After the loyalty scheme changes, Virgin Atlantic will target BA frequent flyers

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Virgin Atlantic is targeting frequent flyers who have lost out over controversial changes to British Airways’ loyalty program.

The airline, which is owned by billionaire Sir Richard Branson’s Virgin Group, said it would meet BA “Gold” and “Silver” executive club members’ status if they switched to the loyalty programme.

The changes will “make it easier for customers who don’t feel loved by their existing airline to experience Virgin Atlantic’s award-winning hospitality,” said Anthony Woodman, executive director of Virgin’s Flying Club loyalty program.

In an attempt to target non-affected BA customers, it said it would give away 1mn air miles to five customers “in similar circumstances” flying from London to the US east coast until February 14.

B.A It provoked criticism From many customers last month when it announced major changes to its loyalty points system, where passengers can earn rewards such as free seat selection and access to the airline’s lounge.

Under changes from April, “tier” points will be awarded based on the cost of flights or package holidays rather than the class and length of the trip.

To achieve the coveted “Gold” status, passengers need to spend around £20,000 a year to fly with BA.

The tier point system is separate from the Avios loyalty currency, which can be used for flights and holidays.

Many frequent flyers said the changes would have cost BA more leisure travelers out of its high-value loyalty program.

But some customers have welcomed the move, which will bring BA better rewards for high-spending travelers than many of its rivals and the airline.

With 45 aircraft, Virgin is a much smaller airline than BA, which has more than five times as many. But Virgin will focus its flights on the transatlantic market, which is BA’s main profit engine.

It is extended to premium customers of 11 airlines, including American Airlines, Cathay Pacific, Emirates and Lufthansa.

BA and Virgin have been sparring since Branson’s launch of the carrier in the 1980s, and Branson successfully sued BA in the early 1990s. “Dirty Methods” Campaign to win customers.

The rivalry, while still strong in the business, has been less heated in recent years and the two businesses have worked closely together to end government travel restrictions during the pandemic.

BA has been contacted for comment.