The total experience the customers have of the branded product and service. For example, Virgin Atlantic view the total customer experience for business class customers as an end-to-end experience. Customers are picked up from their departure point by a limousine, they are checked in without leaving the car, they go to the well-branded Virgin lounges where they enjoy complimentary food, drinks, shoeshines, massages, haircuts, manicures, and pedicures; where they can listen to music, work on their computer, use a small office, make calls, surf the Internet, and read in the library. In the flight itself, there is also a complimentary massage and manicure service. Some planes have an open stand-up bar, as well as a wide range of food that can be taken at any time, innovative entertainment, and then a complimentary limousine pick-up after checking through customs to go to the final destination.