Virgin will launch a new group-wide rewards and loyalty programme next year in partnership with Delta Air Lines.
Virgin Atlantic and Virgin Group have announced plans to develop a new loyalty scheme, for launch in 2019, with “unique and differentiated” reward opportunities for customers across all Virgin companies.
A new company, the Virgin Group Loyalty Company, will jointly own and manage the scheme with the US airline Delta, which will also integrate Virgin’s existing loyalty start-up Virgin Red.
Members will be able to earn miles on all Delta and Virgin Atlantic marketed flights as long as the flight is operated by Delta, Delta Connection or Virgin Atlantic. Additionally, members can redeem miles for flights operated by Virgin Atlantic, subject to availability.
Virgin says the scheme creates a “more valuable offer” for Virgin customers. Virgin Atlantic’s frequent flyer programme Flying Club will continue, and will continue to use miles as its currency.
Virgin promises that it will offer Flying Club members an expanded range of ways to collect and redeem miles, powered by its new loyalty programme.
“Best rewards possible”
Andrew Swaffield, the former head of Avios, a reward currency used by Aer Lingus, British Airways, Flybe and Iberia, among others, has been appointed chief executive of the new operation, TTG reports.
“Customers expect to be rewarded for their loyalty to Virgin and we want to ensure Virgin customers get the very best rewards possible,” he said.
“Our ambition is to bring the Virgin companies together and combine their appeal to customers, working together to create a truly outstanding offer.”
Oliver Byers, Virgin Atlantic senior vice-president global sales and customer loyalty, clarified: “Today, Flying Club offers Virgin Atlantic’s customers compelling and valuable rewards for flying on Virgin Atlantic, Delta and a range of Flying Club partners.
“This will continue to be the case, but at the same time we’re excited to work collaboratively with Virgin Group to build a stronger loyalty programme and unleash the power of our shared brand to reward customers for their loyalty to Virgin.”