Case Study

Virgin Atlantic re-invents flying by being customer-centric

Jul 25, 2018
One action can do a ripple effect that can change the entire course of one’s future. This is what happened when Richard Branson, founder of the Virgin Group, had enough of the bad service many airlines provided flyers 34 years ago.

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An idea that started out as a joke gave birth to what people now know as Virgin Atlantic.

Virgin Atlantic is consistently hailed for being a high quality and value for money airline, providing comfortable flying experiences to passengers. The airline is the first offer individual TVs for business class and premium economy seats.

34 years later, they are staying true to the “Virgin experience” they want their flyers to taste through their own loyalty program: the Virgin Atlantic Flying Club.

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The Virgin Atlantic Flying Club is a program for passengers who often fly with Virgin Atlantic. The program gives out two forms of currency: tier points and miles, each serving a different purpose. Tier points are used to determine which a customer’s tier classification. The larger the tier points, the wider the net of benefits. Miles, on the other hand, are mainly for redemption purposes—all very attractive redemptions at that.

But what qualities really set Virgin Atlantic Flying Club apart?

Multiple access to points

If you’re thinking that members can only earn their air miles through flying with Virgin Atlantic alone, you couldn’t be more wrong. They have airline partners such as Singapore, Virgin Australia, ANA, Air New Zealand that honor the points. A member will only have to provide his or her Virgin Atlantic frequent flyer number when booking flights on any of these airlines and collect the points they have incurred.

But, flying often is not the only way they can earn air miles. Members can also collect points while on the ground like using American Express Membership Rewards, Chase Ultimate Rewards, Citi ThankYou Points, or SPG Points.

Flexible flight search

Miles can be easily redeemed for Virgin Atlantic operated flights. Just visit the airline’s website, do the necessary bookings and that’s it. They also have a five-week flexible date search option where members can check the availability of flights, switch between economy, premium economy, and Upper Class results with ease, and scan more dates.