By Michael Baginski/ Virgin Atlantic celebrated its arrival in Toronto on Thursday with its founder Sir Richard Branson at Toronto Pearson International Airport. The route marks Virgin Atlantic’s return to Canada after more than a decade, linking Toronto and London. It is also the third attempt by the British carrier to fly the lucrative YYZ-LHR route.
Branson previously joked “third time lucky” for the airline, which was stalled on its initial foray due to the aftermath of 9/11. The flamboyant entrepreneur had memorably descended – in full hockey gear – from a helicopter hovering over top of an outdoor ice rink in Toronto’s Harbourfront to announce the flights.
Virgin’s second coming was with the Virgin America brand in 2011 with flights from Los Angeles and San Francisco to Toronto, with Branson arriving on the inaugural flight accompanied by a close, but not quite world-conquering local hero, Drake.
(Ed note: Virgin Atlantic flew between London and Vancouver seasonally from 2012 to ’14.)
On Thursday, Branson accompanied a flight to Pearson, though the inaugural had taken place on March 30. Somewhat less subdued than previous visits, the opportunity for more headlines was still at hand with a trip to Niagara, and an industry bash back in Toronto on Friday night.
Would he perhaps be going over the Falls this time? TIT asked the 78-year-old adventurer.
“I suppose I’ve been used over the years to help put new ventures on the map,” he laughed to Travel Industry Today, recounting actually once going over Victoria Falls in Africa (“that didn’t go so well”). But, he added, “our staff work really hard, day and night, so the least I can do is try to do something that puts the company on the map.”
Indeed, Virgin believes it’s in a better place this time around to sustain success in Canada.
“Nothing is guaranteed in life, but I think we are that much stronger than we were 20-some-odd years ago,” Branson said. “We managed to survive COVID… and last year we made a profit. So, I’m confident that 25 years from now Virgin will be flying strong.”
Notably, Branson added that this time Virgin also has “great partners” – namely Delta/Air France/KLM, and in Canada, WestJet.
Virgin Atlantic Canada country manager Stephen Goulding said he was delighted to see the first flights land this week after over a year’s worth of behind-the-scenes preparation. “It really reminds us what we’re here for,” he added.
But he also conceded that there is still plenty of work ahead because, while the Virgin brand is well known (for its cruises, trains, hotels, mobile service, and Branson himself), the Virgin Atlantic name isn’t well known enough in Canada.
“Our number one strength, and number one challenge, is getting the brand known,” he stated.
That said, Goulding said all the pieces are in place for a successful venture for Virgin in Canada, third time around. “It feels different, all the pieces are in place,” he said, alluding to the carrier’s other airline partners, its innovative service and determination, competitive pricing.
Additionally, the route is the second busiest in North America, serving over a million passengers a year, along with the opportunity to offer onward connections to India.
“I can’t stress that enough” he concluded. “We’re really going after that market.”
Flights
Virgin Atlantic will operate daily from Toronto from Terminal 3 on Boeing 787-9 aircraft during the summer, then four times a week in the winter, departing YYZ at 22:30 (arr. 10:40+1) and returning from LHR at 17:50 (arr. 20:40). The London flights connect on to Mumbai, Bengaluru and Delhi, India. Round-trip fares to London start at CDN$1,101.
Virgin joins Air Canada and British Airways serving the busy route, marking the first time since 2011 when three major carriers operated on the route (the third being Transat). Virgin also operates a codeshare with WestJet for connections beyond YYZ in Canada.
As for the future, Branson said he would like to see Virgin flying to “the other side of Canada” in the not-too-distant future,” adding, “we’ll see how that goes”; but in the meantime the airline’s team in Canada will be working very closely together with WestJet – and the travel advisor community – to serve the Canadian market.
“We love the travel trade and we’re committed to the travel trade,” Virgin Atlantic Chief Commercial Officer, Juha Jarvinen, interjected.
And Branson added, “Whether it’s Virgin Voyages, or Virgin Atlantic or Virgin Hotels, we work very closely with the travel trade and we will continue to do so. We need you, and you need us!”
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