Virgin Atlantic and WestJet have expanded their loyalty program reciprocity, allowing members of both programs to earn and redeem rewards on each other’s airlines. While this sounds positive, the practical benefits, especially for those seeking premium cabin redemptions, are currently limited.
Partnership Context
The collaboration makes sense given Virgin Atlantic’s recent return to Toronto routes and broader industry ties. Both airlines operate within networks that include Air France-KLM and Delta, with the latter even holding an investment stake in WestJet. This partnership is a strategic move to increase connectivity and offer more value to frequent flyers.
Redemption Limitations
The biggest drawback is the uneven access to redemption options. WestJet Rewards members are restricted to redeeming Virgin Atlantic-marketed flights only on select routes (Cape Town, Dubai, Johannesburg, and Male) via London Heathrow.
Virgin Atlantic Flying Club members can theoretically redeem across WestJet’s entire network. However, availability for business class awards appears nonexistent. Despite a distance-based award chart suggesting premium redemptions are possible, inquiries with Virgin Atlantic’s customer service confirm that long-haul business class seats are not currently bookable with Flying Club points.
This is unusual, given that WestJet actively partners with other airlines while seemingly blocking premium cabin awards altogether. The reality is that WestJet’s own loyalty program operates on a revenue-based model, making high-value redemptions difficult even within its own ecosystem.
The Disappointment of Business Class Access
The initial excitement surrounding this partnership centered on the potential to redeem Virgin Atlantic points for WestJet’s business class, particularly on long-haul routes. Virgin Atlantic Flying Club points are easier to accumulate thanks to partnerships with major transferable point currencies and frequent transfer bonuses.
However, after testing availability with Virgin Atlantic’s contact center, it became clear that business class seats are not available for redemption. While economy awards are accessible, the premium option remains blocked. This outcome is disappointing, given the lack of viable premium redemption options within WestJet’s own program.
Conclusion
The expanded loyalty partnership between Virgin Atlantic Flying Club and WestJet Rewards offers limited benefits for those hoping to redeem points for premium travel. While earning rewards across both airlines is now possible, the lack of business class availability on WestJet flights undermines the most promising aspect of this collaboration. For now, the value proposition remains stronger for earning than redeeming, especially for high-value cabin classes.
