British Virgin Atlantic Airways was numerously reported considering its own low-cost airline, however, ditched the plan this month, thinking it might negatively affect the brand.

The rumors on airline’s plans go back to 2016, when Routesonline first revealed Virgin Atlantic intentions towards running its low-cost as a separate corporate entity. Two years on, Virgin Atlantic had already been in the process of its low-cost plan implementation, Bloomberg informs, but then decided to take on a different strategy and offer three price grades for its economy class instead.

Virgin Atlantic's CEO Craig Kreeger said: “It never really felt in keeping with what we do, with our brand and our ethos after 34 years as a full-service carrier”.

Within the new economy-class price system passengers will still get free meals and in-flight entertainment. The new fare structure is planned to be implemented in March, 2019.