Virgin Atlantic is, by almost any standard, an excellent airline and most flyers who have shared the "Virgin experience" have been consistently satisfied. Conde Nast has rated it number two in the world (behind Singapore, owner of 49 percent of Virgin's stock).
And Flying Club is an excellent program. A recent alliance with Delta Air Lines, a determined effort to streamline its elite-level program and a steady focus on customer care have helped the program do what all loyalty programs should do; create loyalty.
Something more recent..
Hardly the kind of greeting you'd expect from an airline Web site, but then again, Virgin Atlantic is no ordinary airline.
The always-innovative, often-cheeky brainchild of Sir Richard Branson has become an international favorite in its 22 years. Certainly, there have been some stumbles. Mouth-shaped urinals didn't exactly fly, and changing tables on some planes had to be removed (they were being used by some customers for decidedly "un-virgin" like activities).
But Branson and his baby have always been about pushing the envelope.
Virgin's flying club loyalty program seems to be as well-liked as the airline itself. We have rarely, if ever, received such near-universal praise from members of any program. It seems that somehow, flying club has managed to offer all the benefits that its leviathan rivals do, while maintaining a irreverent but customer-centric feel.
Earning earning EARRRRNING!
Timing is everything.
Before now, a full explanation of Virgin's earning structure would have required the caveat that frugal flyers in discounted economy couldn't earn miles.
Not so anymore. Among a number of changes effective March 1, even struggling magazine editors can earn 50 percent of miles flown in the cheapest seats.
Of course, to the American pallet, that might not be ideal; after all, every major U.S. program offers 100 percent of miles flown in discount economy. But when you consider that many international airlines don't give any miles for discount economy, and that Virgin's competitor British Airways only doles out 25 percent of miles flown in the cheap seats, a 50 percent earn rate is at least understandable. Other economy fares earn a full 100 percent of miles flown. Premium Economy class will net 150 percent, and you snobs in Upper Class can bank on a full 200-percent bonus.
Earning ratios on partner airlines vary, but flying club members will generally earn about 100 percent in economy class and from 150 to 200 percent in business or first class.
Virgin also now offers two credit cards exclusive to flying club members in the UK. One earns one mile per pound spent, and the other, two miles. We'll let you guess which one has no annual fee.
Where can u go with your miles?
Regular flight award levels are more or less in line with those of other programs. A flight from New York to London, for example, runs 45,000 miles in Economy, 67,500 miles in Premium Economy, and 90,000 miles in Upper Class.
A UK-Tokyo flight will run 60,000, 80,000, or 100,000 miles in those respective classes of service.
In the interests of full disclosure, it should be pointed out that many of the flight award levels have increased as of this month. For some members, that seems to be a deal-breaker. And it's generally true that award levels are lower on other airlines. For example, an economy-class award from New York to London on American is just 40,000 miles (off-peak).
Upgrades will run between 20,000 and 120,000 miles, depending on the desired class of service and the destination. Upgrade award levels are not part of the recent changes.
Flying club also allows members to combine miles with cash for selected award destinations.
You can also redeem your miles for hotel stays with many of flying club's partners. Hotel rewards range from 30,000 to 255,000, depending on your taste.
Car rental awards can be had for between 12,500 and 55,000 miles; chauffer service to the airport, for 10,000 miles.
The Virgin group itself offers a number of miscellaneous award options, including balloon trips and wines. Most recently, members have been offered the option of redeeming 2 million miles for flights into sub-orbital space with Virgin Galactic.
And there are plenty of other options. Award choices are one area where flying club really outshines the competition.
Their elite program..
To reach Silver level you'll need 15 tier points in a 12-month period; and you'll need to earn 10 points within the next 12 months to retain that status. Gold level requires 40 points; 30 to retain that status.
Members can also earn tier points with partner airlines, though the amount will vary depending on the partner and length of the flight.
Silver level offers Premium economy check-in, discounted parking at Heathrow and Gatwick, four complimentary single First Class upgrade vouchers for Gatwick Express and Heathrow Express (two for each service), priority waitlisting, free membership in Flying Club Global Assistance and a dedicated helpline within the UK. Also, as of March 1, Silver members will net a tidy 25-percent bonus on miles flown.
Jump to Gold and you'll receive Upper Class check-in, access to Virgin Clubhouses, further discounts on parking at Heathrow and Gatwick and an extra 50 percent of miles flown. Other benefits include priority boarding and baggage handling; an extra baggage allowance; 10 complimentary single first-class upgrade vouchers for Gatwick Express and Heathrow Express; one complimentary companion reward ticket on any Virgin Atlantic flight in any class when you renew your Gold membership; a guaranteed economy seat on any Virgin flight, provided a full-fare ticket is purchased at least three days prior; fast track through security and immigration; a supplementary Silver card to give to a family member in order to pool miles; and a Family Account, enabling up to six members of your household to earn miles on qualifying flights.
Rules
Rewards booked later than 21 days in advance and any date changes are subject to a handling charge of US$50. If reward travel is cancelled up to seven days before travel, a handling charge will be assessed, and only 75 percent of miles will be refunded. No miles will be refunded for cancellations less than seven days prior to travel.
Service and support
Flying club members -- particularly elite-level members -- are almost unanimous in their approval of Virgin service. Last year's 8.54 value vote in the Freddie Awards indicates that the program's emphasis on service is clearly working.
Though it's not an "official" policy, we note that flying club can be quite flexible when it comes to meeting the needs of elite members, and have plenty of anecdotal evidence from members to back that up.
Online services..
A drop-down box at the top of each page as well as links on the page itself take you to program information, earning rules, elite-level information, an FAQ, and terms and conditions. Partners are listed by category, and live links to partner sites are provided.
Online redemption is available -- simply plug in your desired dates of travel, along with origin and destination. Offers are clearly listed under the "Special Offers" link.
Other important points to note
Flying club may well be one of the best frequent flyer programs in the industry today. It is not all things to all people -- reduced mileage earning on discount economy is simply taboo for some -- but then again, it doesn't pretend to be.
Award levels are competitive, and award choices are wide. Elite perks with flying club are some of the most generous in the industry. Virgin airport lounges are consistently rated among the world's best.
Some sort of tie-up with a major alliance would be beneficial, but only if such a partnership did not unduly restrict Virgin's uniqueness. It would be a shame if, in the interests of uniformity, an alliance-bound flying club suddenly became a "typical" program.
PS - I love the amount of miles they offer for car rentals - ie 20 car rentals with Hertz = 1 free flight from PERTH (Western Australia) to QUEENSTOWN (South Island, New Zealand)... beat that!
