California-based Virgin America began offering direct service to Cancun, Mexico, last week. Thrice-weekly service began from Los Angeles on Tuesday and kicked off from San Francisco on Wednesday. Concurrently, the airline announced it was expanding its reach by joining ARC. The new electronic ticketing capabilities will be rolled out beginning with the Worldspan global distribution system in February. The airline anticipates availability through Apollo/Galileo, Sabre and Amadaeus to be complete by sometime this spring.