The TTG Interview
Class cabin, en route to New York where the airline is showcasing its latest Upper Class products, including a new club lounge at JFK. In the cabin more than 1,000
Swarovski crystals sparkle as they catch the purple up-lighting. Steve Ridgway takes a sip from his drink – complete with an ice cube replica of Richard Branson’s face, reclines on his seat – an extra one and half inches bigger
Gaining the Upper hand V
irgin Atlantic’s boss is looking relaxed. We are half-way across the Atlantic and seated in a new Upper
than its predecessor – and asks me what I think of the new suite. It is admittedly impressive – as is the timing of its launch. Virgin has invested £100 million into its Upper Class product at a time when the eurozone could be on the verge of collapse, and major uncertainties in the global economy remain. This is not, however, the first time the airline has introduced an Upper Class product during uncertain times, as Ridgway explains: “We launched our first Upper Class product six weeks after 9/11,” he says – at a time when the global airline industry was deep in crisis. “We had made the decision and we stuck with it, and we’ve done the same this time. We made the decision to relaunch our Upper Class product back in 2009 because we knew it would take two to three years to come to fruition. “We’re not
immune to the ups and downs of
It’s not the first time Virgin Atlantic has launched a new product in the face of uncertain times, but chief executive Steve Ridgway tells Sophie Griffiths why he never deviates from a plan
the industry, but what characterises us is that we are energised and we’re brave for when things start picking up,” he says. Ridgway, who was awarded a CBE in
2006, is obviously passionate about the Virgin Atlantic brand. He joined the company in 1990 and worked his way up, becoming managing director in 1998, before earning his current title of chief executive in 2001.
Battle with BA Ridgway’s enthusiasm for the air industry is also evident, particularly in matters such as Air Passenger Duty and airport expansion, and he does not try to hide his frustration over the IAG/British Midland International deal. “We disagreed with the way the
process was evaluated and that such an important decision was pushed through in 35 days. It’s important now how the appeal process works,” he says, although he admits the appeal is likely to take a long time, and that it
CV Steve Ridgway
1976: Completes a BSc in Economics at Oxford Polytechnic, which he follows with a PGCE 1979: Works as business development manager at Toleman Group [involved with motorsports] 1981: Works for Cougar Marine in Miami, where he becomes the project head and chief pilot on
14 24.05.2012
the two Virgin Atlantic Challengers, designing and developing the boats, which culminates in the fastest crossing of the North Atlantic 1989: Founds Epsilon business development consultancy, which leads to the creation of the British Steel Challenge and The BT Global Challenge Round the World Race in 1992-93 and 1996-97 1990: Joins Virgin Atlantic as
The cabin features Swarovski crystals, along with other features that represent a £100 million investment
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