Virgin Atlantic adopts dynamic pricing model for loyalty program awards

From October 30, every seat on a Virgin Atlantic-operated flight can be booked using points. This marks an expansion from the previous system that offered 12 award seats per flight since 2022. However, with dynamic pricing, there may be disparities in award costs once cheaper options are exhausted.

To counterbalance this, Virgin is introducing "Saver reward seat" products that lock certain fares at current or reduced rates. The availability across different cabins remains uncertain as clarification is sought from Virgin Atlantic.

Further changes include adjustments in how Companion and Upgrade vouchers can be used. Post-October 30, voucher usage will extend across all cabins but their value will depend on Flying Club status—up to 75,000 points for Red tier members and up to 150,000 points for Silver or Gold tier members.

In addition, earning opportunities will increase with travelers gaining up to 50% more points on Upper Class fares and up to 75% more on Premium tickets after the changes take effect.

These developments represent a substantial transformation of the Flying Club program. Further analysis is anticipated following the rollout of these changes.