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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.