Yuiyu

Virgin Atlantic

The core of the Virgin empire was its travel business which was the major revenue gen- erator and, until recently, the main source of profit for the group. The flagship, Virgin Atlantic, had launched as a cut-price airline, but its success was based upon targeting the lucrative business traveler segment of the North Atlantic market with superior and innovative customer service. The airline has offered business travelers amenities not even offered to first-class passengers on other airlines. Virgin had pioneered state-of-

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RICHARD BRANSON AND THE VIRGIN GROUP OF COMPANIES IN 2004

Air Travel

Virgin Atlantic 51% Virgin Express 59.8% Virgin Blue 25.1%

Virgin Mobile (UK) 100% Virgin Mobile (Aus) 75% Virgin Mobile (USA) 50%

Virgin Money 100%

Entertainment 98.5% Victory 89%

Virgin Cars 25% V2 52.5% Virgin Wines 45%

Virgin Net 51% Virgin Student 85.5%

Virgin Drinks 100%

Rail

Mobile

Hotels & Leisure

Retail

Music

Drinks

Virgin Rail Group 51% Thetrainline.com 86%

Virgin Hotel Group 91% Virgin Active 36% Virgin Active S.A. 27%

Financial

VGIL

Internet dot.com

Figure 15.1 The Virgin group of companies Source: Virgin Management Ltd.

the-art reclining seats, in-flight massages, hair stylists, aromatherapists, and motor- cycle and limo home-pick-up service. In 1998 it began a luxury boat service up the Thames from Heathrow to the City of London allowing executives and bankers to dodge London traffic jams. In economy, Virgin was the first to provide passenger-controlled personal video screens in every seat-back. In-flight entertainment has included clowns, London buskers, even Richard Branson serving drinks while dressed as a female flight attendant. The inaugural transatlantic flight was still remembered fondly by travel writers who took the journey to New York. Bands played music in the aisles, Miss World danced with passengers, butlers handed...