Virgin Atlantic has introduced plans to “reinvent” its Flying Membership loyalty program. Whereas precise particulars stay restricted, I can’t think about this will likely be excellent news for savvy shoppers.
Virgin Atlantic Flying Membership altering how award pricing works
As of October 30, 2024, Virgin Atlantic Flying Membership will likely be altering how award flights work. Most importantly, you’ll be capable of redeem Flying Membership factors for any seat onboard a Virgin Atlantic flight, although with dynamic award pricing. Because the airline describes it, “the worth of seats will fluctuate according to demand, in an analogous approach to normal tickets.”
It’s my understanding that the airline received’t strictly undertake income primarily based pricing, which is to say that every level received’t persistently be price a sure greenback quantity towards a ticket. As an alternative, income pricing will issue into how a lot an award ticket prices.
For context, presently Flying Membership makes a sure variety of award seats accessible at an affordable award price, and if these seats aren’t accessible, you’re out of luck. Sooner or later, you’ll be capable of redeem Virgin Atlantic factors for any seat on a aircraft, although it stays to be seen at what price.
Virgin Atlantic plans to introduce what it calls “Saver reward seats,” which can supply the bottom potential pricing. Because it’s described, this will likely be supplied as a way to “make flying with factors much more accessible.” Virgin Atlantic claims that these awards will present “the very best worth” the airline has ever supplied, with costs beginning even decrease than the price of reward seats right this moment.
Beneath the brand new program, members will be capable of use their factors to improve to any accessible premium economic system (Premium) or enterprise class (Higher Class) seat, together with from reward tickets.
It’s not but clear what is going to occur to accomplice awards booked via Virgin Atlantic Flying Membership, as there are some nice accomplice alternatives. I’d assume we received’t see dynamic award pricing there, however we may see another modifications… who is aware of.
Right here’s how Virgin Atlantic CEO Shai Weiss describes these updates:
“Our clients imply the world to us. We’re flying due to them and for forty years we have now existed to make their journeys protected and particular. Our intention is at all times to do proper by them and to make them smile. In our particular Ruby anniversary yr, we’re making each single seat accessible for buy with factors, changing into much more rewarding for our tens of millions of loyal Flying Membership members.”
In the meantime right here’s how Virgin Atlantic CXO Siobhan Fitzpatrick describes these updates:
“Our promise to our clients is to ship a brilliantly completely different expertise, offering considerate touches throughout their journey. Our loyal Flying Membership members are so vital to us, and right this moment’s announcement will not be solely a primary for the UK, however a big step additional in providing them as a lot selection, worth and suppleness as potential.”
My tackle these Virgin Atlantic Flying Membership modifications
Virgin Atlantic is 49% owned by Delta, so I feel everyone knows what the inspiration is for these modifications. 😉 We’ve seen sufficient applications go income primarily based and introduce dynamic award pricing to know what the implications of this will likely be.
I feel the most important query is simply how punitive the award pricing will likely be. Is Virgin Atlantic Flying Membership going full-on Delta SkyMiles, the place lengthy haul enterprise class awards on the provider’s personal metallic persistently price 250K+ miles one-way? Or will this system strike a greater steadiness, like we see at American AAdvantage and United MileagePlus, the place there are nonetheless some offers available?
It’s actually unlucky to see these modifications, as Flying Membership has been a reasonably compelling program, all issues thought of. So whereas I’ll reserve ultimate judgment till the modifications are reside, I’m actually not feeling nice about this.
Backside line
As of October 30, 2024, Virgin Atlantic Flying Membership will likely be introducing dynamic award pricing. Whereas the airline is gentle on particulars in the intervening time, the plan is that each seat will be booked with factors, although the associated fee will fluctuate.
Whereas the airline is in fact advertising this as some superb innovation, I’ve to think about that this will likely be unhealthy information, a minimum of for these keen to place a little bit of effort into utilizing their factors.
What do you make of those modifications to Virgin Atlantic Flying Membership?