The Buy Miles initiative enables members of the scheme who do not have enough miles to redeem on a flight, upgrade or reward, to purchase the extra miles they need online. They will also be able to buy miles as a gift.
Flying Club participants will be able to buy up to 25,000 miles a year in increments of 1,000, priced at £30 for 1000 and £90 for 5,000.
The miles can be spent on flights, hotels, car rental or across other Virgin companies including Virgin Cinemas, Virgin Active and Virgin Megastores.
The expansion of the scheme follows British Airways' plans to overhaul its loyalty scheme by offering more bonuses to its most frequent passengers.
Last October, Virgin Atlantic appointed loyalty marketing specialists ICLP to its CRM account to handle e-communications and campaign management.
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