The Virgin Group Loyalty Company will jointly own and manage the scheme with Delta, which will integrate Virgin’s existing loyalty start-up Virgin Red.
Former Avios boss Andrew Swaffield has been appointed appointed chief executive of the new operation.
Virgin says the scheme will offer “unique and differentiated” reward opportunities for customers across all Virgin companies, creating a “more valuable offer” for Virgin customers.
Virgin Atlantic’s frequent flyer programme, Flying Club, will continue, and will continue to use miles as its currency.
MORE: Former Avios boss Andrew Swaffield to head up new Virgin loyalty scheme
Members will continue to collect tier points and be able to collect and redeem miles across Virgin Atlantic, Delta and other partners, including other airlines.
Virgin though says it will offer Flying Club members an expanded range of ways to collect and redeems miles, powered by its new loyalty programme.
“Virgin is one of the most admired brands in the UK and across the world, serving 53 million customers each year across 60 companies,” said Swaffield.
“Customers expect to be rewarded for their loyalty to Virgin and we want to ensure Virgin customers get the very best rewards possible. Our ambition is to bring the Virgin companies together and combine their appeal to customers, working together to create a truly outstanding offer.”
Oliver Byers, Virgin Atlantic senior vice-president global sales and customer loyalty, added: “Today, Flying Club offers Virgin Atlantic’s customers compelling and valuable rewards for flying on Virgin Atlantic, Delta and a range of Flying Club partners.
“This will continue to be the case, but at the same time, we’re excited to work collaboratively with Virgin Group to build a stronger loyalty programme and unleash the power of our shared brand to reward customers for their loyalty to Virgin.
“We’ll be giving customers more reasons to join Flying Club and fly with Virgin Atlantic and our airline partners.”
