British Airways has announced significant changes to its longstanding loyalty program, the Executive Club, which will be rebranded as The British Airways Club starting April 1, 2025. The overhaul is set to redefine the way members earn Tier Points and attain elite status, shifting the focus from distance flown to revenue spent on tickets.
The airline's Chief Commercial Officer, Colm Lacy, emphasized the importance of these changes, stating, "The changes we have announced today underline our continued investment in our loyalty program and 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 we believe rewards their loyalty and reflects their changing travel needs.” These shifts include the removal of limits on earning Tier Points through holiday bookings with British Airways Holidays, aligning the program more with customer preferences.
Starting 2025, members will accumulate Tier Points at the rate of one point per pound spent from their ticket price, carrier-imposed fees, and additional services such as seat selection and extra baggage. This is a stark change from the previous model, which awarded points based on distance traveled, making it significantly more challenging for loyal leisure travelers to maintain their elite status.
To qualify for the Gold tier — which entitles members to high-end perks such as access to first-class lounges and priority check-ins — customers will now need to earn 20,000 Tier Points annually compared to the previous requirement of only 1,500. Critics argue this new status threshold primarily favors business travelers whose companies book expensive flexible fares. For general flyers, the necessary spend to reach Gold status could mean purchasing tickets worth around £20,000 per year.
Rob Burgess, editor of the frequent flyer website Head for Points, corroborates these fears, noting, "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.” This change is expected to disproportionately impact small business travelers and occasional leisure fliers, many of whom previously earned status through inexpensive flights.
Nevertheless, British Airways has introduced several initiatives aimed at offsetting the negative ramifications of these changes. Members making bookings before February 14, 2025, for travel starting April 1 will receive bonus Tier Points, which can vary greatly depending on cabin class. For example, Euro Traveller passengers can earn up to 50 bonus Tier Points.
Further, the new structure allows for the accumulation of Tier Points through sustainable aviation fuel donations, offering one Tier Point and ten Avios per pound spent on contributions, up to 1,000 Tier Points per year. This initiative aims to engage environmentally conscious travelers, but it still leaves many casual flyers feeling alienated by the new structure.
Social media reactions reflect widespread dissatisfaction among frequent British Airways customers. Many long-term members are expressing frustration and contemplating abandoning their loyalties. One user remarked, "With my travel being 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 customer lamented, "This is a significant change. The number of people I know who are loyal based on the ability to earn Gold or Silver status have likely all been turned off by this. Why pay a fare premium to be loyal when the loyalty incentive is removed?"
The forthcoming changes have prompted industry experts to weigh in with predictions about British Airways’ strategy. While the overhaul aims to innovate and attract business travelers, critics assert it will alienate many of its leisure customers, stripping away their once-welcomed options for earning rewards and recognition.
With British Airways positioning itself to cater to higher revenue-generators, these changes may signal the end of the traditional loyalty program as we know it. The backlash from leisure customers might lead to long-term consequences for customer loyalty and overall brand perception.
For existing customers, British Airways has stated it will honor Tier Points for current bookings made under the old system, ensuring no immediate devaluation before the transition. Moving forward, it remains to be seen how effectively the airline can navigate the balance between catering to the business demographic and retaining its historical leisure traveler base.
To learn more about these changes and how they will affect frequent flyers, please visit www.ba.com/theclub.