What Virgin Incentives does

Virgin Incentives is the B2B and corporate division of Virgin Experience Days Limited, providing experiential rewards and multi-choice gift cards to businesses in the United Kingdom and the United States. Founded in 1989 and headquartered in Bourne End, Buckinghamshire, the company operates as Virgin Experience Days Limited in the UK and as Virgin Gifts Inc (Virgin Gifts for Business) in New York, employing roughly 90 people and serving over 1,000 corporate customers across both markets. Its catalogue aggregates more than 5,000 experiences (spa, driving, short breaks, dining, adventure, animal encounters) plus a portfolio of gift cards including the Virgin Experience Days Gift Card, Virgin Gift Card, Merlin Gift Card, Leisure Choice Gift Card, and US eGift Card, redeemable across 140+ UK brands.

The company sells exclusively to business buyers via a sales-led and inside-sales model, with dedicated Business Development Executives, dedicated account management for enterprise clients, and self-serve 'Buy Now' web pathways for SMB and mid-market customers. Pricing is pay-as-you-go with no contracts, no management fees, and no minimum spend; gift cards are sold in £5–£2,500 denominations and experiences are priced per quote. Revenue is generated through transaction fees on voucher and card sales across three streams: experiential reward vouchers, corporate gift cards and multi-choice vouchers, and bespoke corporate reward schemes, with additional volume from B2B2C partner promotions for consumer brands.

Name

Virgin Incentives

Legal name

Virgin Incentives (a division of Virgin Experience Days Limited)

Website

https://virginincentives.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Corporate Rewards & Recognition

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Incentive Travel Design & Rewards Programs (THAHADAB)

akta.pro secondary industries

Loyalty, Rewards & Incentive Programs (BPAFAMAE), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Luxury & High-End Incentives (Private Jets, Yachts, Ultra-Luxury Stays) (THAHADAK)

Keywords

• Corporate reward programs
• Employee recognition services
• Experiential reward vouchers
• Corporate gift cards
• B2B incentive platforms

Headquarters

HQ city

Bucksburn

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Experiential Reward Vouchers: Sale of physical and digital experience vouchers (e.g., spa days, supercar driving, dining, adventure experiences) to corporate clients for employee rewards, customer loyalty, and sales incentives. Vouchers are redeemed by end recipients at third-party experience suppliers.
2. Corporate Gift Cards and Multi-Choice Vouchers: Sale of branded gift cards (Virgin Experience Days Gift Card, Virgin Gifts eGift Card, Merlin Gift Card, Virgin Gift Card, Leisure Choice Gift Card) and multi-choice collection vouchers to businesses for gifting programmes. Cards are loaded with set values (£5–£2,500) and redeemed across partner brand networks.
3. Bespoke Corporate Reward Schemes: Custom-designed reward and recognition programmes for enterprise clients, often tailored to specific HR or marketing objectives. Revenue generated through per-transaction pricing with no stated minimum commitments.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Virgin Incentives is the B2B corporate division of Virgin Experience Days Limited, selling experiential rewards and gift cards to businesses for employee recognition, customer loyalty, and sales incentive programmes. The company offers a catalogue of 5,000+ experiences (spa packages, supercar driving, short breaks, dining, adventure activities) and multi-choice gift cards redeemable across 140+ UK and US brands. It serves 1,000+ corporate clients across the UK and US with dedicated account management and no minimum spend requirements.

Product overview

Virgin Incentives is a corporate employee reward and recognition platform operating as the B2B division of Virgin Experience Days. The company offers a portfolio of experiential rewards including UK Experiences and USA Experiences (spa packages, supercar driving, short breaks, dinners out, animal encounters, and adventure activities). The product portfolio includes multi-choice gift cards such as the Virgin Experience Days Gift Card (UK), Virgin Gift Card, Merlin Gift Card, Leisure Choice Gift Card (UK), and Virgin Gifts eGift Card (USA). Additional products include UK Gift Cards & Vouchers, UK Tangibles, UK Events, and USA Collection Vouchers. With 5,000+ experiences and 1,000+ customers, the platform serves businesses of all sizes for employee rewards, staff incentives, customer loyalty programs, and corporate gifting needs across both UK and US markets.

Differentiator

Problem solved

Functional benefit

Products and services

• UK Experiences Curated catalogue of UK experiential rewards including spa packages, supercar driving experiences, short breaks, dinners out, animal encounters, and adventure activities, sold to corporate clients for employee and customer reward programmes.
• UK Gift Cards & Vouchers Multi-choice gift cards and corporate vouchers for UK businesses, including the Virgin Experience Days Gift Card, Virgin Gift Card, Merlin Gift Card, and Leisure Choice Gift Card, allowing recipients to choose from a wide range of experiences and brands.
• UK Tangibles Physical gift products and tangible reward items available for UK corporate gifting programmes.
• UK Events Corporate event experiences and team building activities available in the UK for businesses.
• USA Experiences Curated catalogue of USA experiential rewards including driving experiences, spa days, dining cruises, and adventure activities, sold to corporate clients in the US market.
• USA Experiences eGift Card Electronic gift card for US customers providing digital access to the Virgin Experience Gifts catalogue of activities and experiences.
• USA Leisure Choice Gift Card Multi-choice gift card redeemable at over 140 top US brands including major retailers and restaurants, offering flexible reward options for US corporate clients.
• USA Collection Vouchers Collection vouchers for US corporate reward programmes allowing recipients to choose from curated experience categories.
• Leisure Choice Gift Card (UK) Flexible UK gift card redeemable at over 140 brands, from high-street retailers to restaurants and days out, sold in denominations ranging from £5 to £2,500.
• Virgin Experience Days Gift Card UK gift card providing access to over 5,000 experiences, ranging from sky-high adventures to indulgent afternoon teas, sold to corporate clients for employee and customer rewards.
• Bespoke Corporate Reward Schemes Custom-designed reward and recognition programmes tailored to specific HR or marketing objectives for enterprise clients, delivered via dedicated Account Managers with quote-based pricing.

Quantifiable outcome

• Companies see a 48% increase in productivity from teams when given non-cash awards
• +7 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Virgin Experience Days (Parent)coreOthersVirgin Incentives is the B2B/corporate division of Virgin Experience Days Limited. Virgin Experience Days operates the consumer-facing website (virginexperiencedays.co.uk) and provides the catalogue of 5,000+ experience days that Virgin Incentives resells to corporate clients. The two entities share the same UK headquarters and parent company structure.
• Virgin Experience Gifts (Parent)coreOthersVirgin Experience Gifts is the US counterpart of the Virgin Experience Days consumer brand. Virgin Incentives serves as the corporate/B2B arm of Virgin Experience Gifts in the US market, operating under the name 'Virgin Gifts for Business'. The US operation offers Virgin Experiences Gifts eCards, collection vouchers, and US-specific experiences to corporate clients.
• PrincesminorGTM or Marketing PartnerA past promotional partnership in which 2.5 million Princes tuna packs included a unique code for shoppers to enjoy 2-for-1 deals on Virgin Experiences. This on-pack promotion campaign demonstrates Virgin Incentives' ability to deliver large-scale B2B2C promotional campaigns for consumer goods brands.
• DoritosminorGTM or Marketing PartnerA past partner marketing campaign collaboration. Doritos used Virgin Incentives experiences as promotional incentives as part of a consumer engagement campaign.
• Buxton WaterminorGTM or Marketing PartnerA past promotional partnership ('Rise Up and Win' campaign). Buxton Water used Virgin Experiences as prize incentives in a consumer promotion campaign.
• Virgin MoneyminorGTM or Marketing PartnerVirgin Incentives has collaborated with Virgin Money on partner marketing campaigns, leveraging the shared Virgin brand for cross-promotional activities.
• Virgin GamesminorGTM or Marketing PartnerVirgin Incentives has recently partnered with Virgin Games in the UK to provide Virgin Experience Days products as prizes for winning games. US gift cards have been used as prizes for travel centers, rewards for high-achieving sales teams, and online sports betting contests.
• Leisure Choice Gift Card Partner Brands (140+ UK brands)coreChannel Partner/ Reseller/ DistributorThe Leisure Choice Gift Card is redeemable at over 140 top UK brands including Argos, Pizza Express, and other high-street names. These brand partners provide the redemption network for Virgin Incentives' flexible gift card products, enabling recipients to choose from a wide range of everyday rewards.

Scale indicators10 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Edenred: Edenred is a global leader in corporate benefits, incentives, and employee engagement, operating Ticket Restaurant, Ticket Compliments, and prepaid/corporate gift solutions across 45+ countries. It is a much larger incumbent that competes with Virgin Incentives in the corporate incentive and gift card space, but its product mix is broader and includes meal benefits, mobility, and payments.
• Sodexo Benefits & Rewards (Pluxee): Pluxee (formerly Sodexo Benefits & Rewards) is a global corporate benefits and incentives platform serving 36 million users in 31 countries with gift cards, employee benefits, and public benefits programs. It directly overlaps with Virgin Incentives' gift card and incentive offerings at global scale and is a competitor in the multinational corporate segment.
• Blackhawk Network: Blackhawk Network (acquired by InComm Payments) is a US-based gift card and payment network that distributes physical and digital gift cards, prepaid Visa/Mastercard, and corporate incentives globally. It overlaps with Virgin Incentives' multi-brand gift card distribution and competes for the same US enterprise and B2B2C promotional customers.

Direct peers

• Xexec: Xexec is a UK-headquartered employee engagement, recognition, and corporate gifting platform serving UK and international enterprise clients. It directly competes with Virgin Incentives in B2B employee recognition and corporate gifting, with comparable gift card, experience, and rewards catalogue products.
• Love2shop: Love2shop is a UK-based gift card and voucher provider serving both consumer and corporate markets with a multi-retailer gift card accepted at tens of thousands of UK retailers. It directly competes with Virgin Incentives' Leisure Choice Gift Card product and targets the same UK corporate gifting and incentive buyers.
• Highstreetvouchers.com: Highstreetvouchers.com is a UK online gift card and multi-retailer voucher retailer serving both consumer and corporate customers. It directly overlaps with Virgin Incentives' multi-choice gift card and corporate gifting offerings, particularly for SMB and mid-market UK buyers.
• Reward Gateway: Reward Gateway is a UK-based employee engagement and corporate rewards platform serving SMB and enterprise clients with recognition, benefits, and incentive products. Like Virgin Incentives, it sells exclusively B2B with a focus on employee engagement use cases and competes directly for the same corporate buyer in the UK market.
• Perkbox: Perkbox is a UK-headquartered employee benefits and rewards platform offering perks, recognition, and wellbeing products to corporate customers. It is the closest direct competitor to Virgin Incentives in the B2B employee rewards space, with overlapping customer segments, similar product mix (gift cards and experiences), and a comparable SMB-to-enterprise sales motion.

Regional players

• Selecta: Selecta is a European leader in unattended retail, coffee, and workplace snacks, with growing operations in employee engagement and rewards across European markets. It is a comparable B2B employee engagement vendor with overlapping corporate customer base in Europe, though it does not directly compete in the US market where Virgin Incentives is also active.

Peers

• Appreciate Group (now part of Pluxee):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/virginincentive
• Facebookfacebook.com/Virgin-Incentives-285156911984802

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Virgin Incentives