British Airways breaks silence « Euro Weekly News

British Airways recently came under fire for the planned overhaul of its loyalty programme, shifting from a distance-based reward system to one based on customer spending.

The airline has since defended the move, insisting it will create a fairer system, but many frequent flyers are unhappy with the changes.

The British Airways Loyalty Programme overhaul

Under the new system, set to take effect from April 1, 2025, members will earn one point per pound spent, replacing the previous system where points were awarded based on miles flown. The programme will also drop the word “Executive” from its name and rebrand as the ‘British Airways Club’.

Gold status, which offers perks such as first-class lounge access and increased baggage allowance, previously required members to accumulate 20,000 points per year. Critics argue that the shift will make it significantly harder for small business owners, economy travellers, and self-funded leisure travellers to reach elite status.

A report by Head for Points claims that British Airways is abandoning its leisure market by favouring big spenders, a concern echoed by many frequent flyers.

British Airways responds to customer concerns

In response to mounting criticism, British Airways has introduced a bonus offer that allows members to earn up to 550 extra points per flight, depending on their travel class, until the end of the year.

Additionally, the airline has guaranteed “Bronze” status to customers who take at least 25 flights per year, offering benefits such as business-class check-in and free seat selection a week before departure – even for economy passengers.

BA’s Chief Commercial Officer, Colm Lacy, defended the changes, stating, “Awarding points for spending is the best way of recognising our customers’ loyalty, and we’re confident it’s the right thing to do.” He also suggested that the move will help eliminate ” “loopholes” used by some passengers to manipulate the system.

According to travel expert Gilbert Ott, spending-based loyalty schemes are already common in the US, and it’s likely that other European airlines will follow BA’s lead. “It’s aggressive because they’re the first in the UK – and one of the first in Europe – to go to a system where money is the main driver,” Ott told The Independent. “But my gut is, if you look in five years, almost everybody will have done the same.”

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