British Airways accused of 'washing its hands’ of loyal customers after big change
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British Airways has unveiled a revamp of its loyalty programme which has come in for criticism from some frequent flyers. The changes will see an increase in the number of points members need to accumulate to reach each status. To achieve gold status – offering perks such as access to First lounges and enhanced baggage allowance – customers will now have to earn 20,000 points in a year, a significant jump from the current 1,500 points.
An insider at British Airways told PA that the new programme cannot be compared with the old one due to 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, set to take effect from April 1 next year, also involves changing the scheme’s name from the British Airways Executive Club to the British Airways Club. Colm Lacy, the carrier’s chief commercial officer, 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.".
