My daughter and I were flying from JFK to LHR on Dec.28, '19. on Virgin Atlantic. Soon after we were seated in Economy the FA approached us, knelt down and told us we were being upgraded to first class. She explained that we were the fortunate recipients of the "seasoned traveler" program. As I understand it, Sir Richard Branson had heard of another airline upgrading deserving passengers and he thought it was a nice idea and wanted to do the same. "Seasoned traveler" was a nice way of saying old and as I was the oldest person on the flight and as they had two first class places, my daughter was upgraded as well.
I wrote Sir Richard a heartfelt thank you note that I hope he received. It was a lovely thing to do and I won't forget the kindness.