Topguest 2.0: Will Virgin American Airlines Build Loyalty with Virtual Checkins? I Think Yes.

Topguest is a new platform that gives travelers loyalty points and rewards for checking in on geolocation applications. Since its launch earlier this year, you've been able to check in using Brightkite, Gowalla, Foursquare, Twitter, Google Latitude, Yelp and Loopt. Not only did you get the standard benefits, badges or promotions from the apps you used to check in, you also got rewards from Topguest when you checked in at a partner location.

You could see this app partnering with a loyalty company from miles away. Sure enough, with Topguest's 2.0 platform launching today, they are introducing some major changes, including a new partner in Virgin American. The new version also only supports Facebook Places and Foursquare, with a new mobile application for Android and iPhone. 

Using the platform, Virgin will users frequent flyer points in exchange for their checkins — a first for any airline. As Mashable reported, 'Virgin America guests can now earn an additional 25 Elevate points per checkin to Facebook Places or Foursquare — at the airline’s airport terminals or baggage claims — for a total potential of 50 extra points per flight.'

Brett Billick, Director of CRM for the airline, expands on that point: “Our innovative in-flight amenities have attracted some very tech and social-savvy flyers, so it is only fitting that we are now the first airline to offer its guests frequent flyer points for virtual checkins. Given the rapid growth of location-based checkins, this is something our flyers have actually been asking for — and we think it will give guests a compelling way to earn real world rewards for virtual checkins,”

Virgin America is just one of many new partners. The startup has formed a strategic alliance with Hospitality Marketing Concepts, meaning Hilton HHonors, Doubletree Hotels, Wyndham Rewards, Choice Privileges, Kimpton Hotels & Restaurants, Thompson Hotels, and Avis Car Rental are now participating as well.

This is big. Other virtual checkins from loyalty programs and companies will follow. As a quick aside, look for Facebook to make a splash of their own with Facebook Credits being used as loyalty points to reward checkins. This is just a hunch. Another prediction is that we will ultimately be able to use those earned Facebook Credits to buy real-world merchandise, online and off-line. But that's another story. ~ p