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Home » British Airways Faces Backlash Over Loyalty Programme Overhaul

British Airways Faces Backlash Over Loyalty Programme Overhaul

LONDON – British Airways (BA) is facing significant criticism from its loyal customers following a major overhaul of its loyalty programme. The airline has announced that passengers will now need to spend a minimum of £20,000 a year to qualify for its prestigious Gold status, a move that industry experts say favours business travellers over leisure passengers.

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british airways tier points

New Points System

Under the current system, points are awarded based on the distance of the flight. For example, a return business class flight from London to New York earns 280 points, while a trip to Sydney earns 480 points. However, starting from April 2024, points will be calculated based on the cost of the flight, with every £1 spent earning one point. This change means passengers will need to accumulate 20,000 points to achieve Gold status, a substantial increase from the current requirement of 1,500 points.

Criticism from Industry Experts

Critics argue that the new scheme makes it virtually impossible for everyday travellers to access the perks associated with Gold status, which include access to first-class lounges, additional baggage allowance, and separate check-in areas. Rob Burgess, editor of the frequent flyer website Head for Points, described the move as BA “washing its hands of the leisure market” and focusing solely on attracting business travellers.

“This is clearly a pivotal move by British Airways,” Burgess said. “It is effectively washing its hands of the leisure market and going all-in to attract the dwindling band of full-fare business travellers. Realistically, it will now be impossible to earn Gold for small business travellers, economy travellers, or self-funded leisure travellers. Even Silver will be a major stretch.”

Customer Backlash

The backlash from customers has been swift and severe. On the FlyerTalk forum, many BA passengers have expressed their disappointment and vowed to stop flying with the airline. One user wrote, “This will mean the end of my loyalty with BA. They don’t want my money, I’m happy to give it to Lufthansa.” Another commented, “So am I understanding correctly that, to now be eligible for Gold you’d need to spend a minimum of £20,000 a year? I’ve not run any calculations but I’d guess my yearly spend is more like half that, so expect I can kiss goodbye to Gold after 2026.”

Airline’s Defense

A source at the airline defended the changes, stating that comparisons between the old and new systems are unfair due to the different ways points are earned. Colm Lacy, BA’s chief commercial officer, emphasized that the changes are based on customer feedback and aim to better reward loyalty. “The changes we have announced today underline our continued investment in our loyalty programme and in our customers,” Lacy said. “Based on our members’ feedback, we’ve built on the changes we’ve already made – including how customers collect Avios and their membership year – in a way that we believe better rewards their loyalty and reflects their changing travel needs.”

Additional Cost-Cutting Measures

The decision to overhaul the loyalty programme comes on the heels of other cost-cutting measures by BA, including the controversial replacement of lunch service with a smaller brunch menu on some flights. This move, announced in October, was met with outrage from the airline’s most prestigious customers. Although the Christmas menu has brought a brief reprieve with the return of lunch on all routes, sources at BA have indicated that the brunch menu will be reintroduced in January.

Name Change and Future Implications

The airline has also announced that the scheme’s name will change from the British Airways Executive Club to the British Airways Club, effective from April 1, 2024. Despite the backlash, BA maintains that the changes are necessary to better serve its customers and reflect their evolving travel needs.

As the airline industry continues to grapple with the aftermath of the pandemic and rising operational costs, BA’s decision to prioritize business travellers over leisure passengers is likely to have far-reaching implications for its customer base and market position.