British billionaire and Virgin Atlantic chairman Sir Richard Branson may be one of the world's leading businessmen, but attempting to out bargain bargain-hungry Israelis at Jaffa's famous flea market proved a very different business proposition.Visiting Israel to inaugurate his airline’s new daily route from London Heathrow to Tel Aviv's Ben-Gurion Airport, Branson opened up a "Come Flea with Me" travel agency stand at the market, haggling with Israelis and offering discounted flight tickets."Israel is famous for its savvy negotiators, so I wanted to go head to head with some of its residents to put my skills to the test and I had to bring my A-game," Branson said, accompanied by Virgin Atlantic's Israeli CEO Shai Weiss. One Israeli market-goer managed to haggle 69-year-old Branson down from $450 to just $45 for return flights, and a British father and daughter also knocked three-quarters off the asking price. A married couple celebrating their anniversary secured an upgrade to business class for their upcoming London trip."With its thriving start-up scene, pristine beaches and vibrant nightlife, Tel Aviv was a key destination for Virgin Atlantic to establish a new route," said Branson."We’re thrilled to be helping our customers discover everything the city has to offer, playing a part in strengthening the cultural and commercial connection between London and Tel Aviv."