Swaffield heads to Virgin

Former Monarch Airlines CEO Andrew Swaffield has been appointed by Virgin Atlantic and the Virgin Group to run a new group-wide loyalty programme for customers across the Virgin companies.

A new operation called the Virgin Group Loyalty Company is being set up to own and manage the programme, which officials say will bring reward across the Virgin family together into a single company and create a more valuable offer for customers.

The new company will launch next year and will be owned by the Virgin Group and Delta Air Lines.

Flying Club will continue as the frequent flyer programme for Virgin Atlantic’s customers and will continue to use miles as its currency. Flying Club members will continue to collect tier points and collect and redeem miles across Virgin Atlantic, Delta and a range of airline and other partners as they do today.

Virgin says Flying Club members in future can look forward to an expanded range of ways to collect and redeems miles that will be powered by the new loyalty programme.

Swaffield, who before heading Monarch set up the British Airways loyalty scheme Avios, said: “Customers expect to be rewarded for their loyalty to Virgin and we want to ensure they get the best rewards possible.”

www.virgin.com

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