Virgin Incentives

About Virgin Incentives

Virgin Incentives is a leading provider of reward and recognition solutions, helping businesses motivate employees, engage customers, and build loyalty through meaningful incentives. Best known for its iconic experience-based rewards, Virgin Incentives has long focused on creating moments that make people feel genuinely valued.

As expectations around rewards evolved and cost-of-living pressures increased, Virgin Incentives saw an opportunity to expand beyond experiences alone. With Leisure Choice they now offer a flexible, digital reward that fits seamlessly into everyday life while staying true to the Virgin brand.

Reinventing Multi-choice Rewards for a Changing World

Virgin Incentives recognised that the rewards landscape was shifting.

Hybrid work, rising costs, and higher expectations meant businesses needed incentives that were easy to deliver and genuinely useful. While experiences remain powerful, they are no always the right fit for every moment or every person.

Leisure Choice was designed to complement Virgin Incentives' existing portfolio, offering flexibility where experiences might not be practical. By leveraging Tillo's extensive gift card network, Virgin Incentives expanded their offering to include everyday essentials, entertainment, travel, and lifestyke brand, creating a reward with near-universal appeal.

Launching Leisure Choice with Tillo StoreFront

Virgin Incentives partnered with Tillo to bring Leisure Choice to life using StoreFront, Tillo’s proven white label gift card marketplace.

Working closely together, the teams reimagined StoreFront for the B2B incentives space, creating a seamless, fully branded experience that puts choice in the hands of the recipient. With Tillo’s technology and API-driven infrastructure, Virgin Incentives was able to:

Offer access to over 140 gift card brands through a single, digital reward
Enable instant, secure redemption with full tracking and visibility
Deliver a smooth, intuitive swap journey in just a few clicks
Maintain full brand control across the entire redemption experience

The platform was designed to feel effortless for recipients and low-effort for businesses, removing friction at every stage.

A Scalable, Digital Reward That Delivers Real Impact

Since launch, Leisure Choice has delivered strong commercial and operational results. The product generated over seven figures in B2B sales within its first few months and secured nearly 100 new business clients, proving strong demand for a flexible, multi-choice reward.

Compared to previous voucher-based products, the StoreFront-powered swap journey significantly reduced customer support queries, thanks to a clearer, more intuitive digital experience. Clients praised the ease of implementation, broad brand choice, and relevance of the reward, while recipients valued the freedom to choose something meaningful to them.

Following its success in the UK, the Leisure Choice model was expanded into the US, again powered by Tillo StoreFront, with access to over 160 US gift card brands. The expansion marked a key step in Virgin Incentives’ long-term growth strategy.