Originally Posted by
Mwenenzi
What do mean by "booking through" ?

Virgin Atlantic does not fly JFK-LAX
If most airlines are selling the route for $1000 others are not going to sell it for $100. Supply & demand
Have you looked at leaving from another New York area airport?
Booking through Virgin Atlantic suggests transferring points to Virgin Atlantic and then redeeming them on one of VS's partners that do fly this route.