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Virgin Atlantic is targeting frequent flyers lost out by controversial changes to British Airways’ loyalty program, in the latest salvo in the decades-old rivalry between the two carriers.
The airline, which is majority-owned by billionaire Sir Richard Branson’s Virgin Group, said it would equalize the status of BA “gold” and “silver” executive club members if they switch to its loyalty program.
The changes “make it easier for customers who don’t feel the love of their existing airline to experience Virgin Atlantic’s award-winning hospitality,” said Anthony Woodman, CEO of Virgin’s “Flying Club” loyalty program.
B.A caused criticism from many customers last month when it announced sweeping changes to its loyalty points system in which passengers earn rewards such as free seat selection and airline lounge access.
Under the changes, which will be introduced from April, “tier” points will be awarded based on the price of flights or package holiday bookings instead of class of travel and length of trip.
To reach the coveted “gold” status, passengers will now need to spend around £20,000 a year flying with BA.
The tier points system is separate from the Avios loyalty currency that can be spent on flights and holidays.
Many frequent flyer experts said the changes meant BA was effectively turning away most tourists from the higher tiers of its loyalty program.
But some customers have welcomed the move, which will bring BA in line with many of its rivals and better reward the airline’s highest-spending passengers.
Virgin’s “status matching” offer has been extended to customers in the top tier of 11 airlines, including American Airlines, Cathay Pacific, Emirates and Lufthansa.
BA and Virgin have been at loggerheads since Branson’s career launched in the 1980s, with Branson successfully suing BA in the early 1990s over “dirty tricks” customer acquisition campaign.
The rivalry, while still commercially intense, has cooled in recent years and the two companies have worked closely together during the pandemic to push for the lifting of government travel rules.
BA has been contacted for comment.
