VIDEO: Volaris on building next-generation loyalty models

Volaris remains one of the few airlines in the world to have launched a successful, Netflix-style subscription service for frequent travelers.

The V.Pass project made headlines a few years ago when it launched, giving customers the chance to sign up to a monthly package where they can travel to a destination of their choice with a price and flight guaranteed.

For example, for $15 per month, users can fly anywhere on the domestic network, or pay $30 for a guaranteed return ticket.

The V.Pass loyalty program is just one of a number of services that the "ultra-low-cost" carrier is introducing as it looks to embrace retail principles across the business.

V-Club is its latest idea, creating packages that combine a flight with a hotel.

PhocusWire spoke to Carolyn Prowse, chief commercial officer at Volaris, to find out how the airline approaches the retail model and where it can go next.