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The rising competitiveness of the aviation industry is good news for passengers as the growing rivalries between airlines will inevitably lead to lower fares, according to Virgin Atlantic.

A spokesperson for the carrier said that 'a competitive market means competitive ticket prices'.

According to Anna Knowles, a rising number of travellers are showing a willingness to pay slightly more for a spacious and comfortable seat on long-haul journeys.

This is supporting the growth of the premium economy class, for people who may not be able to afford business or first class but are willing to pay for something more than basic economy services.

'There is definitely a growing segment of people who are willing to pay for more space and luxury when they are travelling on their leisure trips and who are contributing to the growth in the premium economy sector,' Ms Knowles said.

'Long-haul air travel is cheaper than it has ever been and very often cheaper per mile than short-haul air travel and domestic travel.'

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