British Airways Revises Loyalty Program Amid Backlash

Under fire from loyal customers, British Airways (BA) has recanted and made controversial changes to its frequent flyer program, giving members additional bonus tier points to help them achieve elite status.

However, the airline isn’t entirely backtracking on the overhaul, which, starting in April, will reward travelers for pounds spent rather than miles flown.

Concession to Annoyed Loyalists

While the airline will still implement a revenue-based earnings structure for tier points, giving travelers elite status and benefits, it has made some concessions in response to customer backlash.

A bonus point offer initially intended to cushion the blow for frequent flyers will now last until the end of the year rather than ending in April and hand out more bonus points.

The offer will give travelers up to 550 bonus tier points for every flight booked before December 31, 2025, with the exact number based on class of travel and distance.

“We’re confident that moving to this model is the right thing to do for our customers, but we acknowledge that we need to reassure them that there are now lots more ways to earn status,” says Chief Commercial Officer Colm Lacy.

“We’re implementing a system that allows us to flex and adapt to respond to our customers’ needs, and the Bonus Tier Point campaign is a perfect example of this.”

Mileage-Based Shortcuts

British Airways will also introduce a miles-based shortcut for regular travelers. Those who take at least 25 flights per year will unlock Bronze status, while those who make 50 flights will attain Silver.

Photo: First Class, Airbus A380. Courtesy of British Airways / Nick Morrish

“We crunched our data, and it shows that under the new model, Bronze and Silver members can still re-qualify based on around the same number of average-priced standard fare flights as previously,” Lacy explained.

“However, we’ve heard that our members wanted more clarity, certainty, and reassurance, so we’ve found a way to re-introduce earning by sector for flights with a BA flight number to support members who use British Airways’ flights to commute.”

Revenue-based Earning On Its Way

However, the tier points will primarily be earned based on revenue, a switch BA has contemplated for its Executive Club loyalty program since before the pandemic and finally announced at the end of last year.

Starting April 1, the program will be called The British Airways Club and give travelers 1 tier point for every £1 ($1.25) spent with the airline. This includes the base fare and the cost of upgrades such as additional baggage and seat assignment, sustainable aviation fuel (SAF) credits, and vacation bookings through British Airways Holidays.

Photo: Courtesy of British Airways

From later in the year, spending with co-branded credit cards, such as the American Express British Airways card, will also qualify. However, taxes on airline fares aren’t included in the calculations.

Tier points are used to attain and maintain elite status, with its privileges and perks, and are distinct from Avios, used to book award flights and claim upgrades.

Threshold Adjustments

British Airways also adjusted the thresholds for elite status:

The adjustments aren’t as dramatic as they seem as the new thresholds are based on a revenue-based model, the airline said.

Photo: British Airways, Airbus A320, Heathrow Airport, Terminal 5. Courtesy of BAA Airports Limited.

For example, a round trip between London Heathrow (LHR) and New York (JFK) in economy class would previously earn travelers 40 tier points. Under the new scheme, they would earn over 600 tier points, depending on the ticket price.

Must Spend to Keep Elite Status

However, the spending requirements are steep. To attain Silver status, with benefits including free seat selection, access to business lounges, additional baggage, and free Wi-Fi messaging onboard, travelers need to spend £7,500 ($9,382) with BA in a year.

To attain Gold, with additional benefits including access to First lounges and first-class check-in and boarding, travelers must spend £20,000 ($25,018) each year.

British Airways Executive Club / Photo: Courtesy of British Airways

Those thresholds reward big spenders and corporate travelers with expense accounts, who can attain status with just one or two business class long-haul flights. However, travelers jetting off on vacations on their own dime or self-funded small business travelers might struggle to retain the status they previously held.

Many loyalists have been up in arms over the new system and have threatened to take their business elsewhere.

However, BA insists that the changes aren’t intended to cut down the number of elites. Instead, they’re about closing loopholes and rewarding people “for the right behaviors,” Lacy said.

Previously, some BA travelers would take indirect routes with multiple cheap legs to maximize the number of tier points they earned. The changes put an end to what Lacy called gamification.

Awarding points for spending is “the best way of recognizing our customers’ loyalty, and we’re confident it’s the right thing to do,” he added.

The Revenue-Based Bandwagon

While BA is one of the first European airlines to switch to a revenue-based earning structure, it’s following the lead of many U.S. carriers. The Big Three stateside—American, Delta, and United—all switched to revenue-based earning a decade ago. Recently, Australian carrier Qantas announced that it, too, will begin awarding points based on spending from August.

Photo: Courtesy of Austin-Bergstrom International Airport

How have peeved BA travelers taken the news of the bonus offer? On Reddit, they’re taking it as a small victory—and proof that taking their bookings elsewhere forced BA to readjust.

“Looks like there’s been a much more significant drop in the number of bookings than BA had anticipated,” one user posted.