Hand towels and Mimosas: Brightline debuts premium passenger service


Upgraded lounges, pre-boarding and weekend mimosas are part of Brightline’s new premium service introduced Friday.

Passengers opting for Brightline Select service between Miami, Fort Lauderdale and West Palm Beach can access new breakfast and lunch offerings, business amenities like wireless printing and scanning, complimentary scented cold hand towels and self-service beverage stations.

Brightline says it added those services and many others after gathering feedback from passengers.

RELATED: Brightline adding five daily departures from WPB, charging for parking

“What we’re launching is several months of trial and error and having a dialogue with our guests, understanding what they were looking for,” Brightline President and Chief Operating Officer Patrick Goddard said. “We’ve now had several thousand people ride on Select. Many of them are repeat riders. They’ve had a lot to do with what we’re offering.”

Passengers wanted more food and beverage offerings, Goddard said. They also wanted more diversity as well as a first-class traveling experience.

Related: Brightline hopes to extend fast-train service to Tampa

“If you’re going to pay the premium for select service, you’re going to want premium service,” Goddard said. “We really elevated that element of it.”

Passengers traveling with Brightline Select service have access to upgraded lounges that include new breakfast and lunch offerings, self-service beverage stations offering wine, champagne and beer, business amenities, and mimosa or Bloody Mary stations on the weekends.

Onboard services include new food options like fresh pastries, fruit cups and bento boxes, plus magazines, headphones and kids’ bags.

RELATED: ‘Grandma of the Year’ surprises grandson with Brightline birthday party

“What we’re giving people here is time and a great experience,” Goddard said. “They get travel time back, and the time they are traveling is now productive time.”

Prices on Brightline’s new Select service start at $30 per trip between Miami and Fort Lauderdale or Fort Lauderdale and West Palm Beach, and $35 per trip between Miami and West Palm Beach.

Smart+ Service and Smart Service options also are available. All three levels of service offer free wi-fi onboard along with power outlets, large multi-task tray tables and reclining leather seats.

All Aboard Florida, which operates Brightline, is owned by an affiliate of Fortress Investment Group LLC, a global investment management firm. Fortress Investment Group LLC is contracted to manage and advise New Media Investments Inc., which owns GateHouse Media, the parent company of The Palm Beach Post.

Brightline launched service between West Palm Beach and Fort Lauderdale in January, and it extended to Miami in May. Brightline ultimately hopes to expand service to Orlando and Tampa.

For information, visit www.gobrightline.com.



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