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Virgin Galactic: “We want to take long-haul air travel above the atmosphere”

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Virgin Galactic: “We want to take commercial air travel above the atmosphere”

The first Virgin Galactic passenger flight, which has been almost a decade in the making, is expected to take place within 12 months. Sir Richard Branson, Founder of the Virgin Group, will be on the first flight with his two children.

Over the next year or so, commercial travel will be revolutionised when Virgin Galactic launches the first ever space tourism flight, which has so far been nine years in the making. While it is initially only available to those rich enough to afford a $250,000 ticket, the company is keen to bring space travel to the masses and aims to offer a passenger experience far exceeding anything that has been offered before.

Ranging from the flight preparations that all passengers – or astronauts – must undertake, to the geography lesson they receive to allow them to fully appreciate the spectacular sights, to the design of the spaceship interior, every aspect of the customer journey has been intricately planned to ensure it exceeds all expectations.

“Unlike commercial air travel, the flight is the experience,” Stephen Attenborough, Virgin Galactic’s Commercial Director, told FTE. “It’s a much more intense and uplifting experience.”

Preparing for the space travel experience

Preparing for the space travel experience

SpaceShipTwo will cruise up to 50,000 feet before being released from the carrier aircraft and breaking the sound barrier in just six seconds.

While air travellers often arrive at an airport unsure of what to do or where to go, the experience for the first batch of commercial space tourists will be very different. Attenborough said: “We spend three days with the future astronauts in New Mexico before the flight to prepare them for the sensory overload, free them from any anxiety, and make sure they are well informed, safe and ready to enjoy the flight.”

Before take-off, there will be no long queues or last-minute checks, just a journey down a long escalator and a walk through a friends and family area, before taking a seat on the groundbreaking SpaceShipTwo. The flight itself will be like something from a Hollywood movie. After a calm take-off and a cruise up to 50,000 feet, the spaceship will be released from its carrier and, according to Attenborough, “the astronaut presses a button and everything changes very quickly”.

Preparing for the space travel experience

Virgin Galactic hosted a ‘Your Flight DNA’ event for all of its customers in September to thank them for their commitment to the company and to celebrate the latest milestones. “These future astronauts have been huge ambassadors for the brand,” Stephen Attenborough, Virgin Galactic’s Commercial Director, told FTE.

SpaceShipTwo will reach the speed of sound in just six seconds and passengers will experience 3.5-Gs of force from front to back. “We’ve made sure you can look out of the front windscreen past the astronauts, so you can truly experience the blackness of space in broad daylight,” Attenborough explained. “You will be able to watch the sky go from blue to purple to black.”

“When the engine goes off, there’s absolute silence. You don’t weigh anything and you can get out of your seat to experience a few minutes of weightlessness.” Again highlighting the onus on passenger experience, the spaceship has been designed so the seats recline to allow maximum space for the customers to move around and enable them to get as close to the windows as possible to view planet Earth from orbit.

Once gravity takes hold again, passengers will be strapped back in to their reclined seats and by the time the spaceship has dropped back down to 70,000 feet, the seats go upright again before a high-altitude glide down to the Spaceport America runway.

“The experience will be delivered in a way people would expect from us. Safety is first and foremost, but the experience of the G-force, zero gravity and the views from space are right up there,” Attenborough said. “The aim is for people to enjoy each stage of the flight to the full.”

“London to Sydney in two hours”

“London to Sydney in two hours”

Stephen Attenborough, Commercial Director, Virgin Galactic: “If airports put as much thought into it as we have with Spaceport America, a lot of people would have a much nicer airport experience!”

Attenborough explained that a “maturing industry, competition and investment in R&D” will help drive ticket prices down, but he said that the high launch prices reflect the model that was adopted by the early commercial aviation industry.

Furthermore, rather than being seen as a product reserved for the wealthy, Virgin Galactic aims to “push long-haul air travel above the atmosphere”.

He said: “You could do London to Sydney in two hours. Imagine it; for some flights you’d be standing in the immigration queue for longer than the flight! This is feasible, but it’s not simple. It would have to be done in a number of stages, but we have to take the first steps first.

“We have to prove we can transport people with the safety and regularity of a commercial airline. Richard (Branson, Founder of the Virgin Group) is very confident we will get there. Lots of components are already there but it needs to be commercialised.”

The Spaceport experience

The Spaceport experience

Spaceport America was designed by Foster + Partners in collaboration with SMPC Architects. Virgin America’s brief was to design something that is both theatrical and practical.

In the meantime, the air travel industry could take a few lessons from Virgin Galactic and Spaceport America to enhance the experience offered to customers. One example highlighted by Attenborough is the design of the passenger facilities. “With Spaceport America, a gateway to space was designed,” he said.

“We said: ‘Don’t think about the hangar, think about something spectacular’. It was designed with the astronaut journey in mind and thought was put into everything, including even the positioning of the building. It’s very theatrical and it’s very much a part of the journey, but it’s also practical.”

While a handful of airports have been designed with the passenger experience and a sense of place towards the top of the agenda – with the new Bradley West Terminal at LAX providing a good example – more airports could prioritise this to benefit the passenger. “If airports put as much thought into it as we have with Spaceport America, a lot of people would have a much nicer airport experience!” Attenborough joked.

With the first passenger flight to space slated to take place within 12 months, there’s no doubt that Virgin Galactic is on the verge of redefining travel. Although making it affordable to the masses and bringing commercial air travel above the atmosphere may be some way off, airlines and airports should pay close attention to how Virgin Galactic is prioritising the passenger experience at every step of the journey.

Future Travel Experience Up in the airIf you are committed to enhancing the onboard passenger experience, make sure you attend the FTE Up in the Air conference, which will take place at our flagship event, FTE Global 2014, in Las Vegas from 24-26 September 2014. The theme of the event is 'Redefining the end-to-end passenger experience'.

The Up in the Air conference will focus on all things in-flight – including IFE&C, passenger and crew connectivity, cabin design, passenger comfort, personalisation and ancillary revenue generation – and we look forward to playing an important role in shaking up the passenger experience in the air, which has evolved very little in the last 20 years, unlike on the ground.

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3 comments from our readers

  1. Mark Mercer says:

    Rather exciting in concept. The “space tourism” aspect, even for that brief suborbital flight, is understandably a draw for many if they have that kind of disposable income. But does anybody really think this is the commercial aviation successor to the now-abandoned SST concept? Seriously? London to Sydney in 2 hours is great – if it didn’t take 3 days of preflight prep, stringent health screenings, and other prerequisites.

    I just don’t see how a multi-G spaceship concept is going to work for commercial aviation anytime in at least the next half-century. If then. Perhaps working on improved SSTs and hypersonic aircraft would be more successful for that limited-but-commercial market intercontinental long-haul ultra-speedy transport niche.

  2. Personally, I can’t wait.

  3. alex wilson says:

    I’m still not convinced that Virgin Galactic is going to have enough customers to make a profit, so the idea of them profitably carrying uber-wealthy people on ultra-fast intercontinental flights strikes me as even less realistic.

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