Virgin Atlantic: ‘We scrapped the 12 guaranteed reward seats due to member feedback’

There is a phrase in the PR world – ‘when you’re apologising, you’re losing’.

You are more likely to know ‘when you’re in a hole, stop digging’.

These were the thoughts that sprang to mind when I read the four page A4 PDF document sent to members of the Virgin Atlantic invite-only ‘Travel Talk’ forum in defence of the changes to Virgin Flying Club.

It’s fair to say that if you thought that HfP readers were scathing about the changes, it was nothing compared to ‘Travel Talk’ members. That’s not surprising, of course, since only highly engaged members would bother to join an invite-only discussion group.

It’s unfair to post the entire document because it was meant for an invite-only audience, but I’ve repeated a few sections below. As you read it, remember that this document was written for some of the most knowledgeable and highest value customers of the airline.

Let’s start with the one I put in the headline of the article. Apparently it was YOU, the loyal Flying Club member, who wanted the removal of the 12 guaranteed reward seats per flight.

Before we go on, a quick note on editing. Some answers have been shortened – these are indicated with ‘[….]’ – but each sentence appears exactly as it is in the original. Any bolding is ours.

On the removal of the 12 guaranteed reward seats per flight:

Why have you eliminated the Reward/Saver seat minimum across all cabins and flights?

We listened to member feedback and while the minimum 12 seat guarantee was valued, the high demand for those seats showed us that we needed more flexibility. We considered including a guaranteed number of seats in the new Saver product, but feedback showed that booking 11 months in advance to secure one was unfair and impractical for many members. Instead, we’ve reinvested that value into better pricing for all. This way, you can use your points anytime.

On devaluation:

Why have points been devalued, and why weren’t existing customer balances adjusted accordingly?

Virgin Points have not been devalued; in fact, we’re adding more value for members. Higher price points reflect access to newly available more valuable inventory, while the introduction of Saver reward seats offers our lowest ever prices. Combine that with increased points earn rates in Premium and Upper Class, and Virgin Points can now take you even further.

On credit card vouchers:

Why are companion vouchers now capped in value and tier-based?

We’ve simplified our vouchers to make them more flexible – you can now use them for a cabin upgrade or to bring a companion. The capped value ensures that the voucher is at least as valuable as previously, with the added benefit of being usable on any seat. [….]

On what people who don’t earn huge volumes of points are now meant to do:

What steps will be taken to make the program more achievable for regular and low-tier customers?

We want Flying Club to work for all members. [….] Whether you’re a frequent flyer or someone saving for a special trip, there are now more ways to get the most out of the programme.

On the background to the changes:

Why were these changes made and what are the core benefits of the new system to the customer?

Very simply in order to make Flying Club more rewarding and easier to use for everyone! [….]

On those who say they may switch:

I don’t feel valued, why should I stay loyal to Flying Club rather than switch to a competitor programme?

Flying Club offers the most rewarding travel programme and our unique benefits set us apart from our competitors. [….] Combined with our excellent onboard service and people and outstanding products, Flying Club truly delivers exceptional value. [….]

We understand that changes to programmes can take time to adjust to, and some members may explore alternatives. However, we’re confident that our programme offers great value. We hope you’ll take a closer look at all we offer and feel reassured of the benefits of staying with Flying Club and Virgin Atlantic.

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How to earn Virgin Points from UK credit cards (April 2025)

As a reminder, there are various ways of earning Virgin Points from UK credit cards.  Many cards also have generous sign-up bonuses.

You can choose from two official Virgin Atlantic credit cards (apply here, the Reward+ card has a bonus of 18,000 Virgin Points and the free card has a bonus of 3,000 Virgin Points):

Virgin Atlantic Reward+ Mastercard

18,000 bonus points and 1.5 points for every £1 you spend Read our full review

Virgin Atlantic Reward Mastercard

3,000 bonus points, no fee and 1 point for every £1 you spend Read our full review

You can also earn Virgin Points from various American Express cards – and these have sign-up bonuses too.

American Express Preferred Rewards Gold is FREE for a year and comes with 20,000 Membership Rewards points, which convert into 20,000 Virgin Points.

SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on the ‘free for a year’ American Express Preferred Rewards Gold card is increased from 20,000 Membership Rewards points to 30,000 points. Points convert 1:1 into Avios (30,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.

American Express Preferred Rewards Gold

Your best beginner’s card – 30,000 points, FREE for a year & four airport lounge passes Read our full review

The Platinum Card from American Express comes with 50,000 Membership Rewards points, which convert into 50,000 Virgin Points.

SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on American Express Platinum is increased from 50,000 Membership Rewards points to a huge 80,000 points. Points convert 1:1 into Avios (80,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.

The Platinum Card from American Express

80,000 bonus points and great travel benefits – for a large fee Read our full review

Small business owners should consider the two American Express Business cards. Points convert at 1:1 into Virgin Points.

American Express Business Platinum

50,000 points when you sign-up and an annual £200 Amex Travel credit Read our full review

American Express Business Gold

20,000 points sign-up bonus and FREE for a year Read our full review

Click here to read our detailed summary of all UK credit cards which earn Virgin Points.