Robin Murray reports from Dubai, where the airline reveals plans to scale up its trade reward programme
Virgin Atlantic is encouraging more agents to join its Sky High Club as it pledges to “raise the bar” in 2025.
There are currently 5,120 agents signed up to the scheme, which was launched two years ago, with more than 1,200 joining in the past six months.
Sky High Club enables agents to accumulate points for selling Virgin Atlantic and Delta flights and redeem them for a variety of rewards, including vouchers for high street stores and restaurants, online retail and Virgin products.
“We’ve got four trips planned for 2025 and we’re going to keep raising the bar; they’re going to be even bigger and better,” said senior account manager Michelle Osborne.
These are not your typical trips – they’re once-in-a-lifetime experiences to reward and recognise agents
One of the Sky High Club trips due to take place this year will include a behind-the-scenes tour of Universal Epic Universe before it opens to the public in May.
“These are not your typical trips – they’re once-in-a-lifetime experiences to recognise and reward agents,” said Osborne, who noted Virgin Atlantic was proud of the fact it is the only airline with such a scheme.
She added: “We want more agents to come on board. We’ve hit our targets for the past two years and we want to keep that up.”
Dubai reward trip
Osborne was speaking to Travel Weekly during the most recent Sky High Club trip, which saw seven agents enjoy a three-night stay at Atlantis The Royal in Dubai.
The group dined at some of the hotel’s most highly regarded restaurants, including Greek taverna Estiatorio Milos and Michelin-starred Dinner by Heston Blumenthal.
Agents also put their culinary skills to the test with a sushi-making masterclass at Nobu By The Beach and a cake-making workshop at the Little Venice Cake Company.
At Heathrow airport the agents had access to the Virgin Atlantic Clubhouse, before flying in Upper Class.
“I’m delighted the agents were able to experience the lounge at Heathrow and our Upper Class cabin, as that doesn’t always happen,” said Osborne.
The trip was hosted by Osborne alongside Kerzner International’s Jonathan Bellamy, account manager for the UK and Scandinavia.
The seven agents earned their places on the trip by selling the highest value of flights to Dubai with Virgin Atlantic between August and October.
Agents’ views
Natalie Russell-Blackburn Perkins, ITC Travel Group
“The attention to detail at Atlantis the Royal is mind-blowing. It’s raising the bar in Dubai, which already has an incredibly high standard. It will lead other hoteliers to try and keep on improving, which is great for agents. There’s sometimes a misconception with a new property that it’s only for a certain demographic, but once you stay here, you realise it can suit people in different ways.”
Sarah Thompson, Worldwide Escapes
“Atlantis The Royal is grand and opulent but it doesn’t make you feel uneasy. I’d sell this to both families and couples; families I’ve sent have loved it. I would highly recommend getting the Royal Club Lounge included in every booking as it’s excellent value for money.”
Jennifer Miller, Travel Counsellors
“The hotel suits a broad range of people. You could come here as a family and both the kids and adults would have a great holiday, but it’s also great for couples. In terms of food it’s next-level; it’s where people living in Dubai want to eat. The quality of food in Dubai is up there with the best in the world and many of its best restaurants are right here.”