Avanti West Coast has launched a new customer loyalty scheme that rewards frequent travellers with discounted travel and onboard food and drink, plus the chance to enjoy free Standard Premium as well as First Class tickets.

Club Avanti, which has three tiers of membership, has been rolled out following a successful nine month trial period that has seen over 80,000 customers sign up.

Upon joining Club Avanti, members qualify for an immediate 10% off their first journey as a Silver member. They also receive a voucher for a free welcome hot drink as well as a further 10% discount off all food and drink bought from the onboard shop (excluding meal deals).

Once nine journeys are made from the date of joining, members are elevated to Gold status. In addition to the discounted food and drink, Gold members also qualify for one free Standard Premium return journey.

Platinum membership is achieved by those making 21 journeys, with customers treated to a free First Class return ticket.