Our Mission: Make Flying Good Again
• “Airlines score lower than IRS in customer satisfaction”
‐‐ USA TODAY Headline May 2007
• The Virgin spirit breathes new life into tired industries and is:
Entrepreneurial
Innovative and tech‐savvy
Guest‐focused
Stylish
RED In‐flight Entertainment System: Most Advanced Platform in U.S. Skies
• 9” video touch‐screens
• Food and drinks on demand
• 35 films and live TV
• 3,000 MP3s
• Video games
• Seat‐to‐seat “chat”
• Kids’ entertainment
• Interactive Google Maps
Virgin America’s Elevate Program
Key pieces of the program:1. Clear and simple proposition
• Earn points for what you pay – 5 points for every $1• Fly for as low as 2,500 points
2. Any seat, anytime rewards. No blackouts.
3. One‐way redemptions always an option
4. Unique offerings beyond the traditional norm (special events, Virgin partners, party with Sir Richard, etc)
Our first of its kind frequent flyer program started at the same time as our flight launch – the first time in US airline history.
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And now for the science………………
To match our innovation promise, we needed to find the right partner.
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Power our knowledge of our membership base
Based on all of our guest touch‐points, we are using information stored and provided by Tibco Loyalty Lab to continually optimize and refine our segmentation through:
• Flight behavior• Demographic• Psychographic • Reward behavior• Partner earn• Ancillary products• Social media
Our guests are tech‐savvy, fashion forward, creative class. And they are the reason our airline is growing.
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Reward bookings: Points display for flight selection exactly the same
API to Tibco Loyalty Lab provides real-time pricing in seconds for all flight combinations
More science…….partnerships keep us top of mind with our members
‐ First no annual fee full earn airline Visa Signature card in the US‐ 220+ earn partners, including Virgin Atlantic, Virgin Australia, hotel, car rental, shopping, and lifestyle categories
‐ Members get exclusive discounts, access to special partner deals, and invites to Virgin‐style events
‐ Partner setup “out of the box” from Tibco Loyalty Lab
First airline to offer real points for virtual check-ins through Foursquare and Facebook Places
Launched earning with Gilt Groupe
Engaged members through WiFi promos and sponsorships
Leverage social media for new city launches and unique benefits
Leveraging our tech‐savvy, social media base
What are the results?
Guests who are loyal to our airline, not just to our loyalty program.
• Our Net Promoter score is in the Top 10 of all companies in the US
• Elevate members represent approximately half of our guests
• Our membership is growing 40%+ per year
• Elevate members are much more valuable than non‐members
• Voted “Most Improved Program” by Smartertravel.com in 2010
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What’s next?
Fueling our guests passion for Virgin America is crucial for our success –but we have to continue to enable it.
• Loyalty innovation must stay fresh• Our program was more unique at launch – but we have to continue
to invest in it as competitors raise their game
• Social interactions will continue to put control in the customers’ hands – and we’re all still learning
• Enabling and encouraging customers to talk to each other – with both good and bad feedback – adds to credibility
• We must continue to complement and invest in the true purchase driver: our product
• More integration in the next phase of our Cabin with Red
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