So VX have announced their loyalty program will be $ spent and not miles flown (http://www.virginamerica.com/va/what...wwhatIseleVAte)

Which is a big shift from other carriers but makes perfect sense for the Virgin family.

How else can Virgin Blue, Virgin Pacific, Virgin Express and Virgin America have a common (round the world) appeal when they are all low-cost carriers? Add to that Virgin Atlantic cut price fares and it give them a platform for a global program for all their airlines!

No doubt some will disagree with the model