Train operator National Express East Coast which took over the east coast London-Scotland mainline from GNER in December, is to launch a loyalty scheme. The new scheme which has yet to be named will reward those spending more than ”1,800 on tickets over a consecutive three-month period. It will launch by the end of the year.
Registration is automatic when online bookings are made, however passengers can also qualify for the airline-style programme by sending in tickets.
Benefits will include unlimited First Class lounge access to the members and a companion, even if the cardholder is travelling on a restricted First Class ticket which does not normally permit lounge use.
Other perks are:
” Free first class travel vouchers, including two return journeys for two and a further two single tickets.
” Discounts on advance purchase fares.
” Seasonal food and drink offers.
” A free half bottle of wine when dining in the onboard restaurant.
” Other discounts with selected partners.
Extra privileges will be offered if those in the scheme continue to spend at the same rate throughout their 12-month membership.
A National Express East Coast spokesman said: ”This package will be a positive driver for people to choose rail at a time when more people are choosing it because of high petrol prices and because of airport hassles.”
The train company is likely to stress green credentials when it unveils the programme properly by the end of the year. However, the spokesman admitted that the high membership threshold of the scheme meant that it was most likely to appeal only to those who travelled first class on a regular basis.
National Express East Coast has already scored a big hit with business travellers by offering free wi-fi in all classes since it took over the franchise.
The spokesman said usage had gone up ”six-fold” since then.
Gary Noakes
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