Airlines worldwide are enhancing premium offerings to remain competitive and meet increasing passenger expectations, especially on long-haul routes. Virgin Atlantic has followed this trend by introducing its new Upper-Class product, the Retreat Suite.
The Retreat Suite is exclusively available on Virgin Atlantic’s Airbus A330-900neo, a product described by the airline as its “most spacious suite yet.” It was revealed in 2022 to enhance premium offerings in the post-pandemic long-haul market. “In true Virgin Atlantic style, we have elevated the functionality, styling, and features within our latest Upper-Class cabin, as we strive to develop innovative products and services that create memorable experiences for our customers,” said Henry Buckley, Virgin Atlantic’s Design Manager.
Developed in partnership with Factorydesign and Thompson Aero Seating, the Retreat Suite is based on the VantageXL First, an upgrade designed to provide a first-class-like experience within a business-class cabin. Andy Morris, VP Commercial at Thompson Aero Seating, noted this configuration adds to both “passengers and airlines” alike without adding Layout of Passenger Accommodation (LOPA) demands.
The suite’s features include a 79-inch fully flat bed, a 27-inch IFE screen with Bluetooth, wireless charging, and a fully closing privacy door. An ottoman doubling as an extra seat enables face-to-face dining or expands the sleeping area. However, the suite’s availability is limited to two per A330neo aircraft and cannot be booked in advance.
Virgin Atlantic plans to expand its A330neo fleet to 19 by 2028, yet the Retreat Suite will remain an exclusive offering. “The A330neo plays a significant role in our multi-billion-dollar fleet transformation, demonstrating our commitment to the planet,” mentioned Corneel Koster, Chief Customer and Operating Officer at Virgin Atlantic. The airline intends to maintain a young and efficient fleet, including A350-1000s and 787-9s, by the end of the decade.
Virgin Atlantic’s Retreat Suite is an innovation in premium seating, but availability constraints and its exclusive configuration challenge its accessibility. Competitors like British Airways, Delta Air Lines, and JetBlue have offerings that may present more widely available alternatives, highlighting the competitive nature of premium cabin experience strategies.
