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Virgin America and JetBlue rethink loyalty programs, get even friendlier with elites

Excerpt from APEX Editor's Blog

Sep 07, 2012 12:10 pm

Skift Take

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.

— Jason Clampet

Free Report: The State of Student Travel

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.

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