British Airways defends loyalty revamp

BA claims changes aim to increase fairness, but critics remain sceptical.

British Airways has responded to criticism over its recent overhaul of its frequent flyer programme, arguing that the shift to a spending-based model is intended to improve fairness rather than diminish rewards.

The airline has moved away from a system that rewarded travellers based on distance flown. Instead, points are now allocated according to the amount of money spent, with customers earning one point for each pound spent on flights.

This change has sparked backlash from frequent flyer communities, who claim the revised scheme disadvantages self-funded leisure travellers, economy passengers, and small business flyers. Critics argue that it significantly reduces the likelihood of these groups achieving gold status, which offers benefits such as access to first-class lounges and an increased baggage allowance. Gold status generally requires travellers to accumulate 20,000 points annually.

In response to the complaints, British Airways has sought to ease concerns by extending its bonus offer for customers. Under this initiative, passengers can earn up to 550 additional points per flight, depending on the cabin class, for the remainder of the year.

Additionally, the airline has introduced a guaranteed bronze status for travellers who complete a minimum of 25 flights per year. This adjustment is specifically aimed at frequent commuters, ensuring that they continue to enjoy perks despite the broader shift in the loyalty programme.

The move towards a spending-based system follows a wider industry trend, with several airlines transitioning to similar models. Proponents argue that rewarding customers based on financial contribution rather than miles flown ensures a more balanced approach, particularly benefiting those who purchase premium tickets.

Some industry analysts predict that other airlines may follow British Airways’ lead in adjusting their loyalty schemes. Many carriers are under pressure to optimise revenue while still maintaining customer loyalty, making spending-based reward systems an increasingly attractive option.

Despite the criticism, British Airways maintains that the changes are necessary to create a fairer and more sustainable rewards structure. Whether this move will ultimately benefit the majority of customers remains to be seen.