Virgin Atlantic has added a new perk for entry-level members of its Flying Club frequent flyer program.
Starting from March 14, 2024, Red tier members will enjoy priority boarding, placing them ahead of other Economy Classic and Economy Light passengers. This benefit applies to all Virgin Atlantic-operated flights.
This means that they will board ahead of all other Economy Classic and Economy Light passengers but before Economy Delight passengers.
Is This a Good Idea?
Virgin Atlantic’s move to extend priority boarding to Red tier members is a strategic one. For passengers, this means a more streamlined and stress-free boarding process. By offering priority boarding to entry-level members, Virgin Atlantic enhances the appeal of joining and remaining loyal to the Flying Club. This also gives the airline a competitive edge, especially compared to rivals like British Airways, which do not offer similar benefits to their entry-level members.
However, there are some potential issues. Members of Delta, Air France, and KLM may not receive the same boarding priority on joint venture flights, despite these being operated in partnership with Virgin Atlantic. Furthermore, base members of other SkyTeam frequent flyer programs will be treated as if they have no status at all, potentially leading to dissatisfaction.
There is also the concern that Economy Light passengers with a Flying Club number will board before Economy Classic passengers, possibly devaluing the latter’s experience. If the program becomes too successful, the advantage of priority boarding might diminish, as more passengers will rush to board early, undermining the perk’s intended benefit.
New Boarding Groups
Virgin Atlantic’s boarding process now follows this order:
Preboarding
- Passengers with young children or needing assistance
Boarding Groups
- Upper Class passengers and Flying Club Gold Card members
- Premium customers and Flying Club Silver Card members
- Partner Airline Status members (ie. SkyTeam Elite etc.)
- Economy Delight passengers
- Flying Club Red-tier Flying Club members
- Economy Classic and Economy Light passengers
Conclusion
By adding this benefit, Virgin Atlantic aims to attract and retain more customers, enhancing their travel experience from the very beginning of their journey. While it presents some challenges, the overall impact is likely positive for both the airline and its customers.
