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Virgin America Begins Shrinking Its Elevate Loyalty Program

Grant Martin

Photo Credit: Virgin America's app. The airline's loyalty program is undergoing changes following the acquisition by Alaska Airlines.  Virgin America / Virgin America

Skift Take

Though Virgin America and Alaska Air still run separate loyalty programs, the former seems to be shoring up partnerships in preparation to wind down.

With Alaska's purchase of Virgin America now officially in the books, a big focus of the group in 2017 will be on stitching the two airlines together without disrupting the passenger experience. And despite a strong incentive to keeping both loyalty programs in tact until the last second, it's now apparent that Virgin America's Elevate program is taking steps to wind down. Late last month, Virgin America disap

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