Office Space News
Regus Partners with Virgin Atlantic to Woo Frequent Flyers
Published June 2nd, 2009 by Jennifer LeClaire
Determined to continue flying high, Regus is teaming up with Virgin Atlantic in a partnership that aims to bring passengers through the doors of the serviced office industry giant’s global business centers from New York to London and from Dallas to Paris.
Here’s the deal: Virgin Atlantic’s Flying Club Gold and Silver Members and holders of the Virgin Atlantic Black Card will receive free Regus Businessworld Gold cards. That’s about a $400 a month value, and certainly nothing to sneeze at.
What does a Businessworld Gold membership get you? Unlimited access to work from any of Regus’ 1,000 business lounges and cafes in cities across 75 countries. If you are a heavy traveler, this is a major benefit that will hook you on Regus in a heartbeat.
Think about it. If you are flying from San Francisco to Tokyo, you can be sure there’s a Regus center there waiting for you. With the breadth of Regus locations and the scope of Virgin’s flights, this is an attractive match for both companies and their customers, and not just because their marketing veeps says so, either…
“Regus’ revolutionary Businessworld world program will prove extremely beneficial for Virgin Atlantic’s Flying Club members and Cardmembers,” said Rebecca Tann, vice president of marketing for Regus. “Our strategic alliance with Virgin Atlantic provides these individuals with immediate access to world-class, business-ready places to work, wherever their business takes them. Business travel has just become easier for thousands of Virgin Atlantic customers.”
Flying High in Down Economy
The Virgin Atlantic-Regus partnership also offers opportunities for all Flying Club members to earn Flying Club miles on a range of Regus products and services worldwide. All Virgin Atlantic Cardmembers will earn double, yes double, miles on any Regus transactions paid for on their cards.
This is one way Regus will cash in. Virgin faithfuls will become Regus faithfuls in order to earn those rewards. By letting these Virgin customers into their executive office suite facilities free of charge, it’s almost a no brainer that some of them will also use the Regus’ ancillary services.
“Our business travelers expect the most effective and efficient end-to-end travel experience when they fly Virgin Atlantic, and this partnership with Regus is a great supplement to those services,” said Chris Rossi, senior vice president N.A., Virgin Atlantic.
Well said. This is one strategic alliance that should pay off for everybody.
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Bill Brookshire June 2nd, 2009 at 10:20 am
This is a great thing for the market. If you happen to be a Regus customer and a Virgin customer, you just hit the jackpot. Being able to get into Regus’ serviced office centers around the world at a lower cost is a real boon. Regus is definitely getting aggressive about competing. This is like the third or fourth strategic alliance I’ve seen them make in the last few months.
Rob Zeus June 2nd, 2009 at 10:24 am
What’s in it for me? This must be intent on appealing to travelers outside the U.S. I don’t see a lot of Virgin planes in my local airport. Still, I admit that for the right audience, this is a great thing for customers. Regus is opening up its serviced offices in a broader way. It sort of makes you wonder if this was the whole goal of the businessworld program — to have leverage to form these kind of strategic alliances to drive ancillary traffic to their executive office suites.
Elizabeth Sanchez June 2nd, 2009 at 10:32 am
Unlimited access to Regus serviced office centers is well worth $400 or $500 a month if you travel a lot. But getting it for free — wow. That’s really compelling. I could see some folks deciding to fly with Virgin because of this. It seems like there’s more of an updside for Virgin travelers than for Regus, but it’s like you said… they probably will use the services and add-ons when they do business in one of these offices.
Melanie Jones June 2nd, 2009 at 10:34 am
Do you know how long it takes to put together deals like this? The attorneys on both sides probably went back and forth — and back and forth. What I see is Regus really getting ahead of the curve on these serviced office initiatives. They had a lot of forethought about what would make them more competitive in the executive office suites industry. Regus may be more expensive than some, but the serious business traveler needs a brand they can trust.
Maggie Correta June 2nd, 2009 at 10:41 am
Regus is a very forceful brand in the executive suites industry. They seem to have office space just about everywhere — and they keep growing. I am wondering if this is going to spur new growth for the company, or just beef up traffic in its existing serviced office facilities.
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