Virgin Atlantic miles no longer expire. Now called “points”.

8

Virgin Atlantic has announced today that their miles will no longer expire.  They’ve also changed the name of their miles to “Virgin Points” in preparation for turning points into a common currency across multiple Virgin businesses.

My take

This is good news.  I hate it when loyalty points expire and so eliminating expiry dates is a good thing.  Further, I don’t expect Virgin Atlantic to devalue their awards as a result of this, or anytime soon in general.

It’s too soon to know how useful it will be to have a common currency across Virgin businesses.  For the US market, I expect that the main outcome will be that stays at Virgin Hotels will earn the same Virgin Points as flights with Virgin Atlantic.  We might also see some reciprocal elite benefits where Virgin Atlantic elites get room upgrades, etc.  It will be interesting to see if the Virgin Atlantic credit cards remain tied to the airline or if they’ll morph into something more general for Virgin Red properties.  I doubt that will happen, but this change seemingly opens the door for it.

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