Virgin Atlantic closes HK office

Virgin Atlantic has decided to shutter its Hong Kong office and halt flights between the city and London from early next year, attributing the decision to “operational complexities” resulting from the Russian invasion of Ukraine.

According to the official statement on Virgin Atlantic’s website on 5 October 2022, the company said: “After careful consideration, we’ve taken the difficult decision to suspend our London Heathrow to Hong Kong services and close our Hong Kong office, after almost 30 years of proudly serving this Asian hub city.”

The airline also said that the significant operational complexities due to the ongoing Russian airspace closure have contributed to the commercial decision not to resume flights in March 2023 as planned, which have already been paused since December 2021.

“Our people and customers in Hong Kong have been amazing since we first touched down at the famous Kai Tak Airport in 1994 and since then we’ve provided important connectivity between the UK and Hong Kong for thousands of customers and supported global supply chains through our cargo operations,” the spokesperson of the airline added.

The company further apologised for inconvenience caused to affected customers, “We’re sorry for the disappointment caused to our loyal customers on this route and anyone booked to travel from March 2023, whose flight has been cancelled. Our schedule change policy allows customers to further amend their flights, should they wish, with no change fees, or request a refund.”

Bookings affected by these changes will be updated in customers’ global distribution systems on or before 15 October 2022. "We understand this route suspension may be disappointing news for you and our mutual customers and appreciate your patience and understanding," the spokesperson added. 

Social listening firm CARMA saw a total of 13% negative mentions related to Virgin Atlantic’s recent announcement over the last 24 hours.

"Netizens appeared to be worried about Virgin Atlantic’s decision to pull out of Hong Kong for good, despite the city dropping its mandatory quarantine. Some pointed out that HK was one of the most connected cities, and Heathrow to Hong Kong used to be one of the most popular routes before the pandemic," said CARMA's GM Charles Cheung. 

As early as 2016, Virgin Atlantic Airways was reportedly axing staff in Hong Kong, raising questions about its future in the city, according to SCMP. 

On the marketing front, Virgin Atlantic has launched a new brand and advertising campaign in April this year. It was created with newly appointed advertising agency Lucky Generals and introduces the end line “See the world differently”. The line draws on the airline’s heritage of challenging the status quo – as well as recognising that the travel industry is entering an exciting new era, after the disruption brought on by the pandemic.

The campaign will champion the rich individuality of the airline’s people and customers, building on research showing that travellers find most airlines’ crew to be impersonal in their service. In contrast, Virgin Atlantic crew are encouraged to be their true selves on board and on the ground. They don’t follow a script and are seen to offer a more personal touch.

Related articles:

British Airways laughs off faux-pas after sharing rival's travel deal
AirAsia apologises after video goes viral of paraplegic passenger crawling across cabin floor