Virgin has appointed former Monarch boss Andrew Swaffield to head up a new loyalty programme.

Swaffield has been appointed as chief executive of Virgin Group Loyalty Company (VGLC), a Virgin-wide loyalty programme, which offers members the chance to earn and spend ‘miles’, the currency of Virgin Atlantic’s frequent flyer programme, across a range of products and services.

Swaffield was previously chief executive of Avios and oversaw its creation, and most recently was chief executive of Monarch up until its collapse last year. Prior to that he spent 17 years with British Airways and 10 years with Thomas Cook.

VGLC will launch in 2019 and will be owned by Virgin Group and Delta Airlines.

Existing loyalty start-up Virgin Red will be integrated into the group-wide programme following the launch.

Swaffield said: “Virgin is one of the most admired brands in the UK and across the world, serving 53 million customers each year across 60 companies.

“Customers expect to be rewarded for their loyalty to Virgin and we want to ensure Virgin customers get the best rewards possible.

“Our ambition is to bring the Virgin companies together and combine their appeal to customers, working together to create a truly outstanding offer.”

Oli Byers, SVP global sales and customer loyalty, Virgin Atlantic, said:  “Today Flying Club offers Virgin Atlantic’s customers compelling and valuable rewards for flying on Virgin Atlantic, Delta and a range of Flying Club partners.

“This will continue to be the case, but at the same time we’re excited to work collaboratively with Virgin Group to build a stronger loyalty programme and unleash the power of our shared brand to reward customers for their loyalty to Virgin.

“We’ll be giving customers more reasons to join Flying Club and fly with Virgin Atlantic and our airline partners.”

“The Virgin Group Loyalty Company and Virgin Atlantic will keep customers updated with more detail of the exciting new proposition as it is developed.”