Low fare Australian airline Virgin Blue has introduced a new and ongoing sale initiative called Happy Hour. The concept, termed as a global aviation first by the airline, will involve offering discounted fares across various domestic routes for sale via t

Published: 16 Jan 2005

Low fare Australian airline Virgin Blue has introduced a new and ongoing sale initiative called Happy Hour. The concept, termed as a global aviation first by the airline, will involve offering discounted fares across various domestic routes for sale via t

Happy Hour will be from 1-2pm (EDST) and will offer the best deals of the day via the Virgin Blue website www.virginblue.com.au. Different routes will be on sale each day. Citing an example, the airline states: “Today’s fares between Melbourne and Adelaide will start from $1 plus taxes, fees and surcharges of $30* for one-way flights, for travel within 30 days of booking.”

(*Fares are strictly limited and only available on selected routes and flights for Internet bookings only. Bookings can be made between 1pm – 2pm (EDST) daily (or until sold out if earlier). A credit card surcharge of an additional $2 per person per one way flight is applicable. Taxes, fees and surcharges are correct as at 18 January, 2005 and are subject to change.)

The key objective for the airline is to go beyond the ad-hoc sales it does on a regular basis and offer a permanent sale product which will offer bargain flights on routes that have a handful of spare seats that would otherwise fly empty. Virgin Blue says that it will put thousands of seats on sale each Happy Hour.

“This is a fantastic and very exciting initiative in that it has never been done before and represents a great opportunity for travelers to snap up a bargain any day of the year, not just at off peak times when it suits the airline. The ‘Happy Hour’ concept clearly reflects Virgin Blue’s determination to cement its position as Australia’s true low fare, high service leader. When Virgin Blue launched four and a half years ago, people got excited about one-way fares under $100 and this innovation goes even further. Virgin Blue has been the market leader in terms of affordability and we are happy other carriers have come to realise the low cost model is the way of the future,” said Stefan Pichler, chief commercial officer, Virgin Blue.

He also said that its win-win situation for everyone as the consumers get bargain basement fares using spare seats on our aircraft. “We will continue to innovate with our airline, our fares and our people and are confident that ‘Happy Hour’ will be a popular choice for people wanting to go on a spontaneous romantic weekend, a surprise trip to visit family interstate or to visit a business client in person,” he said.

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