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

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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

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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