As the number of featured holidays has grown, so has the number and type of passengers that choose Virgin Holidays. In 1986, Virgin Holidays carried just over 14,000 customers, while in 2009/2010, that grew to nearly 500,000. A clear indication of the high passenger loyalty and the enviable level of repeat business that Virgin Holidays enjoys is demonstrated both by the growing membership of its Frequent Virgin Club (the first loyalty club created by a UK holiday company), which now exceeds 100,000 people, and the high levels of customer satisfaction scores it receives. Indeed, in 2010 the company was voted in to the top ten brands nationally for customer service.