Virgin Atlantic revolutionizes loyalty scheme for occasional travelers

In a significant shift within the airline industry, Virgin Atlantic announced plans for a new loyalty scheme aimed at rewarding flyers who travel infrequently, such as once or twice a year. This initiative represents a strategic departure from the conventional practices of many airlines, which typically provide elite status based on frequency and spending. Virgin Atlantic's approach seeks to recognize occasional travelers, particularly those loyal to the airline for their occasional trips, like vacations to the Caribbean. This announcement coincided with heightened discussions around airline loyalty programs triggered by recent changes in competitor British Airways' loyalty offerings. British Airways revamped its loyalty program to favor frequent flyers based on spending rather than the number of flights taken. Many travelers have voiced concerns that this shift has made it more challenging and costly to achieve higher status levels, which come with perks such as lounge access. In contrast, Virgin Atlantic aims to cater to a broader audience by acknowledging various forms of loyalty beyond frequent flying. Anthony Woodman, Virgin Atlantic's vice-president for Flying Club & CRM, described this new loyalty proposition as focused on long-term travel patterns and expressing gratitude through rewards that are easier to obtain. The airline intends to create a framework that provides status points or frequent flyer miles while offering additional benefits such as lounge access. Though specific details remain undisclosed, experts in the frequent-flying community have welcomed the initiative as a promising opportunity to remove arbitrary restrictions associated with traditional loyalty programs. Observers note that this policy could particularly benefit the