Virgin America, voted “Best Domestic Airline” by Travel and Leisure for eight consecutive years, is getting a little more tropical with its latest destination. The customer experience leader is expanding its service to include daily flights from Los Angeles to Hawaii. The move will go into effect on May 5, with nonstop flights from LAX to Honolulu.
The Virgin America customer experience is unmatched in the U.S. travel industry. The company has worked to disrupt the vertical since being founded in 2007 as a part of Richard Branson’s Virgin Group. In-flight accommodations include First Class massage seats, touch-screen entertainment options, on-demand food service, and a 3,000-song library available to browse.
As a whole, Virgin Group has always been committed to providing a unique customer experience. Beginning in 1973 with Virgin Records, the brand has leveraged its trendy 
image to become a powerhouse in multiple industries, including music, telecommunications, and even space tourism.
The company’s Elevate loyalty program also benefits from the expansion, with program members gaining the ability to redeem as few as 8,278 reward points for a flight to the Aloha State.
“Since we launched our Hawaii service last year, we’ve seen firsthand why it is one of the most popular leisure destinations among West Coast travelers,” said David Cush, Virgin America President and CEO. “The guest response to our new routes has been extremely positive, which is why we are so pleased to announce that we are expanding our nonstop service to the Los Angeles market. This new service from LAX not only brings this world class destination to our guests and Elevate members in the Los Angeles area, it opens up a number of round-trip connecting flights to markets across the country.”
Members earn five points per dollar from the base fare on all Virgin America flights, as well as engaging with partners including Teleflora, Virgin Hotels, and Viceroy. The points can then be redeemed for future flights with the airline.
The company is kicking the expansion off in style, announcing a “Hot Ticket to Hawaii” fare sale in which travelers can purchase tickets at a discounted price. The increase to customer engagement and brand awareness will provide the brand with opportunities to further disrupt the market.