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Virgin Atlantic is aiming to increase the number of passengers using its Premium Economy service by offering wider leather seats and new services.

In a £12m revamp of the service, a new wider seat around 3ins wider than the industry standard for economy will be introduced along with new features such as dual position footrest, lumbar support, adjustable headrest
with wings, and a redesigned tray table.

All seats will also provide passengers with laptop power.

Steve Ridgway, chief executive of Virgin Atlantic, said: 'Virgin Atlantic invented Premium Economy back in 1992 and in recent years our competitors have attempted to imitate the product.

'After successfully winning market share with the introduction of the Upper Class Suite, we are now focusing on the Premium Economy battleground which is worth nearly half a billion pounds per year. We are confident that this new product will ensure we remain the market leader offering passengers more than any other airline.'

New services being put on offer include a redesigned meal service and a dedicated amenity kit. There will also be a soft fleece blanket and a fruit bowl service, where passengers can help themselves to fruit throughout the flight.

Existing Premium Economy services include a dedicated check-in, priority boarding, priority duty free and quicker baggage reclaim, along with a pre-departure drink and post dinner liqueur.


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