Virgin Australia has always sought to challenge the status quo. Upon entering the market in August 2000 as Virgin Blue, it established itself as Australia’s first successful low-cost carrier and the fastest growing company under the Virgin banner. The airline has become a full-service carrier, with its Pacific Blue (later Virgin Australia Airlines NZ), V Australia and Polynesian Blue (later Virgin Samoa) subsidiaries having been merged into the parent company between December 2011 and November 2017.
Trans-Tasman flights, between Australia and New Zealand, are among the most competitive markets the carrier operates in, with stiff competition from Qantas, Jetstar and Air New Zealand. Other alternatives for passengers come in the form of fifthfreedom rights holders – LATAM links Sydney and Auckland with Boeing 787s while, until 2018, Emirates had connected Melbourne and Auckland on A380 routes.
Rob Sharp, the airline’s group executive, reflected on those early years in Oceania when he spoke to Airliner World in February.
“We wanted to bring a value proposition to the table and that’s what occurred in New Zealand back in 2004 under the brand of Pacific Blue. From day one, it [presented] a lot of opportuni…
