So, most players in this game play PvE. This is a given. However, they claim to PvP based on their sporadic bouts with RA and AB, and the rare instance of HA. Unfortunately, this doesn't really introduce players to organized PvP, especially GvG.
RA and AB are their own different creatures, but they're both casual, and occasionally get people into PvP. AB is more fun due to the amount of people - 12v12 is pretty fun, and teamwork normally leads to victory. RA is fun as well, but the problem is that a team without a healer normally loses, and the 4v4 format leaves little room for error.
Most players don't gravitate towards GvG, citing how hard it is to get into, and that most players are discouraged from it, noting the effort involved in forming a group will be for naught after immediately getting rolled by a superior guild team. So, Anet should take a lesson from RA and AB, at least to entice introduction to GvG, which most players find, after enough immersion in it, to easily be the best part of GW.
RA style GvG - that is, unrated matches between two teams of 8. It wouldn't be "guild versus guild", so to speak, but "eight random twats vs. eight random sods." To forstall the usual frustrations with RA - Healer = win, no healer = loss, the game should take into account several things. The Halo matchmaking engine, while it does this imperfectly, attempts to gauge your skill level. Someone in a new format might be stomping people initially, but will eventually hit a wall when the game sizes them up finally with players along their same skill. The current GW system does this (SORT OF, pretty poorly, but it tries) with guilds, based on rank.
The system should take into account PvP titles, and availability of healers. The other professions are present enough, but making a team wait so that 2 healers of some sort can be put with them make for a better experience. While it may indeed lead to imperfect matchups (weird monk builds when they should have been heal/prot), this can attempt to alleviate the normal frustrations one feels RAing.
I know this is a wall of text, but there have been many times when I've wanted to GvG, but do it casually, without a fear of failure, or serious play. RA does this well, but it doesn't do a good job of introducing players to the GvG format, nor does it satisfy the desire to casually GvG. A random arena style venue where some sort of calculation of titles can take place (yes, they don't mean much, but they mean something) as well as consideration of a healing backline would ease players into it.
The GvG format by itself is fun, but organization is difficult and time consuming, a major deterrent to new players. As RA stands, it's a quick and easy, albeit unforgiving venue to experience player vs. player action. The GvG format is really fun, and so by creating a seperate arena, one not linked to the ladder of ATs, I think would introduce new players to the gameplay without a trial by fire.
Forgive the shoddy structure of my argument, I'm on a lot of coffee right now.

Nota bene: Obviously not for GW1, but would be nice for GW2. I also understand there exists a GW2 suggestions thread, but this is something that should have been in GW1 to start. PvP is a different beast entirely from "Hair stylists should be in GW2!!!"