Virgin Australia bans "mate"

Society Posted on 25/07/2012

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Cabin crew with Virgin Australia are to take part in an etiquette course to train them to stop calling passengers 'mate.' Following training, only frequent flyers with the airline will be allowed to be greeted with the common informal Australian term. Currently, Britons journeying Down Under are likely to be called "mate" by Australian airline staff, as traditionally the term is one of hospitality in Australia and signifies kinship or 'mateship.' Nevertheless, bosses at Virgin Australia, formerly known as Virgin Blue, argue that customers on the high-budget airline should receive more formal customer service, particularly in business class. Nevertheless, travellers can opt for the informal 'mate' approach providing they are frequent Virgin flyers and have given consent via the Virgin database.

Virgin Australia hopes to improve flyers' experience further as the ?Elevate' training course will teach flight attendants etiquette, wine-appreciation, grooming and body language, according to the Australian Daily Telegraph. Furthermore, holidaymakers who choose Virgin Australia will benefit from upgraded airport lounges. For example, the existing pool tables in Melbourne airport will be replaced by baristas and buffet food, as directed by Mark Hassell, Virgin Australia's group executive of brand and customer experience.

This move follows Virgin Australia's revamp of cabin crew uniforms, which were glamorously modelled by Elle Macpherson in 2011. Hassell qualifies the face-lift saying: "We are not creating clones and we are not creating straightjackets for people. We want to retain the spirit that exists within Virgin... but put it in a context that is equally relevant for business-purpose and corporate travellers."

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