Virgin America (VX) is set to take off for Seattle. Service begins on January 31, and VX is offering deals as low $77+ each way from San Francisco.

Since its maiden voyage in 2007, Virgin America hasn’t shied away from taking on more established carriers, and their new service to Seattle will put them squarely on Alaska Air’s turf. Alaska Air isn’t taking things lying down, though. As the Cranky Flier reports:

“Alaska has effectively decided to turn their Seattle - California services into a shuttle-style operation with flights either on the hour or half hour starting April 27. From Seattle to LAX, southbound flights will depart 15 times daily on the hour (up from 12 daily) while northbound flights will depart on the half hour.”

It will be interesting to see if Virgin America’s promise of better service, more amenities, and that smooth mood lighting can win travelers away from Alaska Air.

It is time for Fred Reid to move on from Virgin America. The rules laid out by the DOT ensuring that Virgin America was truly an American company set a time-line for Reid (who has strong ties to foreign investors) to give up his post as Chief Executive. Replacing Reid is long-time American Airlines executive, C. David Cush.

Get all the details and listen to an interview with Cush by visiting Standard Upright Position.

Billionaire Brit Richard Branson IS “Virgin,” one of the most recognized brands in the world.

Today, Virgin is an empire, with over 200-businesses ranging from airlines to music, from credit cards to soda, from cell phones to space travel, and so much more.

And Branson’s put his own unconventional and stylish stamp on each and every company, whether it’s the sexy advertising (go to the Virgin Atlantic website, and get a “Hello Gorgeous!” greeting) or the “mood lighting” in the cabins of his Virgin America jets.

The anticipation over Virgin Americas next city with new air service is finally over — San Diego it is! Californians with a strong presence from both Southwest and now Virgin America are going to benefit from outstanding pricing for the next several months, both within the state and to destinations on the east coast, New York and Washington DC.

The folks over at Jaunted have some great inside scoop as well and we should see the “Virgin America Effect” to more cities soon. More details in our slightly irreverent “Standard Upright Position” blog.

Flights 90% full this summer and worse over the upcoming holidays — should give every air traveler pause when purchasing a connecting flight.

Our CEO pulled together what he likes to call “Geek Data” to show which cities to avoid or use during the Holiday rush this year.

I turns out Virgin America makes the West Coast a much safer place to travel from or via. The premise is more seats flown = more options when things go south in air traffic control — take a look at your favorite airline you might be surprised.

With Virgin America’s opening of a new trans-continental route between Los Angeles and Washington D.C., we can look for even cheaper introductory prices and the other competing airlines to protect their market share (especially the non-stops) like a lioness with her cubs.

All good news for California air travelers who have recently been getting super airline ticket prices coast-to-coast.

Of Course the ever present Sir Richard showed up for the festivities with some pithy quotes — we should all hope he shows up for many more first route launches in the coming years — that is if you like cheap airline tickets …

Finally Sir Richard is going to get his U.S domestic airline (well at least less than 50% of his airline) off the ground (at least it looks that way right now) even with those pesky legacy airlines derailing him for over a year.

Tickets are on sale, mood lighting is being installed, massaging chairs are sliding into their final first class cabin locations and the Virgin Brand Spin Machine is in full gear — let the hoopla begin — and the glitches