On CNBC's "Squawk Box" on Wednesday, Branson was particularly frustrated at Alaska Air's decision to kill the Virgin America brand.
"The sad thing is that Virgin America has been voted best airline in the states 12 years in a row by Conde Nast Traveler. And it's a great airline and I think people love it," Branson said.
When asked if he would consider launching another U.S. airline, Branson hinted that he might.
"I think Alaska is very foolish to just absorb it," Branson said. "Watch this space … I don't normally take these things lying down."