Virgin Group Launches Brandwide Loyalty Program
by Daniel McCarthy
Virgin expects to launch its new loylaty program next year. Photo: Edith Rum/Shutterstock.com.
Virgin Group and Virgin Atlantic announced Thursday that it is planning to launch a new Virgin-wide loyalty program to reward customers who are loyal to the Virgin brand across the industry.
The news means that, in the future, Virgin guests might be able to earn points on Virgin Atlantic and spend them with another Virgin brand such as Virgin Vacations, Virgin Hotels, Virgin Voyages, and more. (No word on whether Virgin’s hot air balloon company, Virgin Balloon Flights; or its spaceflight company, Virgin Galactic, will be included).
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The new program will be co-owned by Virgin and Delta Air Lines under a new company called the Virgin Group Loyalty Company. The program is expected to launch next year and will absorb Virgin Red, one of Virgin’s current loyalty programs; and will eventually integrate with Virgin Atlantic’s Flying Club, the airline’s current program that will continue to operate for the time being.
The former CEO of Avios, Andrew Swaffield, will lead the Virgin Group Loyalty Company. Swaffield was most recently CEO of the Monarch group, and before that, he spent 17 years with British Airways and a decade with Thomas Cook.
“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,” he said in a statement.
According to Virgin, “a wealth of new partners” for the program will be announced as its launch date draws nearer.
