The world's three Virgin airlines – Virgin Australia, Virgin America and Virgin Atlantic – are joining forces via their frequent flyer programs.
Members of Virgin Australia's Velocity program can already earn points and credits when travelling on Virgin America and Virgin Atlantic flights and also trade their Velocity miles in on a ticket with their overseas siblings.
However, the same two-way 'earning and burning' deal now applies to members of the Virgin America Elevate and Virgin Atlantic Flying Club programmes.
The result is a global frequent flyer scheme which could allow very frequent flyers to consolidate their points across Virgin airlines and swap them for what would in effect be a round-the-world Virgin ticket.
"Virgin goes all the way!" proclaimed Sir Richard Branson, who create the Virgin mega-brand and holds a stake in each of the three airlines.
“Virgin got into the airline business three decades ago to offer great value and a brilliant experience. Today's travelers still choose Virgin for the same reason: because we do things differently. I am thrilled that we can now reward our loyal guests with the ability to fly around the world on Virgin."
(We'll spare you from the echo-chamber of choreographed statements from the heads of each Virgin airline.)