Virgin Atlantic executive says more amenities on the way

What is Virgin Atlantic's best weapon against its main U.S.competitors, United and Delta?

If the U.K.-based airline can't beat its competitors with an extensive route system within the U.S., it will try to do so with its amenities, says Chris Rossi, Virgin Atlantic's senior vice president for North America.

Among those amenities: a newly redesigned upper class suite that has the longest bar in the sky, an entertainment system with more than 300 hours of programming, and amenity kits for every passenger including those in economy.

"We continue to focus on the product," Rossi told Today in the Sky this week.

And the product he's referring to isn't just the plane.

Virgin Atlantic is also investing in its U.S. clubhouses. In March, the airline opened the JFK Clubhouse with a salon and a spa and restaurant-quality food.

The latest Clubhouse will open at Newark Liberty Airport in October after the security checks in Terminal B.

"Meatpacking District chic," is what the airline is calling the decor of the new clubhouse. Locally-sourced produce will be used to create the menu.

"We think there's something for everyone on board, not just on the airplane but on the ground as well," Rossi says.

Granted, the clubhouse is meant to be used by "upper class"or business class passengers. But those in economy can buy passes if there's room.

And even economy passengers get some perks on board that they wouldn't get on a U.S. carrier, including a welcome cocktail. They get three choices for meals and free alcohol. They also have their own entertainment system at each seat with a wide selection of movies.

New planes, amenities on the way. Are fees next?

New routes are also on the way, including an additional JFK to London Heathrow flight to begin next month.

And starting Oct. 28, Washington Dulles International Airport will get service on one of Virgin Atlantic's new Airbus A330s. Right now, Dulles gets daily service to London Heathrow on the A340.

The A330 will have the new upper class suite, a touch screen entertainment system called JAM that lets you connect your iPod or camera to view your own content, and cell phone service.

At the moment, seven of Virgin's A330s have calling and texting capability. By next year, that will spread to 14.

When Virgin first announced it would add cell phone service, some critics said having people chatting on their phones during a flight would be disruptive.

But Rossi points out that only six users at a time can use the service. Plus, he says, most people end up using it only for texting.

Today in the Sky also asked Rossi about that one topic that irks U.S. passengers the most: ancillary fees.

In the last few years, U.S. airlines have started charging fees for everything from luggage to printing out a boarding pass to choosing seats.

Virgin hasn't gone that far. So far, the only fees the airline charges are for extra legroom in economy, a clubhouse pass, and limo service at Heathrow.

That'snot to say the airline is opposed to fees. "If (they're) things people value and value paying for, we'll look into offering it," Rossi says.