Virgin Group will launch a new Virgin-wide loyalty programme to reward customer loyalty across Virgin branded companies. This new loyalty programme will offer members the chance to earn and spend ‘miles’, the currency of Virgin Atlantic’s frequent flyer programme, across a range of products and services.
A new company, Virgin Group Loyalty Company (VGLC), will be established to own and manage the programme. Virgin Red, an existing loyalty startup within the Virgin Group, will also be integrated into the group-wide loyalty programme, which will bring rewards across the Virgin family together into a single company. VGLC will launch in 2019 and will be owned by Virgin Group and Delta Air Lines.
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. In the future Flying Club members will be offered new ways to earn and spend miles that will be powered by the new Virgin loyalty programme.
Andrew Swaffield has been appointed as CEO of VGLC. He was previously Chief Executive of Avios and oversaw its creation, and most recently was CEO of the Monarch group. Prior to that he spent 17 years with British Airways and 10 years with Thomas Cook.
Swaffield 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.”
Oli Byers, SVP Global Sales and Customer Loyalty, 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.”