After resounding success last year, the airline has relaunched its hat valet service for Sydney racing and fashion aficionados heading to Melbourne for race week.

Considering most hats and headpieces designed for the race that stops a nation cost more than your average airline ticket on the Sydney to Melbourne leg, all flights until Friday night will have designated cargo areas that will store hatboxes.

Porters are now stationed inside the airline's domestic lounge specifically to check in some of Australia's most expensive, and fragile, handmade silk and lace headpieces and some of the 28,600 "units of millinery" Cup sponsor Myer sells during the spring racing period.

"The key thing is the Melbourne Cup is one of the best sporting events in Australia and it is without a doubt the most glamorous as well, and what we want to do is bring a bit of that glamour back to flying," Virgin Australia group executive Danielle Keighery told the Sun Herald.

"Hats are obviously everyone's most important accessory so what customers are looking for are those added-on services."

Milliner Nerida Winter, who has created bespoke pieces for members of the racing elite to team with their new season Tom Ford, Valentino and Chanel ensembles, considers the service a spring racing "essential".

"Hats and headpieces have to be supported like your head is underneath them. Like the fashion, they are a work of art. Any weight on them and they will be crushed. Some of the aspects of a hat, like handmade silk flowers, take about four days to make," Winter said.

"A lot of work goes into them, they are very different to something you have picked up off a shelf at Topshop or H&M for $20, you really don't want to see them damaged," she said of her ready-to-wear pieces which sell for more than $250.

Also on offer to Virgin's "high-value guests" are complimentary professional hairstyling, make-up touch-ups and shoe-shining services.

"People usually arrive at the airport frazzled because they are racing to the races. They've got their hatbox which they're worried about whether or not it's going to fit into the overhead compartment, they might not have had a chance to get their blow dry or their make-up done," Ms Keighery said.

One high-flying customer who helped establish the pampering and hat valet services was The X-Factor Australia judge Dannii Minogue, who provides chief executive John Borghetti with regular customer service feedback.

"These are beautiful extra touches for this particular season. I'm very particular about a lounge and what it should be. I'm known for going up to CEOs of airlines and telling them what they need to do to give customers what they want," she said.

"I remember when [Richard] Branson put in that super lounge in London and he always had a hairdressing salon in there so it's good to see his ideas of what travel should be – it should be fun, it should be elegant, chic and glamorous – are now in Australia."

On the other side of Sydney's terminal, the national carrier will be recreating the Kentucky Derby's favourite tipple, the Mint Julep, for those travelling south of the border for a flutter at Flemington.

A Qantas spokeswoman said lounge customers and business class guests will also be treated to champagne, strawberries and cream.