WESTERN BUREAU:

Virgin Atlantic's twice-weekly flights from London to Montego Bay have been flying near capacity, and forward books are 'encouraging', the airline said two months into its entry in the Jamaican market.

"It has been a fabulous start because Jamaica is a very popular destination in the United Kingdom, and the country's complete range of options has proven to be an asset to the market," said Paul Waite, general sales manager for Europe told The Gleaner during a special travel agent reception in London, last Thuraday.

The airline entered Jamaica with fanfare, led by its billionaire owner Richard Branson whose touristy island-wear complete with artificial dreadlocks and tarmac kiss, ensured full public exposure for the launch, which spelled new competition for Air Jamaica.

Wait said Virgin had sold a record-breaking 27,000 seats in four days. "And Montego Bay was part of that,"adding that the outcome resulted from the strong alliance the airline had built with the travel trade.

According to the sales executive, the airline takes nothing for granted.

Large sales team

"We have a large sales team which is constantly on the road and we also believe that the consumer should have a choice." He noted that the majority of the business in the U.K. flows through travel agents, not online bookings.

Waite said if the Montego Bay route continues to perform well, the airline may increase flights to Jamaica.

Virgin also flies regionally to Cuba, Barbados, St. Lucia, Antigua, Grenada and Trinidad and Tobago.

According to Charles Spence, sales and marketing consultant based in Jamaica, the airline started the Barbados route eight years ago with three flights per week that has now increased to daily runs, with two flights on Sundays.

"It's only a matter of time before we see an increase in our frequency into Jamaica," said Spence.

- Janet Silvera