Virgin to launch group-wide rewards programme
Virgin is to launch a group-wide loyalty programme, which will offer members the chance to earn and spend Virgin Atlantic miles across a range of products and services.
A new company owned jointly by Virgin and its partner Delta Airlines will be set up to manage the programme, which will launch in 2019.
Virgin Group Loyalty Company (VGLC) will led by Andrew Swaffield, the former chief executive of Monarch Airlines, which collapsed last year.
Swaffield was previously chief executive of the Avios rewards programme and oversaw its creation. Prior to joining Avios he spent 17 years with British Airways and 10 years with Thomas Cook.
"Virgin is one of the most admired brands in the UK and across the world, serving 53 million customers each year across 60 companies," he said. "Customers expect to be rewarded for their loyalty to Virgin and we want to ensure Virgin customers get the very best rewards possible. Our ambition is to bring the Virgin companies together and combine their appeal to customers, working together to create a truly outstanding offer."
Flying Club will continue as the frequent flyer programme for Virgin Atlantic’s customers and will continue to use miles as its currency. Flying Club members will continue to earn Tier Points and earn and spend miles across Virgin Atlantic, Delta and a range of airline and other partners as they do today, according to the Group.
Virgin Red, a Virgin loyalty start-up, will be integrated into the new group-wide rewards programme.
Oli Byers, SVP global sales and customer yoyalty, Virgin Atlantic, said: "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. We’ll be giving customers more reasons to join Flying Club and fly with Virgin Atlantic and our airline partners."
VGLC and Virgin Atlantic they would release further details of the proposition as it developed.
The Virgin Group includes financial services, telecommunications, a radio station and hotels and holidays as well as Virgin Atlantic.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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