Passengers flying on Virgin Australia will be able put away their wallet after boarding.
Virgin Airlines Australia is offering free food and beverages to passengers who are booked on any of its domestic flights. It will also allow checked baggage on board the aircraft.
This is added to its existing free in-flight wireless fidelity connection.
"We're delighted to announce that the Virgin Australia product offering now includes complimentary food and drink, checked baggage on all flights as well as entertainment across our domestic network," Virgin Australia’s Chief Customer Officer Mark Hassell said in a statement.
"The roll out of free food and checked baggage, to complement our wireless in-flight entertainment, is an important part of our ability to deliver a consistent, premium service across our network."
The company owned by Richard Branson has been trying to reposition itself locally to take on Qantas, which is dominating the Australian market and has already integrated the checked luggage and meal as part of its marketing strategy.
Meanwhile, closer to home, Virgin America was named the top U.S. airline for the third consecutive year in the annual Airline Quality Rating report. The airline earned its place due to its charting mishandled bags, low percentage of passengers denied boarding and customer complaints, the report said.