Virgin American cuts SeaWorld from rewards program
Virgin America is the latest airline to end ties with embattled theme park operator SeaWorld Inc.
The airline has removed SeaWorld from its Elevate rewards program, which lets Virgin customers earn points when spending money on admission and merchandise at attractions in the US.
This move follows a similar decision by Southwest Airlines recently to end a 26-year marketing partnership with SeaWorld.
The Orlando-based theme park operator has been bombarded with negative publicity following the airing of the ‘Blackfish’ documentary which was highly critical of SeaWorld’s treatment of killer whales in captivity.
After the Virgin America decision, SeaWorld shares initially fell 2.3% in New York trading.
In August, after executives finally admitted the controversy had hit the business hard, SeaWorld shares plunged 33%.
Although it will no longer be included in the rewards program, Virgin Group’s tour operator business Virgin Holidays will continue to sell SeaWorld packages.
Recently the Virgin Group’s non-profit arm called Virgin Unite developed a pledge asking businesses not to use marine mammals taken from the wild.
SeaWorld parks in Orlando, San Diego and San Antonio have all signed the pledge.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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