Virgin Holidays to ramp up loyalty initiatives

Virgin Holidays is looking to bolster its loyalty programme as it looks to steal share from rivals including Thomas Cook and Thomson.

The holiday company is looking to appoint to its first head of loyalty to define a customer retention strategy to be used in direct marketing campaigns and affinity and partnership initiatives.

The move comes as the holiday company prepares to expand its operations. It plans to add up to 40 high street shops over the next 12 to 18 months and is reportedly preparing plans to launch the brand first in the US, and then Australia and South Africa.

A Virgin Holiday spokesman says: “As the business continues to grow and our loyalty marketing efforts expand accordingly, it’s become necessary for us to grow the team for that reason.”

The head of loyalty will report to marketing director Andrew Shelton.

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