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We chose Virgin Atlantic for a Paris-Tokyo flight in July 2013 mainly for reasons of price and convenience: €680 for a return flight. Only Aeroflot offers cheaper tickets, but that involves a mandatory 15 hours stopover in Moscow.
The Paris-London flight was operated by British Airways. Based on a very unpleasant experience with Finnair last year on a Paris-New York flight, I wasn't expecting a high standard. But it was the reverse of what I expected.
The seats were especially wide and comfortable (bearing in mind we were in economy class). The staff were very welcoming, friendly and attentive (both on the ground and in the air). The food was of a high standard, and there was lots to entertain you. The twelve hours of the flight didn't seem that long to me. There were no problems collecting the baggage, and the flight was on time. I recommend this airline and will definitely use them again if I can.