The Virgin Group has announced it will set up a new company to develop a loyalty programme that will use the same ‘currency’ as the existing Virgin Atlantic Flying Club.
Virgin says Flying Club will continue to operate as the frequent flyer programme for Virgin Atlantic customers, while Virgin Group Loyalty Company will set up and manage the new scheme.
Existing loyalty start-up Virgin Red will be integrated into the group-wide programme and will bring rewards from across the group into a single company called Virgin Group Loyalty Company, which is expected to be established in 2019 and will be owned jointly by Virgin Group and Delta Air Lines.
Virgin says Flying Club will continue to operate as the frequent flyer programme for Virgin Atlantic customers, with “an expanded range of ways to collect and redeem miles” to be provided by the new programme.
Former Monarch and Avios boss Andrew Swaffield has been appointed as CEO of the new Virgin Group Loyalty Company.
Swaffield commented: “Virgin is one of the most admired brands in the UK and across the world, serving 53 million customers each year across 60 companies. 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.”
Oliver Byers, SVP of global sales and customer loyalty at Virgin Atlantic, added: “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.”
Further details of the new loyalty programme will be released as it is developed.