Virgin Blue to overhaul Velocity Rewards frequent flyer programme

As part of its "New Blue" shakeup, Virgin Blue will relaunch its Velocity Rewards this year following a significant internal review into all aspects of the airline's frequent flyer programme.

Velocity is currently undergoing a fundamental "strategic review" as part of the Virgin Blue Game Change strategy, with the airline giving a cagey "prior to 31 December 2011" date for the new programme to be launched.

The plans for Velocity are highlighted as the "launch of a new loyalty program", signalling that this may well be more than just changing the signs on the doors.

Frequent flyers will be interested to know that the airline is planning to increase the benefits of its alliance with Etihad, with a "fully integrated frequent flyer program in place with its partner Etihad with reciprocal benefits for members of both airline programs, and roll-out with Air New Zealand by mid 2011." 

That's in addition to the recent closer partnership with sister airlines Virgin Atlantic and Virgin America, where frequent flyers can earn and redeem points or miles on all flights on a Virgin plane.

The airline also revealed that there are over 2.4 million Velocity members, with "approximately 1,100 new members joining Velocity every day".

Virgin Blue also drew attention to its car hire partners Hertz, Thrifty and Europcar, and its launch in December of its new partnership with Virgin Wines.

Coverage of Virgin Blue's overhaul

Australian Business Traveller's comprehensive coverage of 'the new Blue' also includes: 

• New business class seats will launch in May on Sydney-Perth flights with 62 inches of legroom and seat-back video screens
• Virgin Blue will be opening three new domestic lounges, as well as upgrading the Sydney, Melbourne and Brisbane lounges,  with Sydney getting a special fast-track lounge for premium passengers
• CEO John Borghetti says inflight Internet will be available as soon as possible, likely within 2 - 3 years
• Stylish new uniforms for Virgin Blue flight attendants and crew play up the airline’s palette of red, silver and purple

David Flynn

David Flynn is the Editor-in-Chief of Executive Traveller and a bit of a travel tragic with a weakness for good coffee, shopping and lychee martinis.