In this article:
Virgin Atlantic Flying Club & WestJet Rewards alliance
Virgin Atlantic and WestJet have formed a partnership, which has now been enhanced with new loyalty reciprocity. The aim is for members of both programs to earn and redeem rewards for travel on each other’s airline.
For those questioning the rationale behind this partnership, remember that Virgin Atlantic has recently restarted flights to Toronto (YYZ), indicating that the airline values maintaining some connectivity in Canada. Additionally, the airlines operate within similar networks, and Air France-KLM and Delta are investing in WestJet.
Virgin Atlantic has recently inaugurated flights to Toronto
On the face of it, there appears to be more potential with Virgin Atlantic Flying Club redemptions on WestJet, rather than vice versa:
– Virgin Atlantic Flying Club collaborates with most key transferable points currencies, often featuring transfer bonuses, making it simpler to accumulate the currency.
– For WestJet Rewards members, redemptions are restricted to WestJet marketed flights on Virgin Atlantic via London Heathrow (LHR) to Cape Town (CPT), Dubai (DXB), Johannesburg (JNB), and Male (MLE).
Conversely, Virgin Atlantic Flying Club members can theoretically redeem across WestJet’s network. Below you will find the Flying Club redemption rates on WestJet, utilizing distance-based pricing.
Virgin Atlantic Flying Club redemptions on WestJet
I’m not as thrilled about this partnership as I had hoped
In my view, having more avenues to earn and redeem points through airline partnerships is always positive. Selfishly, when I heard about this partnership, the most exciting aspect for me was the potential to redeem Virgin Atlantic Flying Club points for travel in WestJet business class on long-haul flights.
WestJet’s own loyalty program is revenue-based, which means excellent premium redemption options are scarce. Moreover, up until this point, there haven’t been strong airline partners that permit premium redemptions on WestJet.
Thus, when Flying Club released its award chart for travel on WestJet, I was optimistic that premium redemptions might be enabled. Unfortunately, these tickets cannot be booked online but must be arranged through Virgin Atlantic’s (outstanding) contact center. So, I made a phone call and was assisted by a lovely representative.
I asked about business class award availability from Calgary (YYC) to both Tokyo Narita (NRT) and London Heathrow (LHR) across a range of dates. While economy awards were available, there was a complete lack of business class award availability.
This leads me to suspect that long-haul business class redemptions might be restricted, which was the most promising aspect of this partnership. I can’t say I’m particularly surprised. It still amuses me how WestJet is among the few airlines to have multiple airline partnerships (including loyalty collaborations) while seemingly restricting business class awards.
Regrettably, WestJet business class redemptions are restricted
In conclusion
Virgin Atlantic Flying Club and WestJet Rewards have introduced loyalty reciprocity, which is a positive advancement, allowing members of both programs to earn and redeem rewards. Unfortunately, there are significant drawbacks, including that WestJet Rewards members can only redeem on select Virgin Atlantic routes, while Virgin Atlantic Flying Club members appear to have no access to WestJet business class award availability.
What are your thoughts on this expanded loyalty collaboration?