It takes a village: Virgin Atlantic launches Toronto-London route in style

It was one day after Virgin Atlantic’s ceremonial flight from London’s Heathrow airport to Toronto Pearson on a 787-9 Dreamliner (this one dubbed the “West End Girl”), and celebrations were in order on the breathtaking top floor of the Globe and Mail Centre in downtown Toronto.

“The effort we’ve put into getting us here has been no small feat,” said Stephen Goulding, Virgin Atlantic’s country manager for Canada at a special launch party that was held Friday (April 4). “It’s taken a village of talented individuals throughout the inside of the walls of Virgin Atlantic, as well as strategic partners on the operations and the business side,”

The crowd that came to celebrate the airline’s new flight route was made up of travel industry professionals, travel advisors, with representatives from Virgin Atlantic, West Jet, Delta, KLM, Air France and dignitaries like the Honourable Stan Cho, Ontario’s Minister of Tourism, Culture and Gaming of Ontario, and Fouzia Yunis, the British Consul General to Toronto.

And, of course, the main man himself, Sir Richard Branson, founder and president of Virgin Atlantic.  

“Working for an airline is one of the biggest team sports,” said Simon Hawkins, VP of Virgin Atlantic Americas, “and launching them in market is the ultimate team sport. You’re working across the airline, with government, authorities, partners within market, finance operations, and other parts. Welcome to our team and we’re thrilled to be part of yours.”

READ MORE: "Canada, we’ve missed you!” Sir Richard Branson launches Virgin Atlantic at YYZ

After over a decade hiatus from serving Canada (the carrier’s last appearance was in Vancouver back in 2014) Virgin Atlantic is back to fly the more than two million travellers that cross between Toronto and London every year, making it the second-largest by passenger volume in North America, after JFK.

The airline sees a huge of business opportunity between Toronto and London. And more so when you add the 700,000 Indian diaspora (Desi) travellers that go between Toronto and India, which Virgin Atlantic connects to.

Virgin Atlantic and WestJet’s expanded codeshare also establishes connections from Canada to the United Kingdom and beyond.

The first phase of the agreement will allow Canadians booking through Virgin Atlantic to seamlessly connect from their preferred city on a WestJet flight via Toronto Pearson onwards to London with Virgin Atlantic on one ticket.

A different approach

The Virgin Atlantic team is committed to taking a different approach towards demand and distribution.

This involves working hand-in-hand with Delta, Air France, KLM partners with a full sales team across Canada that’s integrated into the travel trade offices.

“Travel advisors are the conduit to our success,” said Goulding. “We work very well with the trade. We have the Delta, Air France, KLM team out on the street. With the programs and education tools they’re arming agents with, we‘re going to build more resources for agents to so they have the power to make a good sale, but also have confidence behind that sale. They know the product is great, the service is great, and this puts a level of confidence in their ability to sell.”

From Virgin Plus, Virgin Radio and Virgin Records, and their world-famous CEO, Virgin Group is known for their infectious energy that screams across all of their brands – and Virgin Atlantic is no exception.

The new route will feature industry-leading 787-9 series Dreamliners with three cabins of service, including upper class, premium class and economy cabins.

“The product makes you automatically feel like a new experience. From the aura in the air, the flight staff, the design of the aircraft, it’s a really different type of experience that Canadians are not used to. The energy shows up every day on the plane, the front desk, and throughout the whole journey. Canadians are going to love it,” said Goulding.

While there aren’t any official plans to expand to more hubs in Canada just yet, Goulding hinted that they are working closely with Virgin Voyages (the company’s adults-only cruise line), and will be doing more work to integrate the cruise line in the future.

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