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Avanti West Coast launches its Club Avanti loyalty scheme – here’s how it works

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Avanti West Coast, which operates trains up the West Coast Mainline from London to Manchester, Liverpool, Birmingham and beyond, has launched a loyalty program.

Club Avanti is currently invite-only but we thought you’d want to know about it anyway. We will update this article once it is open to everyone.

Whilst there are no points to be had, it does come with a couple of useful perks if you regularly find yourself using their network.

Club Avanti rewards

Club Avanti membership perks

There are three tier levels – Silver, Gold and Platinum – but before we look at those in closer detail, let’s take a look at the benefits that all Club Avanti members get:

Everyone gets a free hot drink

One reason to sign up to Club Avanti – even if you take just one Avanti train a year – is for the introductory free hot drink.

This is being offered as a sweetener to join the programme and is a one-off reward. You can only get a free drink once, not every time you travel.

The free hot drink is valid within 365 days of your Club Avanti welcome email, so you have plenty of time to redeem it.

To claim it, you need to present your unique PIN code in your welcome email to the Avanti staff in the onboard shop. All hot drinks are included, although the offer is not valid for At Seat Service.

10% off in the onboard shop

In addition to a free hot drink, you’ll also get 10% off drinks and snacks from the onboard shop. Unlike the free hot drink, this is valid on every purchase.

There’s no minimum or maximum purchase – it’s a straight 10% discount. All you have to do is present your membership number to the shop staff.

Save 10% on your first return ticket

This is probably the most valuable Club Avanti joining perk in terms of a pure cash saving.

Like the free hot drink, it is a single-use offer when you first join Club Avanti.

The 10% discount is valid for two single Advance tickets or one return Advance journey on Avanti West Coast services in Standard or Standard Premium. First Class is unfortunately not included, although Standard Premium gets you a First Class seat, just with no at-seat perks or lounge access.

You must use the voucher to make a booking within 90 days of joining Club Avanti. Only online bookings made via the Avanti website or app are included – the discount won’t work at station ticket offices or ticket machines.

The bad news is that the offer cannot be used in conjunction with other discounts, including Railcards.

The offer is likely to save you at least £7.80 in Standard or £12.80 in Standard Premium based on an advance return purchase from London to Manchester.

club Avanti status tiers

What are the Club Avanti membership tiers?

In addition to the rewards available to all members, Avanti is introducing three membership tiers based on the number of trips you take on Avanti trains:

  • Silver, the introductory level for all members who take up to eight trips per year
  • Gold, for all members to take between 9 and 20 trips per year
  • Platinum, for anyone taking 21+ trips per year

‘Year’ is NOT a calendar year. It is based on a 12 month period from the date you join Club Avanti.

The tier benefits are very straightforward. This is what you get:

  • One free Standard Premium return ticket when you hit nine trips in your membership year (Gold)
  • One free First Class return ticket when you hit 21 trips in your membership year (Platinum)

That’s it – there are no other tier benefits (at least, not yet).

We will get to the definition of ‘trips’ later.

How to use Club Avanti reward vouchers

You’ll automatically receive a voucher for your free trip by email as soon as you pass the required number of trips.

The reward vouchers are valid for 365 days from issue, and you need to book and make your outbound journey within this time frame. You can make the return journey at a later date.

You need to book your reward trip at least seven days in advance, via the Avanti website or mobile app. The tickets are valid on any journey between stations in the Avanti network.

There are a few other things to note:

  • Reward trips do not qualify for Delay Repay compensation
  • You can change your reward trip once before departure for free
  • You can’t transfer your reward trip to another person (although, realistically, I don’t know how Avanti would stop you from giving your ticket to someone else)
Club Avanti reviewed

What counts as a ‘qualifying journey’?

Your status is based on the number of ‘qualifying journeys’ (trips) you take during your membership year.

A ‘qualifying journey’ is a journey that is:

  • greater than 75 miles
  • between two Avanti West Coast calling points
  • booked on the Avanti app or website

Advance Purchase, Anytime and Off-Peak journeys all count, as do tickets booked with a Railcard. Family tickets count as one Qualifying Journey, regardless of how many people are travelling. Super Off-Peak tickets, season tickets and reward tickets do not qualify.

One-way tickets count as one qualifying journey. A return ticket counts as two. This means that you will become Gold on your fifth return journey on Avanti West Coast.

You must use the same email address as your Club Avanti membership when buying tickets in order for journeys to be registered to your account.

Is Club Avanti membership worth it?

On the basis that joining Club Avanti is free there are no downsides to joining. At the very least, it will get you a free hot drink. The 10% discount on your first booking is also worth a few pounds, assuming that you don’t travel exclusively in First Class.

There is decent value to be had for anyone who regularly makes trips up and down the West Coast Mainline. You do not have to be a frequent business traveller to achieve Gold status and get a free Standard Premier reward trip – a handful of trips to see friends or family over the course of the year is enough.

Platinum membership appears to be targetted at frequent business travellers. You’ll have to take 11 return journeys to qualify which is more of a challenge for anyone who doesn’t travel for work.

The only other snag is that qualifying journeys must be a minimum of 75 miles and between two Avanti-served stations. That means that a trip from Chester to Birmingham (71 miles), for example, does not count. Taking a non-Avanti connecting train would not change this.

You can find the full Club Avanti terms and conditions here. Membership is currently invite-only but we expect it to be opened up more widely very soon. If you were a member of Avanti Traveller, you will still need to register separately for Club Avanti.

PS. We have also reviewed the LNER Perks reward scheme – click here.

Comments (75)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Panda Mick says:

    The only good thing about Avanti is how apalling they are: I’ve done really well out of them from a compensation perspective. Every journey I’ve had this year has resulted in comp.

    I think it also underlines just how incompetent the govt are in taking away a franchise from a company that delivered a decent service and gave it to a bunch of complete muppets.

    • Amo says:

      I recently travelled between London and Manchester and seats were double/triple booked for the same seat. Every carriage full, with passengers unable to sit in seats they’d booked because another passenger also had a ticket with the same seat number – absolute carnage. The driver made an announcement about claiming a partial refund but I couldn’t find anything on their website, any ideas?

      • Andrew says:

        I wouldn’t waste your time. On a recent first class journey there was no food or drink available. The train manager apologised and said we’d be able to claim compensation for the service being declassified. Avanti customer service completely denied any claim saying that I’d gotten a first class seat and food and drink are complimentary so they don’t have to provide them

        • Rob says:

          Sounds like BA Club Europe excuses when they sell your middle seat and/or don’t load food.

          • Save East Coast Rewards says:

            It’s worse now Avanti have launched their premium economy which is just a first class seat without the catering. So surely if there’s no catering in first class you should get a refund to the premium economy level.

            At least in CE you get a middle seat block.

            To be fair though every time BA have messed up they’ve thrown a bunch of Avios my way. For example when my special meal wasn’t loaded I got Avios, when a flight EDI-LCY didn’t have the full catering I got Avios, when the Aspire lounge wasn’t open in NCL I got Avios. On the LHR flight the IFL insisted on submitting a request for Avios for me, on the LCY flight the crew made an announcement encouraging people to submit a complaint.

        • MKB says:

          You should fight that. If you didn’t get food and drink, then you were effectively downgraded to Standard Premium. You should insist on the difference in fare between the two being refunded.

    • Save East Coast Rewards says:

      In theory Avanti shouldn’t have been worse than Virgin who had the previous franchise, they even retained the Virgin Trains MD to run it (he has now recently quit due to how disastrous this year has been). It’s hard to imagine Virgin letting things get this bad but it was the same management team and the shortage of drivers would have the same result.

  • Simon says:

    No way to run a railroad?

  • ken says:

    It always beggars belief that train operators can’t recruit enough drivers.
    How hard can it be to find people willing to earn £60k plus once you are doing the Intercity routes in places like Crewe, Liverpool, Carlisle, Glasgow.

    Less than 7% of drivers are women (as of 2019). No doubt Avanti will blame the unions again.

    There’s only 3 1/2 years to go before abolition of the West Coast franshise.

    Imagine spending management time developing a loyalty scheme for such a short period when you can’t even run trains.

    • Save East Coast Rewards says:

      I’m guessing that, like LNER, they have a loyalty department as they used to have a scheme called Traveller from the Virgin Trains days (any idea what happened to that?)

      I imagine that this has been under development for a while

    • P Russell says:

      Ken,it’s not that they can’t attract enough people to become drivers,they are inundated every time they advertise vacancies.
      The issue is that like most other train companies,they are trying to run the service with as few drivers as possible due to the costs of recruitment and training people.
      So when drivers refuse to work overtime on what should be their days off….the entire service collapses. It’s been like this for years.

  • NigelthePensioner says:

    Avanti are completely useless as everyone agrees. Their prices are double what Virgin used to charge. Their reliability is atrocious and the provision of just one train an hour between Birmingham and Euston is a joke! There are, in theory, three trains worth of passengers crammed onto one train and then, WHEN (not if) your return train from Euston is cancelled, you will have 6 trains worth of passengers crammed on to one train! However, as their service is so appalling, no one books Avanti meaning that if you have all the time in the world and do decide to take the risk, you have a carriage to yourself in steerage with as much room therefore as in first! Don’t be paying £365 return for a first return.
    The sooner they have the route taken off them the better. Virgin’s wine in first was appalling but the breakfast was nice and most of the trains were on time AND a two together railcard got you 2 first returns at sensible times for £90. Now, you pay that and some for steerage!!

  • Rich_A says:

    If your journey is under 75 miles, you might look at booking a longer ticket and travelling short – only if you have an Anytime or Off-Peak ticket, can’t do it with an Advance.

    That said I don’;t think I would be investing anything in an underwhelming scheme that might become toast before you get to benefit.

  • Matarredondaaa says:

    Many rail franchises rely ‘upon the good will of the drivers’ to run Saturday and Sunday trains
    This seems an utterly ridiculous way to run a railway.
    It, I can only assume is a means to control costs but, having to pay overtime rates and be totally dependent upon drivers being prepared to work overtime is beyond me.

    • Rich_A says:

      It’s a system that has been around forever. It kind of works both ways. Nobody is contracted to work Sunday, but it’s expected that somebody always will, because the overtime is very nice thank you very much.

      But because there’s no contract, either side can pull the plug for Sunday working without too much difficulty. The workers if they want to be difficult; the railway if they want to turn the screw.

    • John says:

      The NHS relies on the goodwill of medical staff in a similar way. Except that you can’t just say no thanks and go home when someone is sick and your shift is over.

  • TimM says:

    I am reminded of the Hitchhiker’s Guide to the Galaxy when we discover that the human race is descended not from the apes but from another planet’s rejects: hairdressers, telephone sanitisers, and loyalty scheme experts. They had endless meetings to try to create ‘the wheel’ but could not decide what colour it should be. Step forward Avanti. We have a loyalty scheme but not a functioning railway.

  • J P Joule says:

    Travelled on Monday Euston Manchester – standard class = cattle class. How does Avanti intend to keep its licence?
    Toilet door did not close, no wifi – drinks needed cash. Folks in every doorway.
    I made the error of having tickets printed a couple of weeks before and Avanti would not permit me to rebook seats.

    Meghan and Harry travelled to Manchester by train on Monday – I expect they didnt have the same problems as my wife and I experienced.

    How on earth does Avanti WC expect to keep its licence?

    • Rich_A says:

      By contrast, I had 4 Avanti legs last week – first time on WCML in ages – and they were absolutely fine.

      All on time, wifi worked, not crowded, Advance fares were cheap as chips the day before. Only problem was a shortage of sockets.

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