Coles, Vir­gin loy­alty deal

Travel Bulletin - - STATE OF THE INDUSTRY -

Vir­gin Aus­tralia’s Ve­loc­ity loy­alty pro­gram has part­nered with the Fly­buys scheme op­er­ated by su­per­mar­ket gi­ant Coles, go­ing head to head with the ri­val al­liance be­tween Qan­tas and Wool­worths Every­day Re­wards. Vir­gin is of­fer­ing sim­i­lar points earn­ing rates for Coles shop­pers, and in an Aus­tralian in­dus­try first is also of­fer­ing sta­tus cred­its - mean­ing fre­quent fly­ers can help main­tain their cov­eted tier sta­tus by shop­ping. While this is a com­pelling ad­di­tion, the fine print re­veals it’s capped at just 10 sta­tus cred­its per month - about the same as a sin­gle do­mes­tic sec­tor. Ve­loc­ity ceo Karl Schus­ter also touted VA’S “un­ri­valled re­ward seat avail­abil­ity” as a key fea­ture.

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