Virgin Atlantic targets BA frequent flyers after loyalty scheme changes

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Virgin Atlantic is targeting frequent flyers who lost out on controversial changes to British Airways’ loyalty program, in the latest salvo in the decade-old rivalry between the two carriers.

Most of the airlines owned by billionaire Sir Richard Branson’s Virgin Group said they would match BA “Gold” and “Silver” Executive Club member status if they switched to its loyalty program.

Anthony Woodman, executive in charge of Virgin’s “Flying Club” loyalty program, said the changes “make it easier for people who aren’t feeling the love from their existing airline to experience Virgin Atlantic’s award-winning hospitality”.

B.A has given rise to criticism from many customers last month when it announced sweeping changes to its loyalty points system where passengers earn rewards such as free seat selection and access to airline lounges.

Under the changes, which will be introduced from April, “tier” points will be awarded based on the cost of booking a flight or package holiday rather than the class of travel and the length of the trip.

Passengers now need to spend around £20,000 per year with BA to reach the coveted “gold” status.

The tier point system is separate from Avios loyalty currency which can be spent on flights and holidays.

Many frequent flyer experts say the changes mean BA is pricing out most leisure travelers from the higher tiers of its loyalty program.

But some customers have welcomed the move, which will allow BA to better reward high-spending passengers with many of its rivals and airlines.

Virgin’s “Status Match” offer has been extended to top-tier customers on 11 airlines, including American Airlines, Cathay Pacific, Emirates and Lufthansa.

BA and Virgin have been at loggerheads since Branson’s career took off in the 1980s, and Branson successfully sued BA in the early 1990s. “Dirty Tricks” Campaigns to win customers.

The rivalry, though still fierce commercially, has become less heated in recent years, and the two businesses worked together to end government travel restrictions during the pandemic.

BA has been contacted for comment.