The operator plans to scrap its 'phased booking' system, based on prices that escalate as the day of travel nears, by the end of the year.
To increase the number of passengers carried off-peak, Craig Inglis, Virgin Trains UK sales and marketing director, said the operator will 'remove all booking deadlines and give customers the ability to book all our fares one day in advance'.
Inglis conceded that the company's rigid booking structure had led to confusion in the past, leaving some consumers to conclude that there are no cheap fares.
The replacement pricing model will enable Virgin to use tactical marketing when there is space on trains and low-priced tickets.
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