Virgin Australia has lifted the curtain on its long-awaited invite-only private Beyond Lounges in Melbourne, Sydney and Brisbane.

The ultra-exclusive new lounges are reserved for corporate partners, some high-status Velocity Frequent Flyer members and key opinion leaders throughout the country.

In a survey of Beyond members conducted last year, privacy was found to be one of the most important attributes of the invitation-only lounges, so the entrances to these coveted spaces are hidden behind unmarked doors located nearby Virgin Australia’s existing domestic lounges in Melbourne, Sydney and Brisbane.

Once members do make it through the hidden entrance, they’ll be met by uber-swanky leather-clad and oak timber walls, plush Chester-style armchairs, bright greenery and secluded privacy pods.

Plus a range of seating zones are spread throughout the lounges, with different spaces to dine, relax, refresh and recharge including end of day facilities such as showers (available from 1 July 2022), towels and premium bathroom amenities by Appelles Apothecary Lab.

Private offices and board rooms are also available in each Beyond Lounge and can be booked by members ahead of or on the day of travel.

The re-opening of Virgin’s lounge network (previously known as The Club), a key benefit of the new Virgin Australia Beyond loyalty program announced last year, signifies a major milestone in the airline’s transformation plan and follows a long list of significant customer improvements since Virgin Australia was relaunched in 2020.

“We are continuing to write a new chapter at Virgin Australia and this is the next wonderful edition of our transformation journey,” Virgin Australia Group CEO Jayne Hrdlicka said.

“The program forms part of the wider offering Virgin Australia is bringing to the market. From airfare pricing to rewards through Velocity Frequent Flyer, and great travel experiences in our lounges and on board our flights, we are incredibly focussed on having the right mix of products and services to meet our 33 per cent domestic market share ambitions this year.”

The airline recently reduce its Business Class fares by up to 60 per cent compared to pre-COVID levels, seeing some one-way domestic Business Class fares available from as low as $299 one-way, with savings of over $500 one-way on selected routes.

“In an independent airfare study released in July 2021, our Economy fares were found to be up to 67 per cent better value, so it’s going to make it very hard for any business to look past Virgin Australia at a time when value is more important than ever,” Hrdlicka continued.

“Many months have gone into market research and listening to feedback from our premium loyalty members, including me personally speaking with some of our largest corporate clients. We are confident we have the right model in Beyond to drive exceptional loyalty from corporate Australia while delivering strong commercial outcomes for Virgin Australia.”

Virgin Australia Beyond is now the highest tier of loyalty for Virgin Australia customers and sits alongside the airline’s award-winning Velocity Frequent Flyer loyalty program which continues to offer Red, Silver, Gold and Platinum status.

Beyond member benefits include access to dedicated Beyond Lounges, a dedicated phone concierge service to make or change bookings, four complimentary upgrades to Business Class each year and a complimentary Velocity Gold membership for the primary member’s executive assistant.

Members can also nominate a spouse/partner for Beyond membership to enjoy the same benefits.

To coincide with the opening of Beyond, Virgin has launched a new and fresh à la carte menu for Beyond members, featuring both light and substantial fresh menu options prepared on-site using fresh Australian produce.

The breakfast and all-day dining menus will rotate regularly based on supply and seasonality, complimented by a wide range of carefully selected beverages, including spirits, Australian wine (white and red), cocktails, freshly squeezed juices, sparkling and still water, tea and coffee.