In a significant move to encourage its passengers check-in online, Virgin Atlantic has decided to launch a new initiative. By way of getting more passengers check-in online, the airline is offering discount vouchers redeemable over a range of attractive benefits.

With effect on travels between 1st August and 30th September, the scheme is available for online check-in while traveling from London Heathrow to London Gatwick or Manchester. According to this scheme, the web-based check-in of the airline will offer a chance to the customers to print off a discount voucher. Notably, the voucher offers £6 off over every £30 spent on Virgin's in-flight Retail Therapy shopping service. The passengers will also receive attractive discounts and vouchers that can be used at a range of duty free retail outlets located within Heathrow Airport's Terminal 3 and the South Terminal of Gatwick Airport.

Paul Dickenson, the airline's sales and marketing director, remarked, "We hope that this promotion will encourage passengers to check-in online before their trip as it means that on arrival at the airport, they simply hand over their luggage at the 'Bag Drop' desk and go straight through security, making the whole process much quicker and stress free for them."

Earlier, the airline decided to boost either online or kiosk check-in and achieve the target of over 80 percent of its travelers using these modes. The new initiative is aimed at achieving this target by the end of this year.