As the industry disruptor extends its wings, we secure one of two exclusive seats.
I'm on a Virgin Atlantic plane, sipping Laurent-Perrier Champagne in my Retreat Suite and watching the erotic thriller, Babygirl. No, I'm not on its most popular route to New York, but on its latest route to Riyadh. An announcement chimes: "As we will be entering Saudi Arabian airspace, we will stop serving alcohol". This is a milestone moment, as the British brand, famous for its cheeky charm and fabulous flair, enters one of the world's most conservative countries – and a dry zone.
Virgin Atlantic has an origin story worthy of a wannabe superhero – in this case, a plane – taking to the skies. In 1984, Richard Branson launched the airline with a small but mighty ambition. It may have had only one aircraft, G-VIRG Maiden, but it aimed to shake up the aviation industry. The party plane was packed with A-list celebrities and landed in Newark, New Jersey. The concept took off, as it offered an alternative to the stiff upper deck of British Airways.
In the United Kingdom, Virgin Atlantic flies from London Heathrow and Manchester Airport. The routes range from Las Vegas to Lagos, and now King Khalid International Airport in the capital of Saudi Arabia. The route runs once a day on the Airbus A330neo. It departs London at 10.25pm and arrives in Riyadh at 7.25am, and departs Riyadh at 11.50am and arrives in London at 5.25pm. The baggage allowance includes two pieces of hand luggage up to 12 kilograms, and two checked bags up to 32 kilograms each.
Darrin Thomas, International Marketing Manager, explained: "The Virgin brand already has a footprint in the Kingdom through several other ventures, so there was a degree of familiarity with our name and values. That said, Virgin Atlantic, as an airline, was less well-known in Saudi Arabia. We see this as a fantastic opportunity to introduce more people to the unique Virgin Atlantic experience, and to show how we bring our renowned customer service and flair for doing things differently". And, they certainly do things differently.
Airport lounges
At London Heathrow, the Virgin Atlantic brand is on runway-worthy display. The Clubhouse has its own private driveway and security wing, setting the tone before you even step inside. Service is swift and stylish, delivered by staff in the iconic red uniforms. If you want to learn about the uniforms, there's even an exhibition – and Vivienne Westwood's design, no less.
Contemporary and clean, the space offers healthy as well as comfort food, cocktails and mocktails, and widescreen views of the planes. There are showers, sleep zones and curated corners that make it feel more like a hotel than an airport lounge. It's aimed at the young as well as the young at heart. Gen Z and millennials will feel right at home, thanks to the shuffleboard, yoga pods, and a framed photo of Richard's cameo on the TV show Friends.
At King Khalid International Airport, Virgin Atlantic customers have access to the Plaza Premium lounge in Terminal One. It's a sleek spot with your travel essentials: showers, refreshments, and charging points.
The Retreat Suite
Virgin Atlantic's Riyadh Core Crew have been specially trained to understand the culture. The welcome matches the GCC's great airlines and includes Arabic coffee, dates, halal meals and even the Prophet Muhammad PBUH's prayer. So far, so Saudi.
What sets Virgin Atlantic apart is that it's packed with personality. We are greeted as "lovely lady", rather than "ma'am". The safety video is an animation in the style of a Western. The pyjamas come in a bag with the slogan "A Pocket Full of Dreams," and the salt and pepper shakers say "Pinched from Virgin Atlantic." Best of all, the staff feel like our friends, serving with a smile and anticipating our needs before we even realise them.
The categories include Economy, Premium and Upper Class. We flew Upper Class and in The Retreat Suite, which is exclusive to the Airbus A330neo – the first time we booked it, and the second time we got a free upgrade. Situated at the front, it oozes exclusivity, as there are only two available, and it's the most spacious seat on the plane. If size matters to you, it boasts a six-foot, seven-inch fully flat bed, a 27-inch touchscreen, and more storage than we needed.
On the daytime flight, we made full use of in-flight entertainment, a four-course meal and The Loft bar. Take your pick from 1,900 hours of unedited movies, which ranged from the homosexual drama, Queer, to the Jewish coming-of-age story, A Real Pain. If you are after privacy, there is a screen, a door, and a 'do not disturb' sign. Each suite can accommodate another person on the ottoman. If you pull the screen down to your neighbour, up to four people can chat together in the exclusive Retreat Suite.
The snacks range from crowd-pleasers to the quirky, with options such as chocolate, popcorn, and gherkins. The Saudi Arabian dishes were more filling and flavourful than the British ones, featuring mezze and a well-spiced kabsa. The chocolate lava cake tasted like it had just come out of the oven.
The bar gives you a chance to stretch and socialise. Our fellow flyers were largely business travellers, and Brits in Saudi Arabia rather than the other way around. Many were first-time visitors to the Kingdom, and spoke positively about trying the route for the first time.
The amenity kit showcased sustainability with style, including a wooden toothbrush, eye mask, moisturiser, and more. On the overnight flight in The Retreat Suite, the extra duvet and mattress made us feel like we were on cloud nine.
The verdict
I've travelled on the best airlines in the GCC, but this was the most personal customer service I've ever experienced on a flight. Virgin Atlantic's price point is lower than many of its competitors, and its loyalty program is more generous. With 70 per cent of Saudi Arabia's population under the age of 30, it will be fascinating to see whether they will shift away from Saudia.
On airlines like Etihad or Emirates, it can sometimes feel like everyone's playing a part, especially in business class, where we sit a little straighter and dress a little sharper. Virgin Atlantic says relax – it's fun, fresh, and a breath of fresh air in the Saudi Arabian skies.
GO: Visit www.virginatlantic.com for more information.