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These two Virgins are splitting up

Virgin Atlantic is one of several carriers putting 787 Dreamliners onto Bay Area routes. (Image: Virgin)

Virgin Atlantic flies 787 Dreamliners on its San Francisco route. (Image: Virgin Atlantic)

Are you a member of Virgin America’s Elevate loyalty program hoping to book an award flight on partner Virgin Atlantic? Then you better act fast – really fast.

Virgin America said on its website that the two airlines “will be sunsetting their frequent flyer partnership on November 13, 2016.” The last date for Elevate members to claim award travel on Virgin Atlantic with Elevate points is November 12, following the usual booking procedure.

And Elevate members will no longer earn points for travel on Virgin Atlantic after November 12.

“Virgin America will continue to offer a range of other airline partners through the Elevate program, including Virgin Australia, Hawaiian Airlines, Singapore Airlines and Emirates,” the company said.

Why the split-up? Virgin America said Virgin Atlantic “is introducing some changes to its loyalty program, and due to technical limitations, the Elevate program will no longer be compatible with (Virgin Atlantic’s) Flying Club once Virgin Atlantic upgrades the back end of its program on November 13.”

Of course, other factors could be in play as well. Barring government intervention, Virgin America is about to be acquired by Alaska Airlines. Alaska Airlines is involved in a major market share battle at its Seattle hub with Delta Air Lines. Delta Air Lines is the owner of a 49 percent stake in Virgin Atlantic. Connect the dots.

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