There’s air travel and then there’s budget air travel, and if you live in the US, flying any distance is pretty easy to dread. Some of our domestic airline carriers leave you grounded on the tarmac for hours at a time, while others consistently delay flights, and still more are constantly overbooked. There’s nothing enjoyable about spending four hours in a cramped airliner seat, especially after you’ve had to pay your checked baggage fee, buy your own lunch, and purchase headset if you don’t want to accidentally cause bodily harm to the small child squirming in the seat directly behind you. Suffice to say, it’s not a pretty picture.
But in a world where nearly every carrier I can think of is committing more customer service sins then I ever knew even existed, there is a glimmer of hope, and that small ray of light isn’t gold, it’s purple. That’s right, it’s the in-cabin lighting of Virgin America’s ultra-posh Airbuses. Now, before I spend an entire article gushing about how Virgin America is doing things right, you need to know I am not taking handouts from Virgin. No one is paying me to write such wonderful things about the airline, and while at first it may seem like I must work for Virgin on commission, by the time you read through all the reasons why Virgin America is worth your pennies, you just might find yourself becoming a disciple. Your path to seeing the purple light begins with just that, Virgin America’s mood lighting.

Mood lighting in the main cabin, licensed by http://www.flickr.com/photos/crucially under CC BY-NC-SA 2.0
Like a well-engineered ride at Disneyworld, or a particularly trendy lounge, Virgin America has some pretty funky atmospheric elements. From the moment you check in at those ultra-fast kiosks to the moment you board past those blaringly white gates, greeted by Euro-coat toting stewards with spiky hair, it’s pretty easy to pick Richard Branson’s newest airline endeavour from the crowd. The plane’s ambiance is the best example of the company’s attention to detail, as the cabin lights go from discoteque pink to a cool purple, a change which is intended to be less harsh lighting that mimics the time of day, creating a more restful flight experience. And you just thought they were cool.
It’s the little touches such as daylight-timed lighting and the half-size boarding passes that provide an entirely different user experience than the average airline carrier does. In fact, the entire flight is filled with brilliant design left and right. For example, the headphone jacks usually found on airlines are of the two-prong variety, while on Virgin America they’re the standard, single 1/8″ jacks that allow you to use your own headphones. Imagine that, making headphone jacks compatible with headphones! Every seat on Virgin America, even in coach has standard-outlet electrical plugs, so you don’t have to ration your ipod battery anymore. Even better, every Virgin American flight now offers free in-flight wi-fi, so you can actually get something done next time you pull out and power up your portable computer. How much extra do all these little bits and bobs cost? Nothing. It’s included in every Virgin America flight. It’s like they actually care about their customers needs, and instead of cutting corners or trying to capitalise on uncomfortable two-prong headsets, have decided to accommodate the needs of the frequent flyer. What a concept.

Seat on Virgin America, licensed by http://www.flickr.com/photos/binderdonedat under CC BY-ND 2.0
I’m just getting started, too. Let’s talk about in-flight service. All the liquids you’d normally get for free on any other domestic carrier are the same — beer, wine and spirits for sale, and all the juices, pops, and hot teas and coffees you can drink are still gratis — but it’s not really the selection that’s so great. You order your drinks from your seat, saving you the frustration of A) having to wait for the drink cart to reach you in seat 26, B) not being able to return to your seat because of the damn drink cart, C) drinking when you are not thirsty because you only get one shot at hydration, D) only getting one drink. It’s a great system, and I imagine it saves the flight attendants because it spreads the drink requests out to a more manageable stream. The other great part about your in-flight services is that they don’t necessitate an endless stream of loudspeaker announcements. Virgin America flights go through the basic and required announcements, but they don’t pester you with duty-free shopping options, a list of things you can buy, or news about how to earn double points with the Elevate flyer programme. They’re quiet. They let you get on with your book, or your movie, or your nap, or your internet browsing, or your whatever. I swear they actually want to make your flight experience better or something.
That brings me to the food. I knew I loved Virgin America when I looked at the food menu and saw the words “extra crackers” in the description for the cheese and fruit plate, as if to indicate that instead of getting a one gram cube of cheese with a single cracker, you were going to be given multiple cheeses and more than enough crackers with which to gobble up the goodies. Virgin America was true to its word, for I received a serious wedge of Camembert, four slices of soft Swiss, two thick cut pieces of yellow Cheddar, and a hunk of Gouda, plus half a dozen Mozzarella balls with cherry tomatoes, red grapes, and a marinated artichoke. A serious cheese plate for $8. Moreover, I was excited that there even was a cheese plate. As a vegetarian, I often find that if I want to eat on a cross country flight, I have to bring my own lunch, which can get pretty tricky if you’re going through security somewhere like DC, where even dried apricots can appear suspect. Every Virgin America flight I have taken had a vegetarian option, and a pretty good one at that. I’ve eaten awesome caprese sandwiches and even seen the cold soba noodle salad with panna cotta and marinated shitake. There are thai beef wraps and arugula and goat’s cheese salads, and no shortage of fancy nutmixes if that’s your thing. Of course all of these are for sale, but aside from Continental, I haven’t been fed for free on a flight (in coach) since I wasn’t old enough to make my own plane reservations. Being able to pay via credit card, email your receipt, or even buy food you actually want to eat is one gigantic perk.

Vegetarian in-flight lunch, licensed by http://www.flickr.com/photos/santos under CC BY-NC-ND 2.0
The only bit we haven’t covered is the Red, Virgin America’s personal entertainment system, which beats the pants off of Jet Blue’s because not only can you order food, drinks, and snacks, watch live satellite television, and listen to music, but you can rent from a large variety of movies, instant message your mate eight rows up, and challenge another passenger to a multiplayer video game, like Doom. Most of it’s free, and all of it’s pretty comprehensive, making your flight much more enjoyable than staring at the seat head of you for six hours. And that’s another reason Virgin America earns some sizable brownie points: all their flights are nonstop, so when you fly to SFO from JFK it takes you 6 hours instead of 12, and with a 3-hour time change and a business meeting hours later, timed saved is everything.
Now, to any pioneering American, it would seem that so many amenities would come with a fairly hefty price tag, but it’s all included. Yes, you get the extra legroom, the electrical sockets, the normal headphone jack, the tetris and TLC, the peace and quiet, the gourmet meals, the funny safety video, and the mood lighting all for the price of a normal ticket. In fact, Virgin America is consistently and significantly cheaper than most airlines for the flights it does offer. For example, the average flight from IAD to LAX costs about $275 on a good day, usually has one stop, and is, well, not nearly as fun to fly. The Virgin America flight between IAD and LAX (which I have flown many times) is $205 on a good day, while many of their other legs, especially those out of San Francisco, can get ridiculously cheap. Their last holiday sale had flights between SFO and JFK as low as $39 each way. That’s all kinds of crazy competitive. The only downside is that Virgin America doesn’t fly everywhere. It’s picked some major cities and flies between them more or less exclusively: Los Angeles, Orange County, San Francisco, Seattle, Las Vegas, Boston, New York, Washington DC, and hopefully more to come (Philadelphia, Houston, and Chicago would be nice). If you’re like me and would rather be stuck on a United flight to Honolulu than take a propeller plane to Wyoming, then Virgin America is the carrier for you, but even if you don’t dig their ports of call, Virgin America is still doing quite a few things right.