Award West Coast team celebrate International Loyalty Award win

Avanti West Coast’s loyalty programme wins international award

'Club Avanti' is honoured at the International Loyalty Awards

  • Avanti West Coast is honoured at the International Loyalty Awards
  • Club Avanti wins the ‘Best Loyalty Initiative within Travel’ category
  • The programme has attracted over 350,000 members in its first 24 months

Avanti West Coast’s loyalty programme ‘Club Avanti’ has won an accolade at this year’s International Loyalty Awards.

The intercity operator scooped ‘Best Loyalty Initiative within Travel’ category, beating global brands such as Avios, Azul Brazilian Airlines, First National Bank and Saudi Airlines. The judges highlighted that ‘Club Avanti’ stood out for moving away from a traditional points reward system, and delivering a tiered programme that “truly provides a differentiated experience for loyal travellers”. The programme is pivotal in Avanti’s goal to provide customers with great value for money and encourage them to choose the train over other modes of transport. Since its launch in June 2022, the scheme has attracted over 350,000 members, with £5 million worth of reward journeys awarded to them across Standard Premium and First Class on Avanti West Coast services.

Upon joining ‘Club Avanti’ new members get 10% off their next journey, a free welcome hot drink and 10% off all items at the Onboard Shop. If members make nine journeys within 12 months from the date of joining, they are elevated to Gold status and qualify for one free Standard Premium return journey. Platinum membership is achieved by those making 21 journeys, with customers rewarded with a free First Class return ticket.

Sarah Copley, Commercial Director at Avanti West Coast, said: “It is fantastic to see that ‘Club Avanti’ has become so popular with our customers, and recognised at these prestigious awards.’’  


Contact Information

Notes to editors

Picture: From left to right, Oliver Yaffe - Loyalty Manager; Mike Greenup - Marketing Director; Mark Murphy - Head of Loyalty and CRM; and Sarah Copley - Commercial Director.

About Avanti West Coast

Avanti West Coast, operator of intercity rail services on the West Coast Main Line, is a joint venture between FirstGroup and Trenitalia, delivering a cleaner, greener railway that drives the West Coast forward.

We’re on a mission to revolutionise train travel. Our refurbed Pendolinos have returned to the rails with a £117m investment that’s delivering the best in class comfort. Known as the UK’s hardest working fleet, the programme is transforming all 56 of these iconic trains boasting better seats, improved lighting, new interior carpets, customer-friendly passenger information screens, additional luggage space, power points at every seat and refurbished toilets.

Our new Evero fleet was introduced in June 2024 and will replace our Voyagers. Built by Hitachi, the 23-strong fleet, consisting of 10 seven-carriage electric trains and 13 five-carriage bi-modes, will serve routes from London to the Midlands, Chester, North Wales and the North West, leading to a substantial cut in carbon emissions with an increase in seats, and offering improved comfort. Quieter and roomier, with more reliable Wi-Fi, wireless charging for electrical devices and a real-time customer information system, these new trains are the result of a £350m investment in sustainable travel.

We’re tackling climate change wherever we can, from reducing energy and water use to training drivers in eco-driving techniques and sourcing food and drink from local suppliers. Our goal is to be net zero carbon by 2031. We’re on track.

For the latest news, visit the Avanti West Coast Media Centre: https://newsdesk.avantiwestcoast.co.uk/ 

Press Office: 0845 000 3333