Virgin Atlantic is a pioneer in the low cost business model though in recent years, many of its competitors have successfully incorporated its strategies in their operations. Entry and Exit Barriers The entry and the exit barriers for the aviation industry are quite high as can be seen from the fact that it takes a lot of capital to enter the sector. Further, airlines cannot exit the sector when they choose as the regulators often insist that they fulfill their contractual obligations towards their stakeholders in case they want to exit the venture.
It hopes its partner LanzaTech eventually will produce enough fuel that all the carrier's outbound flights from the U.
LanzaTech's jet fuel is based on ethanol created from industrial waste gases, such as those made during steel production. Barbara Bramble, VP of international conservation and corporate strategies for the National Wildlife Federation, called it "the poster child for the fuel we would like to see," as opposed to certain biofuels that have lower emissions but require deforestation and other harmful environmental side effects.
Virgin Atlantic also is pushing the U. With such incentives, LanzaTech could establish three plants in the U. The corporate travel sector has played a role in the development and use of LanzaTech's fuel. How are Virgin Atlantic's sustainability initiatives progressing?
If we think about sustainability in a dispassionate, objective way, the very biggest thing that we do that could affect our environmental footprint is all about emissions, and that's all about fuel efficiency of your aircraft to start with.
Over the course of the period from towe will have replaced all of our four-engine, older-generation aircraft with two-engine, newer-generation aircraft, and in doing so, we'll have reduced our emissions by over 30 percent. We're most of the way through that journey, and our emissions are down 24 percent since There are lots of other things that we have done that improve things on the margins—single-engine taxiing, better flight-planning systems to optimize for fuel, more recycling of onboard materials and a number of things that reduce emissions—but the biggest thing we do is fly airplanes and the most important thing we can do is find ways to do that more efficiently.
There will continue to be incremental improvements in engine and aircraft technology. The is a great example, with the lower weight of the airplane. Between engines and airframes, I have no doubt we will continue to see improvement in the years to come.
What role will sustainable fuel have in meeting those goals?
Turning our attention to finding ways to source fuel more environmentally efficiently becomes a really logical next step. We were intrigued because fundamentally, it's the easiest thing to explain to anybody who doesn't understand airframe and aircraft technology. We're simply taking carbon that was about to be put into the atmosphere as waste [and instead putting it] through a manufacturing process and converting it to be able to power an aircraft engine.
That is cool recycling. If your house is anything like mine, over the years we've gotten more and more religious about recycling the things we can recycle, and as an airline, this feels like a nice step in that ecoconsciousness that many of us had made a part of our lives.
Do you think these initiatives will ever drive travel buyer decisions as they choose which carriers to partner with? There's already a little of that. Most corporate travel buyers do ask a number of questions about sustainability efforts as a part of their research into airlines they would partner with.
I don't know where people get refined to the point where you start grading one approach with another approach. We're very happy to share with any corporation the activities we do both in sustainability and community. If they're interested in getting involved, that's great.
We're not going to go out there and try to recruit our partners to do stuff they wouldn't otherwise do. Fortunately, every corporation now asks for a sustainability report as part of their buying process, and we have conversations with them about that.
That's probably about as far as we'll go proactively. The last thing we want to do as someone who is trying to be a good partner of a corporate account is be heavy handed. We're doing these things for the right reasons, not for commercial reasons. How are your partners factoring into these initiatives?
The simple answer is: We're sharing the things we're doing with them. Delta is working on an alternative that is a very interesting technology. In almost everything we do at Virgin Atlantic—not with regards to Delta but otherwise—we think about things competitively.
Sustainability is not one of those.TagsVirgin Atlantic Virgin Atlantic chooses Menzies Aviation for cargo handling in Australia 6th July Virgin Atlantic Cargo has awarded a three-year cargo handling contract to Menzies Aviation in Australia.
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Richard Branson pictured in ahead of Virgin Atlantic’s maiden flight.
Photograph: Daily Mail/REX/Shutterstock The potential end of an era looms in British aviation after Sir Richard Branson. Richard Branson, the British billionaire founder of Virgin Group, the London-based conglomerate, has dished on a proposed merger between Virgin America (va), the United States airline he founded.
The aspects that make up Virgin Atlantic most predominant culture were stated in the Blackwell published case study on Virgin(virgin atlantic ref), Virgin Atlantic was unique and was able to revamp Air travel and integrate with the two polar opposites in terms of traditional ways of operating an airline.