British Airways rethinks loyalty scheme « Euro Weekly News

British Airways (BA) has announced significant revisions to its loyalty programme, ‘The Club’, following unhappy feedback from customers. Initially, the airline planned to switch from awarding tier points based on distance travelled to a spend-based system from April 1, 2025.

However, after pushback from frequent flyers, BA has now reintroduced a flight-based qualification method alongside its new spend-based model.

British Airways to reintroduce flight frequency for ‘Bronze’ and ‘Silver’ status qualification

In response to the backlash, BA has reinstated the option for members to achieve status based on the number of flights taken. According to BA’s official statement, frequent travellers can now qualify for ‘Bronze’ status with 25 flights per year and ‘Silver’ status with 50 flights per year – a decision aimed at commuters and short-haul flyers who feared losing status under the initial updated plan.

BA’s Chief Commercial Officer Colm Lacy acknowledged the concerns, stating:

“We’ve heard that our members wanted more clarity, certainty, and reassurance, so we’ve found a way to reintroduce earning by sector for flights with a BA flight number to support members who use British Airways’ flights to commute.”

British Airways revises its Bonus Tier Points

As part of its adjustments, BA has extended and improved its Bonus Tier Point offer. Under the new structure, passengers can earn extra tier points based on cabin class, including:

• Short-haul economy (Euro Traveller): 75 bonus tier points (previously 50)
• Long-haul economy (World Traveller): 150 bonus tier points (previously 70)
• Long-haul business class (Club World): 400 bonus tier points (previously 210)
• First class: 550 bonus tier points (previously 330)

This offer applies to all flights booked before December 31, 2025, for travel starting from April 1, 2025. However, members must actively opt in to benefit from these bonuses.

BA also clarified that members will earn one tier point per £1 spent on eligible purchases, which include base fare, carrier-imposed charges, British Airways Holidays packages, and add-ons including seat selection and extra baggage.

However, government taxes and non-airline fees are excluded from this calculation.

Virgin Atlantic’s response to the updates by British Airways

BA’s shift to a spend-based model aligns with wider airline industry trends, particularly in the US, where carriers such as American Airlines and Delta have already implemented similar strategies. However, the changes have caused some previously loyal BA customers to look elsewhere.

Virgin Atlantic quickly responded with a status match promotion, allowing BA frequent flyers to transfer their status to Virgin’s Flying Club programme. A spokesperson for Virgin Atlantic said:
“[the changes] make it easy for customers who are not feeling the love from their existing airline to experience the award-winning hospitality of Virgin Atlantic,” said Anthony Woodman, the executive in charge of Virgin’s “Flying Club” loyalty programme. (Cited by The Financial Times.)

Additionally, Virgin is running a ‘Million Air’ promotion, offering a chance to win one million Virgin points for customers who switch by February, 14, 2025 (Valentine’s Day).

The return of flight-based qualification at BA is a relief for commuters and regular short-haul travellers, who feared they would be penalised under the new system. However, those who typically purchase lower-cost tickets may still struggle to accumulate tier points at the same rate as before.