Introduction
In April 2025, British Airways (BA) implemented significant changes to its loyalty program, rebranding the “Executive Club” as “The British Airways Club.” This overhaul transitions the program from a distance-based to a spend-based model, aligning with industry trends but eliciting mixed reactions from customers.
Key Changes in the Loyalty Program
Shift from Distance-Based to Spend-Based Tier Points
Previously, BA’s loyalty program awarded Tier Points based on the distance traveled and fare class. Under the new system, members earn one Tier Point for every pound (£1) spent on eligible flights and holiday packages . This change applies to bookings made after December 30, 2024, for travel from April 1, 2025, onwards.
Revised Tier Thresholds
The overhaul introduces new thresholds for achieving elite status:
- Bronze (Oneworld Ruby): 3,500 Tier Points (previously 300)
- Silver (Oneworld Sapphire): 7,500 Tier Points (previously 600)
- Gold (Oneworld Emerald): 20,000 Tier Points (previously 1,500)
- Gold Guest List: 65,000 Tier Points (previously 5,000)
These increased thresholds have raised concerns among frequent flyers, particularly those who previously achieved status through long-haul economy flights or multi-segment itineraries.
Customer Reactions and Backlash
The transition to a spend-based model has sparked criticism from BA’s loyal customer base. Many frequent flyers feel disadvantaged, as the new system favors high-spending travelers over those who fly frequently on lower fares. The lack of clarity regarding Tier Point accrual through BA’s Premium Plus American Express cards further fueled dissatisfaction.
In response to the backlash, BA made adjustments to the program:
- Alternative Qualification Criteria: Members can now achieve Bronze status by completing 25 flights and Silver status with 50 flights, regardless of spend .
- Bonus Tier Points: Additional Tier Points are awarded for bookings made before December 31, 2025.
These changes aim to address customer concerns and provide alternative pathways to elite status.
Additional Earning Opportunities
Beyond flight spending, BA has introduced new avenues for earning Tier Points:
- British Airways Holidays: Tier Points are awarded based on the total price of vacation packages, including flights and accommodations.
- Qualifying Add-Ons: Purchases such as seat selection, additional baggage, and other extras contribute to Tier Point accrual.
- Sustainable Aviation Fuel Contributions: Members can earn Tier Points by contributing to BA’s Sustainable Aviation Fuel program .
These options provide members with more flexibility in accumulating Tier Points.
Impact on Avios and Partner Airlines
While the Tier Point system has undergone significant changes, the Avios program remains largely unaffected. Members continue to earn Avios based on flight distance and fare class. However, flights with partner airlines, such as American Airlines and Iberia, now award Tier Points based on a percentage of miles flown, rather than spend .
Conclusion
British Airways’ revamp of its loyalty program reflects a broader industry trend toward spend-based rewards systems. While the changes aim to create a more equitable structure, they have elicited mixed reactions from customers. BA’s subsequent adjustments demonstrate a willingness to address concerns and adapt the program to better serve its diverse customer base.
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