Virgin Blue announced today it will be transitioning its advertising during the coming weeks to an all inclusive pricing format to better reflect the total cost of air travel to the consumer.

With the addition of the Global Security Charge, the Ansett levy and extraordinary increases in airport fees on top of a number of other charges, the true cost of travel had become a source of confusion for many customers and travel agents.

Brett Godfrey, CEO Virgin Blue said, Virgin Blue has always been about ‘Keeping the Air Fair’, and with this in mind we approached the ACCC late last year in order to seek a move throughout the industry to fully rolled in pricing. Today’s announcement is the culmination of those discussions that will be implemented in the coming weeks in order to ensure consumers get clearer information about the cost of travel.

Virgin Blue will continue to be the leader in offering accessible, low fares without unnecessary restrictions. We believe both the public and travel agents will recognise that the advertised price they see will be a bit higher than before, but will have no surprises. While this is a break from the long established travel industry practice here in Australia, it really reflects the straightforward approach we’ve taken with the travelling public since day one, Brett Godfrey added.

Virgin Blue has worked closely with the ACCC to reach an unambiguous win-win solution for both travel industry advertisers and the travelling public.

In the coming weeks consumers will see the transition of fare structures, advertising, and other airline collateral to reflect the more consumer friendly approach.

This fare policy will be applied both on Virgin Blue’s existing route network, and as the airline expands into package holidays and international services.

Additionally, to continue its battle to bring the lowest possible fares to the travelling public, the airline will be asking the Commonwealth government to review the ‘Ansett Levy’ as soon as possible after the presentation of the budget.

With the Ansett administrators having recovered significant funds to cover statutory employee entitlements, Virgin Blue believes continuing this tax on tourism even one day longer than required is only bringing undue damage to an already troubled travel sector.

If the $10 return Ansett levy is removed, Virgin Blue has publicly committed to immediately pass on the savings to the travelling public.

Virgin Blue currently services every State and Territory in the country with its fleet of 16 aircraft, including the brand new Next Generation Boeing 737 aircraft. Virgin Blue was recently named Best Low Fare Airline Australasia in the Skytrax Airline of The Year 2002 survey, the industry’s leading passenger survey.

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