Virgin to revamp loyalty scheme with brand-wide programme

Virgin Group and Virgin Atlantic are launching a brand-wide loyalty programme that they claim will create more value for customers and reward them in “unique and differentiated” ways.
Virgin’s existing loyalty scheme, Virgin Red, will be integrated into the new scheme, which will be managed by the newly-created Virgin Group Loyalty Company. Andrew Swaffield, CEO of Monarch and the former boss of IAG-owned loyalty scheme Avios, will head up the new business when it launches in