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

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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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Category

Virgin Atlantic and Flying Club

Comments (245)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Ady says:
    10 Dec10 December 08:57

    Virgin, please take a second hearing to listen to feedback. This is just as bad as Jaguars pathetic relaunch.

  • Skywalker says:
    10 Dec10 December 09:06

    “We scrapped the 12 guaranteed reward seats due to member feedback”

    Alright, fess up – which one of you told VS you didn’t like guaranteed reward seats?

    😃

    • JDB says:
      10 Dec10 December 09:30

      That’s not what they asked, nor what the article says though. Passengers have said they don’t like the guaranteed seats being released all at once and being snapped up – they said that was unfair and made redemptions too inflexible. To be fair it does create create a total absurdity and unfairness at VS as well as BA. However, the answer of removing the guaranteed seats (at a known price) at the same time as moving to dynamic pricing was a fiasco for the passenger.

      Anyone responding to these surveys (and probably not enough mainstream people do, so you get those with an agenda or others that don’t understand the scheme shaping the answers) needs to be careful to identify the good as well as potential improvements. I wonder how many people said the guaranteed seats were a key element for them?

      • Rob says:
        10 Dec10 December 09:38

        I think guaranteed seats have another lesser-known impact. Before, if you couldn’t get a seat to the Maldives, it was YOUR fault. The seats were there, you just weren’t prepared to book 11 months in advance. Now, with Virgin releasing literally zero Upper Class seats to the Maldives or other key leisure routes at Saver level, the fault is THEIRS. This has a big impact on your perception of the airline and how ‘loyal’ you will be vs how ‘loyal’ they are being to you.

        Similarly, one little appreciated upside of BA’s guaranteed seats is that when a new route is launched, you get 4 x Club on every flight, every day, suddenly bookable for the next 331 days. This is hugely valuable – it’s how we got our peak date Mauritius flights a couple of years ago – and makes it worthwhile ensuring we have 2 x 241s and at least 400k Avios on hand at all times in case a good new route drops.

      • No longer Entitled says:
        10 Dec10 December 10:18

        This does assume that the survey forms the basis of the plan. I’d argue that the plan is often known before the survey and it is mere window dressing.

        • George says:
          10 Dec10 December 11:38

          Yes. Quite often “research” is done to back up a decision that’s already been made.

    • John says:
      10 Dec10 December 09:35

      I didn’t say I did not like it and I was never asked. Therefore I don’t think these comment is true.

  • Petros says:
    10 Dec10 December 09:07

    The issue with PR departments is that they often assume they’re speaking to idiots. It’s absurd when you consider that this garbage was sent to the most engaged audience – loyalists and potential opinion leaders.

  • MICHAEL says:
    10 Dec10 December 09:13

    Remind me, how do you spell Condescending???

  • Clare says:
    10 Dec10 December 09:15

    I’ve already shifted away from collecting Virgin points as a result. I have my last redemption in January, booked just before the change. Then that’s it.

  • Rts says:
    10 Dec10 December 09:17

    Only thing good about the vfc points is using them on partner airlines. Vfc have killed redeeming on their own scheme – this coupled with a US bias routing…. Makes redeeming on virgin pretty useless to me.

  • David says:
    10 Dec10 December 09:18

    I see this type of “positive spin”communications so often, and it really irks me. I’d genuinely have more respect if they were more honest and frank about the reasons.

    And having said that, if the message is completely unpalatable, they either own that as the business, or actually provide some value/concessions to the audience.

    Seeing this type of comms would make me change my spending habits on principle alone.

  • Andrew. says:
    10 Dec10 December 09:32

    The responses are simply corporate goading. See it often enough in Corporate HR and Corporate PR.

    • Lady London says:
      10 Dec10 December 11:21

      goading? explain?

      • jj says:
        10 Dec10 December 15:05

        @LL, a goad is a pointy stick used to control cattle. I assume @Andrew. thinks that he is being prodded pointedly and condescendingly when he tries to express discontent, and continues to be repeatedly prodded until he quietly submits to the new scheme.

      • Andrew. says:
        11 Dec11 December 08:10

        To provoke or annoy (someone) so as to stimulate an action or reaction.
        “he was trying to goad her into a fight”.

        So, what the corporate world does is to keep pushing using technically neutral content, until the customer reacts and then the engagement is such down as the customer’s reaction doesn’t reflect the corporate values.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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