Tuesday, July 23, 2024
HomeNewsVirgin Australia launches invite-only Beyond membership and lounges

Virgin Australia launches invite-only Beyond membership and lounges

Virgin Australia has finally raised the curtain on its much-anticipated, invitation-only Beyond Lounges in Melbourne, Sydney, and Brisbane.

These secretive sanctuaries are exclusively reserved for corporate partners, select high-status Velocity Frequent Flyer members, and key influencers across the nation.

The relaunch of this elite network of lounges, previously known as ‘The Club’, is an essential perk of the new Virgin Australia Beyond loyalty program, announced last year.

The unveiling of the lounges marks a significant milestone in the airline’s transformation strategy, which has seen numerous customer enhancements since the airline’s relaunch in 2020.

The Beyond program is now the highest tier of loyalty for Virgin Australia customers.

Beyond members can look forward to a range of benefits, including an annual membership with the option to nominate a spouse or partner for the same privileges. Membership is reviewed each year.

Other perks include access to the exclusive Beyond Lounges, a dedicated phone concierge service, four complimentary business class upgrades each year, and a complimentary Velocity Gold membership for the primary member’s executive assistant.

Beyond membership is granted by the CEO and executives of Virgin Australia for the airline’s most loyal guests. Business leaders interested in being invited to join Beyond can speak to their travel manager or Virgin Australia account manager.

Beyond Lounges

Members will find their way into the Beyond Lounges via a discreet, unmarked door, with access granted through a sustainable digital membership card.

The entrances are strategically placed near Virgin Australia’s regular domestic lounges in Melbourne, Sydney, and Brisbane.

Once you’ve navigated the hidden entrance, you’ll be greeted by a peaceful, welcoming environment, complete with leather-clad walls, oak timber features, plush Chester-style armchairs, and bright greenery.

The space also includes privacy pods, a favourite feature among members, with built-in charging stations and transparent frosted glass for natural light while maintaining discretion.

Shower facilities, towels, and premium bathroom amenities will also be available from July 2022 onwards.

Private offices and boardrooms can be booked by members for use on their travel day.

To accompany the grand opening, Virgin Australia has also launched a new à la carte menu, featuring fresh food options prepared with premium Australian produce.

To top it all off, Beyond members will also have access to a wide range of handpicked beverages, including spirits, Australian wines, cocktails, fresh juices, and more.

In line with the unique Beyond service experience, the airline is committed to providing an atmosphere of tranquillity in the lounges. Boarding announcements will be replaced with personalised invitations from the Beyond Lounge Hosts, who will also recommend meals from the all-day à la carte menu based on the duration of the members’ pre-flight visit.

Since its relaunch in 2020, Virgin Australia has refocused on its core customers, including value-conscious corporate and small to medium-sized business travellers and premium leisure travellers. The airline has significantly increased its share of the domestic market in Australia and aims to maintain its market share at 33% over time.

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