The company announced that East Coast customers will be offered cheaper advance ticket prices and seat reservations on the day of travel – rather than before.
Previously advance fares were only available to purchase up to 11.59pm the day before travel.
But those travelling on the east coast route between London, Yorkshire and Scotland, can now save up to 43 per cent on some routes.
Suzanne Donnelly, commercial director at Virgin Trains on the East Coast said: "Customers who can buy tickets well in advance will continue to benefit from the very cheapest fares, with booking now available six months ahead.
"However, we know that's not possible for everyone on every journey which is why customers can now purchase advance fares on the day of travel and save money as well as reserve a seat.
"With more of our cheapest fares available on the day of travel, we're providing customers with a more affordable and relaxing alternative to road or air travel and we're proud to be leading the way with changes that will ensure customers get the best value for money."
Virgin Trains calculated that the changes could save customers £7.1 million a year based on the number of journeys made in the last year for which customers bought a ticket on the day of travel.