By Bryce Casson, Founder · Cardocrat · Updated June 2026
The short answer: Virgin Atlantic Flying Club built its reputation on a famous ANA sweet spot, low-priced first and business class to Japan. It has devalued that exact redemption repeatedly and without warning, raising ANA first class by up to 42 percent in 2023 and ANA business by up to 26 percent in 2024, a reminder that a transferable program can gut its best deal overnight.
Built on the ANA sweet spot
Virgin Points are easy to gather from every major bank plus Rove, and for years the marquee reason to hold them was booking ANA first and business class to Tokyo at very low prices. That single sweet spot drove much of the program popularity, which is also what made its repeated devaluation so painful. See Virgin Atlantic guide.
Repeated ANA devaluations
In March 2023, a week after Virgin joined SkyTeam, it raised ANA first class redemptions without any notice, by up to 42 percent on some routes, with East Coast to Tokyo first jumping from 120,000 to 170,000 Virgin points round-trip. Then in May 2024, Virgin quietly hiked ANA business class awards by up to 26 percent. Each change landed with no advance warning, stranding members mid-plan. See ANA First guide.
What to know now
Virgin own flights are dynamically priced and carry heavy UK surcharges, and the ANA sweet spot, while still useful, is no longer the steal it was. The lesson is to transfer Virgin Points only for a confirmed booking, never speculatively, because the program has shown it will devalue its best award without notice. See the speculative transfer trap and the devaluation overview.
Frequently asked questions
Has Virgin Atlantic devalued ANA awards?
Yes, repeatedly and without notice. It raised ANA first class by up to 42 percent in March 2023 and ANA business by up to 26 percent in May 2024, devaluing the very sweet spot that made the program popular.
Is the Virgin Atlantic ANA sweet spot still good?
It is still useful but no longer the steal it was, after two rounds of increases. East Coast to Tokyo first rose from 120,000 to 170,000 Virgin points round-trip in 2023, with business class hiked in 2024.
Does Virgin Atlantic give notice before devaluing?
Often not. Both the 2023 and 2024 ANA devaluations took effect without advance warning, which is why you should transfer Virgin Points only for a confirmed booking rather than holding them speculatively.
Should I hold Virgin Points?
Only against a specific booking. The points are easy to earn from every major bank and Rove, but Virgin has shown it will devalue its best award without notice, so transfer just before you book, not in advance.
Bryce Casson, Founder of Cardocrat. Every card is ranked by what it actually returns, with all points valued at a flat 1 cent and offers verified against issuer sources. About the author.
