Did Velocity really double in value over 5 years and is it worth AUD $2bn? Virgin Australia announced its intention to buy back its 35% stake in Velocity for AUD $700M. Read the full ASX release here. In 2014, Virgin Australia Holdings Limited (VHA) sold a 35% stake in Velocity to Affinity Partners for $336M, […]

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Creating a new airline loyalty status tier – part two In the previous paper, creating a new airline loyalty status tier – part one, we looked at loyalty member behaviour challenges and how a new elite tier would be viewed from both the program and member perspective. This article picks up where part one left, […]

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Why are frequent flyer programs constantly changing? Before we get to the nitty-gritty of frequent flyer programs logic, consider the following scenarios: You pay full price business and first class tickets. After buying that ticket, you meticulously spend 15-minutes scouring through the aircraft seat map to ensure you have the best possible seat allocation. Queuing […]

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What if frequent flyer programs could drive new revenue by adding elite benefits? This scenario is one I’ve been hypothesizing recently. Airline and hotel loyalty program managers around the world seem hell bent on removing benefits, limiting access, restricted lounges and decreasing the miles earned by the frequent flyer. All to cut costs or try […]

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Virgin Australia’s loyalty program – Velocity Frequent Flyer made a host of fundamental core changes to the loyalty program this past week. Most notably are changes made to status credit earning which contribute towards elite status and take effect from January 30, 2017. Read the full list of changes from Velocity here. Velocity noted that […]

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