Virgin America Won’t Discount Fares to Compete in Crowded Markets
Photo Credit: A family boards a Virgin America aircraft in 2010. Flickr / Thomas Hawk
Skift Take
Virgin America's strategy of higher fares and fewer ancillaries likely lets them attract a more loyal and higher spending customer.
In crowded markets like Dallas and New York, airlines routinely slash fares in order to court price-sensitive flyers and compete with ultra low-cost carriers.
On the airline's fourth quarter earnings call today, Virgin America executives said their strategy of refusing to discount fares is helping the company b
