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British Airways faces backlash over revamped loyalty program

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British Airways faces backlash over revamped loyalty program
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Simple Flying | Simple Flying

British Airways is facing criticism from both customers and staff following its decision to revamp its frequent flier program. Starting April 1, 2025, the airline will transition to a revenue-based tier system, renaming its Executive Club to The British Airways Club.

The updated loyalty program will reward members based on their spending with British Airways and its holiday operations. This change aligns with similar moves by other airlines. However, the shift has sparked discontent among many of the airline's loyal customers who feel that achieving status tiers has become more challenging.

Previously attainable status levels now require significant spending. For instance, reaching Gold tier necessitates a minimum spend of £20,000 ($25,000), while Silver status requires £7,500 ($9,400). Points are earned at a rate of 1 point per £1 spent on eligible purchases. However, non-airline taxes and fees do not count towards these points.

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Some passengers have expressed their dissatisfaction publicly. A Gold Guest List member highlighted that their current expenditure would only qualify them for Bronze tier under the new system. Another customer commented on social media about being unwilling to spend £3.5k annually merely for priority boarding.

Reports indicate internal discontent as well. According to excerpts from BA's internal message board published by Paddle Your Own Kanoo, some staff members have criticized the changes. One employee remarked that the airline "seems to be on a mission to annoy, alienate and drive away loyal customers."

In response to the backlash, an airline spokesperson defended the changes by stating they align with models used by many other global airlines' loyalty programs.

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