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Virgin Atlantic Aims to Elevate the Premium Experience on New 787 Dreamliner Fleet

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With its cheeky marketing, consciously cool vibe (exemplified by crew uniforms designed by Vivienne Westwood) and fearless flag-waving of high-profile owner and charismatic adventurer extraordinaire Richard Branson, Virgin Atlantic has always had a certain cachet. Now, with the recent launch of its hotly anticipated 787-9 Dreamliner, it may also offer one of the best top-tier flying experiences money can buy. With one premium cabin—referred to, in fittingly British style, as Upper Class—Virgin’s version is now raising its game thanks to its new, cutting-edge fleet, currently flying from Boston (Logan), Washington, D.C. (Dulles), Newark, and New York (JFK) to London’s Heathrow, with Los Angeles launching in May and San Francisco this fall. (Virgin is shooting to have 21 Dreamliners by 2018.)

The Upper Class experience begins well before arrival at the airport, with a complimentary private transfer service for passengers both to and from the terminal within a 75-mile distance. Virgin Atlantic’s goal is “limo to lounge in 10 minutes or less” — an aspiration that’s arguably dreamier than the actual Dreamliner itself, and may alone justify the cost of the ticket for many—and it’s just about on the money, thanks in large part to a zippy private security channel. There’s also a Drive Thru service option: pre-register and check in from the comfort of your chauffeured car and the Virgin team will meet you curbside to grab your bags and hand over your boarding pass so you can head straight to security and then on to the Clubhouse.

There are few more inviting places to await a flight (or wait out a delay) than Virgin’s Clubhouse lounge at Heathrow. Large, modern and decidedly groovy, it combines a mod 60’s vibe with space-age, Jetsons-inspired chic, and will instantly make you want to sidle up to bar and order a martini. There’s a wide variety of delectable dining options, including a charcuterie bar brimming with an array of artisanal meats and cheeses and an à la carte menu boasting a world-class burger, along with more internationally inspired choices like a chicken pho noodle bowl. The spa offers a range of complimentary services including a head massage, as well as additional indulgences like manicures and facials for a fee, all of which will leave you feeling refreshed and ready to take to the skies. (Upon arrival at Heathrow there’s also a Revivals lounge where you can shower and powder your nose, though its vaguely office-breakroom ambience is underwhelming.)

The Upper Class cabin on the new Dreamliner is as alluring as the Clubhouse. The 31 espresso-leather Zodiac UCS3 seats, all of which have direct aisle access, convert into fully flat beds that are the longest in business class anywhere, and of many in first class as well. (Note to DIYers: You’ll need a crew member’s help to convert your seat before you turn in.) Mingling is highly encouraged in Upper Class: the redesigned bar, which is equipped with four stools but accommodates eight tipplers in total, is the cabin’s focal point, and features an interactive TV screen and LED lighting that can be controlled independently of the cabin, so the crew can create a variety of atmospheres depending on the time of day and vibe of the (relative) crowd. Pre-dinner cocktail hours, wine tastings and shared plates of nibbles are also part of the revamped bar experience. When it’s time to return to your seat to eat, each pod’s design allows a guest to comfortably join you for dinner by sitting on your footrest, and after dinner, you can kick back with the Vera Touch 2 in-flight entertainment system, packed with more than 400 hours of carefully curated entertainment options.

Additional innovations exclusive to the Dreamliner also distinguish the experience. You can be online in-flight (a blessing or a curse, depending on your point of view) thanks to WiFi throughout the plane above 10,000 feet—though even Upper Class passengers have to shell out $23 for it. An advanced filtration system means higher humidity and lower cabin pressure for a less tiring journey (theoretically at least), while dynamic mood lighting, ranging from “rose champagne” to “purple haze,” is designed to help you relax and unwind. To that end, the Dreamliner itself is 60% quieter than other aircraft, while its windows are the biggest on any commercial airline and can be dimmed electronically (and seemingly magically)—arguably the coolest feature onboard.