High Life in the High Skies: Virgin's Luxury Plane

Aug. 12, 2007 — -- When it comes to air travel, for most Americans, low cost means no frills. But billionaire entrepreneur Richard Branson is hoping to change all of that.

He's betting that the bells and whistles on a new plane, created exclusively for Virgin America, will make the airline America's choice.

Passengers will be able to order food via a personal entertainment system. And, Branson explains, "It will come back to you."

Mood lighting, custom leather seats in coach, and the entertainment system that allows passengers to watch movies and text message other passengers in addition to ordering food are among some of the luxuries aboard this state-of-the-art plane.

"If your children are in another seat [elsewhere on the plane]," Branson says, "you could still play chess with them."

Despite the amenities, tickets will be cheaper than rival competitors, with one-way introductory fares starting at $44 and round-trip tickets ranging to $310.

Watch Bianna Golodryga's report tonight on "World News." Check your local listings for air time.

Branson is betting that an extensive advertising campaign focused on selling the lucrative Virgin image, along with low prices, will fill more seats.

He explains, "The most important thing is to get a reputation. Not a profit."

Virgin is not the only new discount carrier. Skybus entered the market earlier this summer, promising $10 seats. But unlike Virgin, it is an a-la-carte airline. Passengers who want to pre-board will be required to pay extra. And if they want a pillow, they'll have to pay for it.

There is other potential turbulence that could stand in Virgin's way.

High fuel prices have led to higher airfares, even among discount airlines. And summer is a tricky time to launch, since many travelers have purchased tickets well in advance.

Also, with flight delays at record highs, even the industry darlings can have their reputations and profits damaged overnight. People have yet to forget the Valentine's Day nightmare endured by JetBlue travelers, when passengers were stuck on the tarmac for as long as 11 hours.