Fury as British Airways overhauls loyalty points system, making ‘gold status impossible for economy travellers’
British Airways has announced an overhaul of its loyalty programme, increasing the number of points its members will need to reach each status.
To qualify for gold status – which features benefits such as access to First lounges and enhanced baggage allowance – customers will need to earn 20,000 points in a year, up from 1,500 points currently.
A British Airways source said the new programme is not comparable with the existing one because of changes in how points are earned.
This includes awarding points based on the amount spent – including through the airline’s package holiday division British Airways Holidays – rather than distance flown.
The overhaul, which comes into effect from April 1 next year, includes changing the scheme’s name from the British Airways Executive Club to the British Airways Club.
The carrier’s chief commercial officer, Colm Lacy, said: “The changes we have announced today underline our continued investment in our loyalty programme and in our customers.
“Based on our members’ feedback, we’ve built on the changes we’ve already made – including how customers collect Avios and their membership year – in a way that we believe better rewards their loyalty and reflects their changing travel needs.”
Rob Burgess, editor of frequent flyer website headforpoints.com, claimed the changes mean the airline is “effectively washing its hands of the leisure market” and going “all-in” to attract business travellers.
He added: “With a gold card now available for just over one-and-a-half £12,000 fully flexible Club World return flights to New York, it is clear who the target market now is.
“Realistically, it will now be impossible to earn gold for small business travellers, economy travellers or self-funded leisure travellers.
“Even silver will be a major stretch.”
The news has sparked fury among regular British Airways on the social media forum X, formerly known as Twitter.
One person said: “As my travel is 100% self-funded, there’s no way I can maintain status with British Airways. And if I don’t get any status perks then there’s no point in choosing to spend with them, is there?”
Another said: “This is a significant change. The amount of people I known who are loyal to British Airways based on having the ability to earn Gold or Silver status are probably all going to have their heads turned now. Why pay a fare premium to be loyal, when the loyalty carrot is removed.”
Someone else added: I’ve been British Airways Silver for 12 years, doubt I can even make bronze with this.”
HOW THE BA POINTS SYSTEM CURRENTLY WORKS
The British Airways Executive Club, currently, operates on a tiered system based on Tier Points and eligible flights.
Members progress through the tiers by accumulating Tier Points, which are earned by flying with British Airways and its partner airlines. Each tier unlocks a new set of benefits. Here’s a breakdown:
- Blue: This is the entry-level tier, requiring no Tier Points. It offers basic benefits like Avios earning and the ability to book reward flights.
- Bronze: Requires 300 Tier Points or 25 eligible flights. Benefits include priority check-in and boarding, additional baggage allowance, and seat selection seven days before departure.
- Silver: Requires 600 Tier Points or 50 eligible flights. Unlocks access to business class lounges, premium customer service lines, and free seat selection at the time of booking.
- Gold: Requires 1,500 Tier Points. Offers top-tier benefits like access to First Class lounges, even when flying in a lower cabin, enhanced baggage allowance, and additional Avios bonuses.
There are also two invitation-only tiers above Gold: Gold Guest List and Premier, which offer even more exclusive perks.
Importantly, under the current system, Tier Points reset annually on 1st April, and members must re-qualify for their status each year.
This system, while complex, allows frequent flyers, even those not travelling in premium cabins, to achieve status and enjoy valuable benefits.