Virgin Atlantic CEO Positions Airline as Entertainment Brand, Announces Major Loyalty Programme Overhaul – APEX

Virgin Atlantic CEO Shai Weiss is positioning the British carrier as more than just an airline, describing it as an “entertainment company” reshaping the traditional airline business model.

Speaking with APEX CEO Dr Joe Leader at the APEX Global EXPO in Long Beach, Weiss emphasised that Virgin Atlantic views itself as a three-pillar organisation spanning travel, entertainment, and hospitality. “If you understand that you have travel, entertainment, and hospitality under those three pillars, you start to think about yourself differently than just getting from A to B,” Weiss said.

Coinciding with APEX Global EXPO, the airline announced a significant overhaul of its Flying Club loyalty programme, becoming the first UK carrier to allow members to use points for any seat on any flight. The new programme includes “Saver” reward seats starting from 6,000 points for flights from London to New York, marking some of the lowest redemption rates in the airline’s history.

“Six out of ten flights or redemptions are now cheaper than they were until yesterday,” Weiss explained. The airline is also increasing earning rates, with Upper-Class tickets earning up to 50% more points and Premium tickets up to 75% more.

While talking to Dr Leader, Weiss revealed that Virgin Atlantic is set to unveil a new Hollywood-inspired clubhouse at Los Angeles International Airport, drawing inspiration from its acclaimed London Heathrow lounge while incorporating local entertainment industry elements. The design will include relaxation, meetings, and meditation spaces, catering to passengers preparing for overnight flights to London.

Since joining the SkyTeam alliance in 2023, Virgin Atlantic has seen significant benefits through expanded partnerships with 17 airlines. Weiss noted that the airline handles 4,000 connecting passengers daily in and from the UK, which has tripled over the last decade. The carrier’s network strategy focuses primarily on transatlantic routes, with 60-70% of operations serving the United States. “It wouldn’t be Virgin without the Atlantic,” Weiss emphasised, highlighting the importance of the North American market to the airline’s identity.

The airline, which already operates the youngest fleet across the Atlantic, has spent billions with shareholder support on fleet modernisation. The carrier has expanded its Airbus A330neo order from 14 to 19 aircraft, with the A330neo achieving the highest net promoter scores in the fleet, followed by the A350 and Boeing 787. By 2027-28, the carrier will operate a fleet of 19 A330neos, 12 A350s, and 14 Boeing 787s.

Discussing sustainability, Weiss highlighted Virgin Atlantic’s pioneering role in sustainable aviation fuel (SAF), having operated the first 100% SAF-powered transatlantic flight on 28 November 2023. 

The flight demonstrated that existing technologies – engines, airframes, and fuel – can safely operate with SAF across the Atlantic. However, Weiss acknowledged industry challenges ahead. “The problem is – who is going to make this fuel in the quantities that are required,” he said, noting that while he’s optimistic about reaching 2050 environmental targets, meeting 2030 goals will be more challenging.

The airline’s success in customer satisfaction is reflected in its fifth consecutive year, achieving APEX’s five-star rating. Weiss attributes this to the company’s obsession with service quality and its mission “to be the most loved travel company.”

“The fact that we put that mission to be the most loved travel company is the thing that fuels our flywheel, powered by our people, inspired by our customers,” Weiss said. “Every year, we start from scratch. Those million votes tell us that we’re the best in Europe.”