WestJet & Virgin Atlantic Open World of Rewards for Flyers

CALGARY, AB – February 17, 2026 – WestJet and Virgin Atlantic have significantly deepened their partnership, launching a comprehensive reciprocal loyalty agreement that allows members of their respective rewards programs to earn and redeem points across both airlines' entire networks. The move, effective today, unlocks a new realm of global connectivity for Canadian travelers and marks a major strategic step for both carriers in the competitive transatlantic market.

Members of WestJet Rewards and Virgin Atlantic’s Flying Club can now accumulate points when flying with either airline, a long-awaited integration that adds substantial value to both programs. The enhancement is particularly significant for Canadians, who can now leverage WestJet’s domestic network to connect seamlessly through Toronto to Virgin Atlantic’s primary hub at London-Heathrow and beyond.

A New Gateway to Global Destinations

The centerpiece of the expanded agreement is the ability for WestJet Rewards members to redeem their points for travel to a host of sought-after long-haul destinations. Through new codeshare flights bookable directly on WestJet.com, members can now use their points as a form of payment for flights operated by Virgin Atlantic from London-Heathrow to Dubai (DXB), Malé in the Maldives (MLE), and both Cape Town (CPT) and Johannesburg (JNB) in South Africa.

This integration transforms the utility of WestJet Rewards, extending its reach far beyond the Americas and Europe. For years, accessing such destinations required members to either book through separate programs or pay cash fares. Now, a single loyalty currency can pave the way to African safaris and Arabian adventures.

"Strengthening ties with a world-class airline like Virgin Atlantic has long delivered stronger connectivity for our guests," said John Weatherill, WestJet Executive Vice-President and Chief Commercial Officer, in a statement. "Today’s announcement builds on that foundation, unlocking greater value and expanded opportunities for WestJet Rewards members to engage with our loyalty program."

Underpinning this new connectivity is Virgin Atlantic’s commitment to the Canadian market. The UK-based carrier is boosting its Toronto (YYZ) to London (LHR) route with daily flights for the upcoming summer season. These flights will be operated by its flagship Airbus A350-1000 aircraft, a 397-seat plane that significantly increases capacity and enhances the passenger experience on the crucial transatlantic link.

Inside the Loyalty Programs: What to Expect

This partnership arrives at a pivotal moment for WestJet's loyalty program. In 2025, the airline undertook a major revamp of WestJet Rewards, transitioning from its straightforward "WestJet dollars" system to a more flexible "points" currency. This deal with Virgin Atlantic is the first new reciprocal airline partnership since that overhaul and WestJet's first in nearly a decade, signaling a renewed focus on expanding the program's global value.

For WestJet Rewards members, the process remains simple. Points can be redeemed as a direct form of payment against the base fare of Virgin Atlantic-operated codeshare flights, with each point valued at one Canadian cent. This cashback-style simplicity is a core feature of the program, though members should note that a minimum redemption of 2,500 points per guest per direction of travel is required.

For members of Virgin Atlantic’s Flying Club, the benefits are equally compelling. They can now earn Virgin Points and Tier Points on all flights operated by WestJet, expanding their ability to accumulate rewards and climb elite status tiers while traveling within Canada. Virgin's program, known for offering strong value on premium cabin redemptions, now has a powerful North American partner to help members build their balances faster.

Strategic Skies: A Partnership Model Over Alliances

For WestJet, this move reinforces its long-standing strategy of pursuing targeted bilateral partnerships rather than joining one of the three major global airline alliances—Star Alliance, Oneworld, or SkyTeam. This à la carte approach allows the airline to forge deep, meaningful relationships with key partners that align with its network goals without the complexities and financial commitments of full alliance membership.

Following its 2025 integration of Sunwing, the WestJet Group has solidified its position as Canada's dominant leisure travel provider. Partnering with a premium, long-haul carrier like Virgin Atlantic allows WestJet to offer its vast customer base aspirational vacation destinations that lie outside its own operational reach. It's a capital-efficient method of international expansion, leveraging a partner’s assets to enhance its own product offering.

For Virgin Atlantic, the deal is equally strategic. As a member of the SkyTeam alliance and a key partner in a transatlantic joint venture with Delta Air Lines and Air France-KLM, the airline is already a formidable player. The WestJet agreement provides valuable feeder traffic from across Canada into its London hub, strengthening its position on the lucrative Toronto route and filling seats on its long-haul flights.

"Our partnership with WestJet continues to strengthen, providing our Flying Club members more choice and connectivity in how they fly between Canada, the UK and beyond," noted Juha Jaervinen, Virgin Atlantic Chief Customer Officer. The move underscores how airlines can use a hybrid strategy—combining alliance membership with strong individual partnerships—to maximize network reach.

What This Means for Canadian Travelers

For Canadian frequent flyers, the choice between loyalty programs has often been a tale of two models. Air Canada’s Aeroplan, backed by the global reach of the Star Alliance, offers a vast network of over 45 partner airlines, providing immense redemption possibilities but with a more complex, often dynamic, pricing structure. WestJet Rewards, in contrast, has championed simplicity.

The Virgin Atlantic partnership adds a crucial layer of international depth to WestJet’s model, giving its members a taste of the global access that has long been a hallmark of its primary competitor. It creates new one-stop itineraries to the Middle East and Africa, presenting a compelling alternative to connecting through other European or Middle Eastern hubs. Travelers can now book a single itinerary from a city like Edmonton or Halifax, connect through Toronto onto Virgin Atlantic, and arrive in Dubai or Cape Town, all while earning points in their preferred program.

This enhanced connectivity sharpens competition on these long-haul routes. Airlines like British Airways, Emirates, and Air Canada will now face a more integrated WestJet-Virgin Atlantic offering, which could influence pricing and service levels across the board. As the airlines prepare for the busy summer 2026 travel season, this partnership positions them to capture a greater share of Canadian international travelers looking for both value and a seamless journey.