I know that l'm probably in the minority here, but the whole Any-Time-Access I didn't really understand from a business perspective. Why would you let your customers use your facilities (Lounge), when they aren't using you (for that upcoming flight) and a competitor instead. Who else, besides Virgin now, has ATA?
No one does, from what I can tell.
BA and LH used to have it, the former being the last hold-out that I know of (BA Golds had access to all BA operated lounges around the world irrespective of carrier, but without flying BA or
oneworld they were not entitled to a guest). BA eliminated their "Open Doors" policy after QF got rid of ATA (not a result of, but just telling you who did it first).
The Radisson hotel group had an interesting thing going where elites could walk into their hotels and use their hotel lounges even if they were not staying at the property. Again, it's gone the way of the dodo.
So I think Virgin Australia stands alone on this one.
I wonder if SQ Solitaire PPS, QF CLs and/or BA Premiers have a sort of ATA? (Not that it matters; only
one of those tiers is tangibly achievable by the general public...)
There are reasons (both valid) to and for ATA, as well as worthy uses of ATA (some uses of ATA before were definitely not in the spirit of intent). Probably good material for a new thread (though it has been debated with much vitriol before); problem is that if you never knew about ATA before you can't really participate in the debate. Now we are off-topic....
With Virgin now offering ATA and 4 upgrades upon reaching VA Plat (on top of other benefits), they really have gone all out to entice QF WP's, the question is, how long will this benefit last before being 'enhanced' ?
Whether it will be enhanced in 1 or 10 years, I guess that's more reason you should milk it as much as you can full teat...err, I mean full tit....erm, full tilt... ah never mind.....