Virgin Atlantic introduces major changes in Flying Club loyalty program

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Global Industry News

Virgin Atlantic introduces major changes in Flying Club loyalty program

Research

Mimi Wright Social media manager | The Points Guy

By Sky Industry News

Oct 15, 2024

Virgin Atlantic is set to introduce significant changes to its Flying Club loyalty program starting October 30. The changes, announced last month, will involve a shift to dynamic pricing and expanded redemption and points-earning opportunities. However, the full details are yet to be disclosed.

According to a press release from Virgin Atlantic, award seat prices will "vary in line with demand," meaning that flights in high demand may require more points. Despite not revealing the exact increased prices, Virgin Atlantic has assured that flights from the U.S. to Europe will begin at 6,000 Virgin points—claimed as the lowest for transatlantic flights to Europe.

The involvement of Delta Air Lines, which owns a 49% share of Virgin Atlantic, raises concerns among frequent flyers due to Delta's early adoption of dynamic pricing leading to higher redemption rates. This history prompts questions about how these changes might affect Virgin Atlantic's program profitability and competitiveness.

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A loyal passenger shared hopes for reasonable caps on dynamic pricing increases during peak seasons and suggested allowing members to pay surcharges with points at a rate of 1 cent per point as potential improvements. There is also skepticism about reports suggesting dynamic pricing could apply to surcharges under the new model.

Another suggestion includes offering points-only upgrades without additional cash surcharges for passengers who have already paid airport fees and taxes on their tickets. This change would align with promises made by Virgin regarding upgrade availability.

Historically, Flying Club has provided network-wide discounts on award seats during low-demand periods. Frequent flyers hope this practice continues even with the introduction of dynamic pricing.

Despite some optimism about these proposed enhancements, there remains apprehension about possible negative impacts due to Delta's influence and past experiences with similar models. The community anticipates further clarity once the new system is fully implemented.