Perhaps its time for a "rail miles" type scheme. Or even the national railcard we keep agitating for !
We had one! East Coast Rewards gave points on all rail travel. Although the best rail rewards were redeeming on their own tickets (e.g. 255 points for a standard single anywhere on their route) you could actually redeem on any operator. You could get an eVoucher from 100 points upwards (100 points = £1 eVoucher). Unlike the Nectar eVouchers that artificially restrict you to VTEC (officially) the East Coast Rewards eVouchers were usable on any operator that you could purchase on eastcoast.co.uk (so no sleeper berths).
Now the BEST reward VTEC give is 1% off and it's only limited to their services (or Sainsbury's shopping or pizzas).
If the Rail Delivery Group could set something up it'd be great but we all know their partnership railway is all spin and little substance.
Cheaper and better for me to fly BHX-AMS-EDI... I can get it on KLM (House airline) for £129, and only 3.5 hours. This includes for me (being a skyteam elite plus member)
-2 checked bags (probably would only check 1 bag)
-Free Economy comfort on KLM and Delta flights + free extra leg room seats on Air France
-Free access to Skyteam lounges (so, I can get a free meal in AMS, and a shower, and a few drinks)
-An attentive crew
-Free snack and refreshments onboard for everyone
So why would I pay (from STA) a train to Crewe, + a train from Crewe to EDI which would cost me £104, take 3hrs 41 mins, and would give me no benefits? You can get silver KLM status after 10 round trips between UK and AMS... What do you get for travelling Virgin Trains in economy? Nothing. This is why people fly now.
I said this in the flying v train thread. As a BA Gold member (rewarded as a frequent flyer) I'm looked after very well if I fly LHR-NCL.
Access to the first wing which is a direct security channel to the lounge bypassing the shops (I can arrive at the airport and be sitting in the lounge with food and drink within 5 minutes)
Priority boarding
Seat blocking if available
GNER and NXEC used to have tier based loyalty schemes. GNERtime used to give you the most benefits but both their schemes gave you lounge access on any ticket (or even no ticket, if you happened to be going by King's Cross and fancied a tea you could pop in) as well as a number of free tickets a year. GNER had additional benefits like catering discounts.
That's why long time, high spending ECML users feel let down. BA have made me feel more valued, something I've never said under previous operators.