helped put pressure on BA to do better, and vice versa. However, mostly, Virgin is a sexy brand name that has not much more behind it than the colours and the pazazz of Branson. Virgin Blue some years ago promised domestic flights in New Zealand. This, of course, was media bluster and wont ever happen in my view. Pacific Blue was going to slash prices to and from Australia, and it now prices hardly any differently from anyone else (and frankly, if you pay the same with Qantas, Air NZ or Emirates you can get a better seat, get fed with free drinks and entertainment).
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It’s a shame really. Virgin trains are ok, but nothing special. Virgin Atlantic is pretty good up the front, but with variable service and economy class that really is scum class because of almost criminally tight seating. BA, on balance, is better in most respects. Virgin media could be really good, if it had the flexibility and helpdesk service that was better than the UK standard (which isn’t high). Such a powerful brand, and such mediocrity. It isn't a brand for grownups sadly.