On-demand private jet charter company Victor has upgraded its loyalty programme, Alto, to offer a subscription-free concierge service and the ability to earn and redeem points against both brand partners and private jet bookings. 

The brand has expanded its offering beyond jet charter with the addition of 21 brand partners to its Alto portfolio, including Brown’s Hotel, Mandarin Oriental, The Nautilus Maldives, Wilderness Reserve, Auto Vivendi and luxury tour operator EnVogue.

Alto points can now be earned and redeemed when booking hotels, villas, yachts and experiences, without the need for an accompanying jet charter.

Victor said the move opened up Victor’s high-touch customer service to a “luxury traveller clientele who may not sit within the private jet charter bracket, but who are seeking a tailor-made travel service with exclusive benefits”.

Victor membership has no joining fees and the Alto programme is available to all by registering on Victor’s platform. 

Alto rewards members with one point for every US dollar spent, and points can be used once a minimum of 10,000 have been collected. 

Through Alto, Victor claims members can access more than 1,000 hotels and villas and a selection of 50,000 ticketed events and premium goods. 

“High-net-worth individuals are continuously seeking value on their products and services – particularly in the current economic climate,” said Victor’s head of partnerships Elena Enotiades.

“We have seen Alto point redemption increase from 60% to 80% over the past year. By significantly upgrading our Alto loyalty programme, customers are getting tangible value in return - even if they’re in a position to spend thousands on flying private.” 

She added: “Our customers tend to use their Alto points on the most high-end products and experiences. This past summer alone, we’ve successfully organised 50-meter yacht charters, exclusive six-figure ticketed events, and luxurious week-long villa rentals around the globe. The trust our clients place in us for their jet charter extends to our partnerships, ensuring they can expect an equally gratifying experience with our esteemed partners.”