Passengers on the scrappy airline startup Virgin America were introduced to a new benefit last week: an expanded partnership with Singapore Airlines. Now, in addition to the assorted codeshare agreements currently in place, fliers on each airline can accrue miles from the partner carrier. So the 2000 Elevate points earned on Virgin America from Chicago to Los Angeles can now turn into 11,000 miles earned from Chicago to Los Angeles to Singapore. Conversely, passengers in Singapore’s KrisFlyer program can also earn miles on Virgin America’s domestic routes.
Shared mileage accrual also means that passengers in each frequent flier program will be able to redeem miles on partner carriers, so all of those domestic trips on Virgin America can now translate to international trips on Singapore.
Virgin America’s partnership with Singapore is a great step towards bringing in business from partner carriers, and one wonders whether this is the first step towards working larger networks. One of the biggest detractors to flying on the carrier has always been the lack of mileage partners in the United States, and if the airline were part of the Star, Oneworld or even Skyteam network, a huge market of business travelers would shift their business over. Since Singapore is part of the Star Alliance network, it may be a natural next step for Virgin America to partner with United Airlines, the biggest domestic Star carrier.
Were that the case, however, it might make sense for all of the Virgin carriers (i.e., Virgin Atlantic, V Australia, etc.) to join a global network, and since Virgin Atlantic just partnered up with Delta Air Lines (Skyteam), it seems that the brands are in conflict. Perhaps the cost of joining an alliance is just too high.
[Photo Credit: Virgin America]