British Airways has made adjustments to its new loyalty scheme after facing significant complaints from passengers, particularly frequent flyers. The airline had initially announced major changes to its Executive Club at the end of December, which included a shift to a spend-based system for earning status points, replacing the previous model based on distance flown. Starting in April, passengers will earn one “tier” point per pound spent with the airline. However, the backlash from loyal customers has led to further revisions in the scheme.
Under the revamped system, passengers can still earn elite status through the number of flights taken. This change is specifically designed to benefit commuters on shorter and cheaper routes. For example, to achieve bronze status, passengers will need to fly 25 flights, and 50 flights for silver status, regardless of ticket price. This update aims to reassure frequent flyers who previously felt that the new system unfairly penalized them for flying less expensive routes.
The second key change is the extension of British Airways’ bonus tier points offer, which was originally available for flights taken before February 14. This will now be available for those flying before December 31. Premium cabin passengers, such as those in first class, will see an increase in the number of bonus tier points awarded, from 330 to 550 for long-haul flights. BA will also apply these bonuses retroactively to passengers who booked flights in early 2025.
Despite the backlash, Colm Lacy, British Airways’ chief commercial officer, stated that the airline was committed to the spend-based model, which they believe better reflects customer loyalty. “We’re confident that moving to this model is the right thing to do for our customers,” Lacy remarked.
The initial announcement of the changes had sparked widespread discontent among British Airways’ loyal passengers. Julia Lo Bue-Said, chief executive of the Advantage Travel Partnership, which represents independent travel agents, warned that the changes could erode customer loyalty. She noted that the new system was likely to make it harder for both business and leisure travelers to progress through membership tiers, potentially prompting them to choose flights based on convenience and cost rather than brand loyalty.
On the other hand, frequent flyer expert Gilbert Ott, founder of God Save The Points, speculated that despite the complaints, most passengers wouldn’t dramatically change their behavior. He observed that similar loyalty shifts in the U.S. didn’t lead to significant long-term changes in consumer preferences. Instead, some may simply opt out of chasing status altogether and focus on booking the most suitable flight for their needs.
