While the UK is now going its own way, its second largest carrier Virgin Atlantic is going the opposite way. For the first time ever, its Frequent Flyer Program Flying Club has concluded a partnership with an airline from the heart of Europe, Air France KLM. This eliminates one of the historic key weaknesses of the program in terms of network coverage and makes the – basically generous – program all of a sudden much more relevant for members on the European continent. The award structure follows hereby the template of the principle known from Avios and award flights are especially in Economy Class during off-peak periods extremely cheap, e.g. 30,000 miles for a roundtrip flight from Western Europe to the US West coast. While awards are generally calculated on a segment basis, connecting flights of up to 1,750 miles one-way distance are not charged extra. By the way, the new Virgin Group-wide loyalty program Virgin Red is to launch soon and we will all know then what will happen to the underlying value proposition. But given the competitive situation in the UK, we don’t expect any bad surprises here.