More on Velcity changes
From Australian BT.
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.
In the detailed documents seen by Australian Business Traveller, 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.
Also on track for the same release period are a "roll out of domestic business class on Boeing 737 fleet", and "ongoing product improvements on the ground".
Improvements to the frequent flyer programme are part of Virgin Blue's plans for a "modest increase in our penetration of the higher yielding corporate and government traffic".
The airline has told the stock exchange that it wants to gain 5-10%, bringing its share of the lucrative market to 15-20%. Of course, it emphasises that the focus is on business return, not market share.
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.