VIRGIN Atlantic Airways will add a third service to its schedule starting in November.

The increase in service to Montego Bay will “bring benefits to the Jamaican economy through increased tourist numbers”, according to regional manager Nick Parker.

He said the extra frequency will also give Jamaicans the chance to experience the company’s new in-flight entertainment system, which boasts up to 300 hours of the latest movies, TV shows and music.

Passengers will also be able to e-mail, text and talk from their mobile phones through Panasonic’s “eXPhone” system.

“We are offering a vastly enhanced service in all cabins on the Montego Bay route,” said Parker.

Over £50 million ($7 billion) has been allocated for the aircrafts retrofitting and will also include the installation of wider seats in both economy and premium economy.

Although work on the Gatwick-based fleet is not expected to be done until October, marketing and PR executive at the airline’s Caribbean office, Beverley Layne, says the first refitted aircraft will come into service on the Caribbean routes as soon as next week.

But will passengers be able to afford the upgrade?

“The refitting will not change ticket prices,” Layne said. “This has been in the works for some time now and is not something that will affect cost to passengers”.

The refurbishment of the fleet’s seven planes is the first major step in Virgin Atlantic’s £100 million ($14 billion) product investment plan.

It says investing in “new product innovation” will keep it in the lead with regards to customer experience and service.