Amadeus partners with Velocity Frequent Flyers for digital transformation

Young woman at the airport in Barcelona checking for the flight schedule
By Alexandra Coulton


Virgin’s frequent flyer program Velocity Frequent Flyers has teamed up with Amadeus to fuel growth and a digital transformation of the program.

According to research from Mastercard, the average Australian consumer participates in six different loyalty programs and considers travel the ‘main motivation’ to belonging to a program.

79 per cent even nominated frequent flyer points as their preferred reward.

However, Amadeus’ regional director for airline business group, Sunil Joseph said that as consumers become more connected and complex, expectations are now higher than ever.

“Aussies have no shortage of options and want to stay in touch with their favourite brands through multiple channels: in person, online and via mobile,” he said,

Caroline Rockett, chief information officer for Velocity Frequent Flyer said the Virgin Australia loyalty program was focused on understanding their members’ preferences to tailor the offering and present the most rewarding experience possible.

“Technology is crucial to delivering the most accessible program and will enable us to anticipate our members’ needs by enabling personalized promotions and benefits,” she said.

“To support the continued expansion of our award-winning loyalty program, we need a comprehensive platform designed with growth and flexibility in mind. This is why we have adopted the new Amadeus Loyalty Management platform, a next-generation solution built on cutting-edge open source technology.”

According to Rockett, Amadeus will deliver all the essential capabilities required for a dynamic loyalty program, including member and partner management capabilities, real-time earn and redemption handling, and easy integration with other vital applications in our existing IT ecosystem.

“This will enable Velocity to continually increase, improve, and optimize its loyalty proposition for an ever-evolving member base,” she said.

“Velocity recognises their high-value and high-spending customers. By continuing to leverage their data assets, Velocity can not only offer simpler, more flexible products and services, with great digital service experience but also continue to build both its air and non-air partnerships.”

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