Virgin Atlantic is courting disaffected British Airways frequent fliers with a new status match campaign, following BA’s overhaul of its loyalty programme that has left many members frustrated. (Image: Virgin Atlantic)
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Virgin AtlanticVirgin Atlantic is courting disaffected British Airways frequent fliers with a new status match campaign, following BA’s overhaul of its loyalty programme that has left many members frustrated.
The airline will match British Airways Silver and Gold status for travellers who switch to Virgin’s Flying Club, and is running a prize draw offering one million points to five participants who make the switch before mid-February. Virgin executives say Flying Club sign-ups have tripled in recent weeks, with more growth expected as BA’s changes take effect.
British Airways announced in December that from April its Executive Club tiers will be linked to spending, rather than flights and travel class. Members will now earn one tier point per £1 spent, meaning the top Gold level will require £20,000 in annual spend—roughly equivalent to four round-trips in business class between London and New York.
The move ends the previous system, which allowed mileage hunters to secure top-tier status through discounted premium fares, contributing to overcrowded lounges and long priority lines. BA maintains that the new model aligns with industry practice, and highlights that customers will now be able to earn status more easily through holidays, baggage, and co-branded credit cards.
Still, the changes have drawn widespread criticism and negative headlines in the UK press. Virgin’s vice-president of Flying Club, Anthony Woodman, framed the airline’s offer as a timely alternative: “Our Flying Club status match makes it easy for customers who are not feeling the love from their existing airline to experience the award-winning hospitality of Virgin Atlantic.”
Source: GLO
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