LONDON — Virgin Atlantic and Virgin Group have announced plans for a new Virgin-wide loyalty program, which would reward customers across Virgin companies.

As such, a new company, Virgin Group Loyalty Company, will be set up to own and manage the new program. Virgin Red, an existing loyalty start-up within the Virgin Group, will also be integrated into the group-wide loyalty program.

Launching in 2019, Virgin Group Loyalty Company will be owned by Virgin Group and Delta Air Lines. Andrew Swaffield, the previous CEO of Avios and most recently the Monarch group, has been appointed as the company’s new CEO.

Flying Club will continue as the frequent flyer program for Virgin Atlantic’s customers and will continue to use miles as its currency. Flying Club members will continue to collect tier points and collect and redeem miles across Virgin Atlantic, Delta and a range of airline and other partners as they do today.

In the future, Flying Club members can look forward to an expanded range of ways to collect and redeem miles that will be powered by the new loyalty program.

“Virgin is one of the most admired brands in the U.K. and across the world, serving 53 million customers each year across 60 companies,” said Swaffield. “Our ambition is to bring the Virgin companies together and combine their appeal to customers, working together to create a truly outstanding offer.”