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British Airways reforms frequent flyer program: Loyalty becomes more expensive

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British Airways' announcement that it is fundamentally redesigning its frequent flyer program is causing heated debate among customers and employees. From April 1, 2025, the current Executive Club will be renamed "The British Airways Club" and a revenue-based system will replace the previous model. With this step, the airline is aligning itself with international standards, but many regular customers find the changes a burden and feel that their previous loyalty is not adequately rewarded.

The revised system no longer rewards frequent flyers based on distances travelled or cabin classes booked, but solely on financial expenditure with British Airways and its partners. For every pound spent, members receive a so-called Tier point. The thresholds for the various status levels are therefore increasing significantly:

  • Bronze status requires 3.500 Tier Points (£3.500 spend).
  • Silver status requires 7.500 Tier Points (£7.500 spend).
  • Gold status can only be achieved with 20.000 Tier Points (£20.000 spent).
  • The exclusive Gold guest list requires £65.000 in annual spending.

These amounts exclude taxes and fees, which raises the threshold even higher for many customers. For comparison: In the previous model, only 1.500 points were needed for Gold status, which could be achieved by combining flight distance and cabin class.

Additional options for earning points

British Airways has announced that points will now be awarded not only for flights, but also for additional services such as seat selection, excess baggage and package holidays with British Airways Holidays. In addition, users of the American Express Premium Plus credit card can collect points, although there is a cap of 2.500 points per year.

While these changes may be of benefit to some customers, many frequent flyers criticize the sheer height of the thresholds. Access to the coveted club lounges or benefits such as additional baggage will be out of reach for many former regular customers.

reactions from customers and employees

The reaction to the reform has been largely critical. Many customers have expressed their disappointment, particularly those who previously achieved higher status levels and now have to spend significantly more to maintain their status. One member of the gold guest list described the new bronze level as the only option within his reach.

The decision is also viewed controversially within the company. Excerpts from an internal message board show that many employees fear losing loyal customers. One employee wrote that the airline appears to be aiming to "annoy and drive away regular customers."

A British Airways spokesperson defended the changes, pointing to the practice of other international airlines that have implemented similar revenue-based systems. However, the question remains whether the reform will actually enable the airline to appeal to a wider customer base or whether the dissatisfaction of loyal customers will have a negative impact on the brand.

Long-term effects uncertain

With this change, British Airways is following the trend of many airlines to focus on high-revenue customers. It remains to be seen whether this will lead to greater loyalty in the long term. The high thresholds could be a deterrent, especially for occasional travelers. For business travelers and frequent flyers with a higher budget, however, the system may offer a clearer structure.

It remains interesting to see how the reforms will affect customer loyalty. What is certain, however, is that British Airways could bring about significant changes in its relationship with its customers with this measure - whether positive or negative, only time will tell.

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