Virgin America's frequent-flyer population of 1.8 million is not only the industry's fastest growing - climbing at over 40% a year - they are also the most engaged. Virgin America's Elevate members spend 25% more with the airline than non-members, while nearly half have been active within the past 12 months compared to the industry norm of 33 percent. And how's this for devotion: a full 20% of Virgin America's loyalty members don't even live in cities served by the airline. Watch the Director of CRM explain how: http://forms.loyaltylab.com/vod_virginamerica

1. Tibco Now Customer Loyalty
May 2011
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2. Agenda
• Who We Are
• Our program
• “The science”
• “The art”
• Results…and what’s next
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3. 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

4. Our Product is State of the Art
“A Multi-million Dollar IPOD. That Flies.” –

5. New Generation Slim‐line Recaro Seats with Full Size Headrest in Coach

6. 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

7. Virgin America’s Elevate Program
Our first of its kind frequent flyer program started at the same time as
our flight launch – the first time in US airline history.
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)
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8. And now for the science………………
To match our innovation promise, we needed to find the right partner.
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9. Power our knowledge of our membership base
Our guests are tech‐savvy, fashion forward, creative class. And they are the
reason our airline is growing.
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
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10. Deliver a proposition: Shouldn’t reward bookings be easy?

11. All you have to do is….toggle

12. 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

13. 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

14. …..And here’s the art
Getting people to share this…….
Embedded video
youtube.com/virginamerica.
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15. Campaigns and events that make people talk

16. Leveraging our tech‐savvy, social media base
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

17. 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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18. 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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19. Thank you
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