While legacy carriers seem intent on alienating their most loyal customers with expiring points and fewer seat options, JetBlue and Virgin see the programs for what they are: a way to retain their best customers.
Over the past year, many airline loyalty programmes have been trimming benefits, even for their frequent flyers. But JetBlue’s TrueBlue programme and Virgin America’s Elevate programme are taking a different course. Both loyalty schemes this year established elite tiers, offering their best, most valued customers additional benefits while travelling.
TrueBlue and Elevate are spend-based programmes rather than distance-based. Customers qualify for additional benefits based on how much they spend on tickets.