The Virgin brand has today unveiled its new points currency, which will also replace Virgin Atlantic Flying Club miles. Effective immediately, Virgin Atlantic Flying Club miles will be known as Virgin Points.
The Flying Club branding as such is staying, but rather it’s only the points currency that’s being rebranded. In other words, as a Virgin Atlantic Flying Club member you’re now earning Virgin Points.
This is the first step in a plan to create a loyalty program across Virgin brands, beyond just Virgin Atlantic. In other words, in the future it may be possible to both earn and redeem Virgin Points with other Virgin brands, like Virgin Active, Virgin Hotels, Virgin Media, and Virgin Voyages.
Presumably Virgin Australia’s Velocity program will continue to operate fully independently, since it’s a spun off program. However, Virgin Atlantic and Virgin Australia do partner, so there are reciprocal opportunities to earn and redeem points.
Virgin Red was introduced several years ago as a loyalty scheme, though frankly not a whole lot has been done with the program. That’s finally changing, as Virgin Red is what’s behind Virgin Points.
As Kelly Best, Virgin Red’s Chief Marketing Officer, describes this:
“Virgin Points – the new reward currency for Virgin companies – has launched today. This is in preparation for the launch of Virgin Red, a new Virgin-wide rewards club which will be revealed soon. Unlike other loyalty programmes where points vanish, our points have no use-by-date – so no matter what life throws at our members, Virgin Points can be used whenever they want.
Because Virgin Points will eventually be the currency used across all of the different Virgin companies, Flying Club miles have been rebranded to Virgin Points today. This rebrand doesn’t change how existing Flying Club members can collect or spend points around the globe – except that members can relax safe in the knowledge that Virgin Points will never expire.”
What’s changing with Virgin Atlantic Flying Club?
Aside from a positive development (noted below), not a whole lot is changing initially. Virgin Points can continue to be earned and redeemed for travel on Virgin Atlantic and its partners in the same way as before.