Virgin Australia targets business travelers with new secret lounges
Secret doors, new menus and privacy pods. Virgin Australia has opened its new invitation-only lounges in Melbourne, Sydney and Brisbane airports, part of efforts to woo more business travelers.
However, the Beyond Lounges aren’t for everyone! Access is through unmarked doors, using digital membership cards. Only Virgin Australia’s most valued frequent flyers will be told the location, the airline announced on April 20, 2022.
“Beyond members sit in the highest tier of loyalty at Virgin Australia and include decision makers for the airline’s corporate accounts and key leaders in many industries across the country,” the airline explained. Membership of Beyond is granted by the CEO and executives of Virgin Australia.
Credit: Virgin Australia
Once inside the lounges, which Virgin Australia teases are located close to existing lounges, members can expect “feature leather clad and oak timber walls, plush Chester-style armchairs, bright greenery and secluded privacy pods”.
The privacy pods offer a place to sit and work, with frosted glass providing discretion for those seated in them.
“Last year our members told us privacy, comfort, functional spaces and relaxed dining experiences are important in a private Lounge. And this is what we have delivered today, commented Paul Jones, Virgin Australia Group Chief Customer and Digital Officer.
The new lounges are part of a transformation drive at Virgin Australia, which relaunched in 2020. The airline said it is seeking a larger slice of the business travel market and is targeting a 33% share of the domestic market.
“We are continuing to write a new chapter at Virgin Australia and this is the next wonderful edition of our transformation journey,” said chief executive Jayne Hrdlicka.
“Virgin Australia is bringing more value and optionality to the market than ever before and we know Beyond is going to be very popular with business leaders who are looking for premium travel experiences for their businesses matched with great value airfares,” she added.
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