British Airways Overhauls Loyalty Programme: What You Need to Know
British Airways has announced a significant overhaul of its loyalty programme, which will affect how members earn status and rewards. Starting from April 1 next year, the airline will increase the number of points required to reach each level of status, impacting frequent flyers across all sectors. For instance, to qualify for the coveted Gold status—which offers perks like First Class lounge access and enhanced baggage allowances—passengers will now need to accumulate 20,000 points in a year, a substantial jump from the previous threshold of 1,500 points.
This overhaul is not just about increasing the points required; it’s about reshaping how those points are earned. Instead of awarding points based on the distance flown, British Airways will now award them based on the amount spent, including purchases made through British Airways Holidays, the airline’s holiday package division. This shift reflects broader trends in the airline industry and is aimed at rewarding higher spenders more than casual travellers or those who fly shorter distances.
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The change will also come with a rebranding of the loyalty programme. British Airways' Executive Club will be rebranded to the British Airways Club, signalling a fresh start for the programme that now looks set to focus more heavily on business travellers than the broader customer base it once served. Colm Lacy, British Airways’ Chief Commercial Officer, stated that these changes are designed to reflect the evolving travel needs of their customers, especially in light of the feedback they've received from members. Lacy emphasized that the adjustments build upon previous changes, including the ways customers earn and use their Avios points.
However, the new changes have raised concerns among some frequent flyers. Rob Burgess, the editor of the frequent flyer website Head for Points, has expressed disappointment, noting that the new system makes it virtually impossible for small business travellers, economy passengers, or self-funded leisure travellers to achieve Gold status. Burgess argues that this overhaul signals British Airways’ shift towards prioritizing business travellers, leaving leisure and smaller-market customers behind. He further points out that to qualify for Gold status now, a passenger would need to fly on extremely expensive routes, such as purchasing a fully flexible Club World return flight to New York—costing over £12,000.
The new points system and status requirements will undoubtedly change the landscape for those who previously relied on accumulating points through regular but shorter flights. While these changes might benefit high-spending customers, it appears that British Airways is shifting its focus to a more niche, lucrative market. For many travellers, the days of easily qualifying for high-tier status may be over. The changes to the British Airways loyalty programme are expected to spark a lot of debate, as passengers weigh the benefits against the challenges of meeting the new, more demanding thresholds.
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