Fixing the barn door after the horse has bolted? British Airways adds clarifications to its planned changes to “The Club”

Well, it seems there have been some changes to British Airways’ “The Club” before it launches, as the airline tries to bolt the door on the barn, long after the horses have gone.

Let’s see what they offer, and if it’s enough for you to go back to the BA Barn.

Sector-based Earning returns as a Qualifying Option

One of my big criticisms has been addressed, which is earning status on flying sectors. This is very much for those who commute for a living (be it a super-commuter or flying regularly to a city once or twice a week.

British Airways Bronze will now require 25 sectors (or 12.5 return flights), whilst Silver status will require 50 sectors (25 return flights). It should be noted that these will need to have a British Airways flight code booked on them.

How to earn points

British Airways Chief Commercial Officer Colm Lacy laid out how to earn Tier Points and gain access to the status levels:

• Flights – 1 Tier Point for £1 of eligible spend.
• Holiday packages with British Airways Holidays – 1 Tier Point for £1 per person on the whole package spend
• Purchasing a contribution to Sustainable Aviation Fuels** (SAF) – up to £1,000, equivalent to 1,000 Tier Points
• Seat selection
• Extra baggage
• Spending on the British Airways American Express Premium credit card will earn up to 2,500 Tier Points. More details will be announced closer to the launch date.

Remember, that British Airways will allow you to earn points on eligible spending – that means

• Air Fare
• YQ/YR Surcharge – the traditional “Carrier imposed surcharges”.

You do NOT earn any Tier Points or Avios on government charges, airport usage charges or fees. As usual, check your ticket when you book – there is a fare breakdown.

More bonus points

In December, British Airways announced its “Opt-In” plan to earn more Tier Points when flying with them. The airline in its generosity has announced an improved offer.

The latest offer, which, like the initial offer, requires members to ‘opt-in’, replaces the airline’s first Bonus Tier Point offer, helping members achieve and keep their status – especially those flying in premium cabins.

Importantly, it’s expected that the airline will always offer members a bonus Tier Point proposition in addition to the general 1 Tier Point for £1 earning mechanism. 

In other words, you’re going to need to keep paying attention to offers that turn up. The improved offerings are below for the first round of bonus Tier Points.

British Airways cites the following “real world” examples to ensure you hit the targets they graciously want you to hit.

More guidance is at this https://www.britishairways.com/content/executive-club/faqs/introducing-the-british-airways-club.

In Quotes

British Airways Chief Commercial Officer Colm Lacy said it was right for the airline to update its loyalty programme, but recognised that speculation about the changes has led to concern about what it would mean for customers.

“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. 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. 

“Moving to a spend-based model is reflective of most loyalty programmes in the UK, so it was a logical step in the evolution of The Executive Club. 

“Our members have a deep emotional connection with our loyalty scheme and their status means a lot to them – we’re confident the changes we’ve made fairly reward members for their travel with us.” 

He added:

“We now have a way to reward leisure customers that we haven’t in the past. The British Airways Holidays proposition is more generous than ever with the new uncapped reward system awarding 1 Tier Point for every £1 per person spent on a holiday package. Now we’ve upgraded the latest Bonus Tier Point offer, it’s even more rewarding.”

A new series of videos has been shared with customers today to help clarify the changes, with relatable scenarios to show how each level of status can be achieved. These can be found at www.ba.com/introducing-the-british-airways-club.

Cutting down members? It’s not that. Honest…

We now get to the comedy part of the press release. Buckle in as I spat my coffee out when reading this.

On numbers and data, Colm Lacy said:

“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.

“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.”

Members who earn enough Tier Points to renew or upgrade their status by 31 March 2025 will have a full year of status through to 30 April 2026, while collecting Tier Points under the new model for the following year.

“I hope it’s clear that these changes aren’t about reducing the number of members in each Tier but making sure that we get the level of recognition right for each individual.” 

What a load of  ********

For those who use British Airways to commute on their own or their company coin, the reduction in sector requirement (which would have required 106 sectors in the British Airways example), will be a godsend – even if it is a bump on what is required at the moment (currently, 40 sectors are needed to maintain earn/maintain Silver status).

However, if commuters are clogging up the lounges when it’s hard enough to find a seat as it is… that isn’t the way to fix the lounge problem. Expansion and better facilities are needed. And that may mean British Airways paying Heathrow Airport more money to help expand the spaces.

However, Bonus points being dangled on a fishing hook isn’t the way to guarantee long-term passenger retention, and using promotions to drive revenue spend.

And as for earning? Show me the Silver/Gold who will pay for a seat in advance…

The decisions are yours.

To use Colm’s words “we’ve heard that our members wanted more clarity, certainty and reassurance”.  

Well, Colm. It’s provided something.

I’m sorry. For a lot of members, the messaging has been clear already – if you can’t spend high amounts with us, we don’t want you as a frequent flyer member with our airline. 

I’ve crunched my numbers – and trust me, I am way below the amount for BRONZE, let alone SILVER in any example Britsh Airways gives. I see little in today’s messaging to change that, as… as shock and horror – I fly airlines that are not just Britsh Airways, but airlines within the oneworld alliance (and a bit beyond on a good day).

Small benefits like the sector bonus or relying on bonus promotions one has to opt in for are not the carrot to British Airways stick that I expect.

And there are options out there – be it the Royal Jordanians programme if you want to stick with oneworld (and get Gold on segments alone), or defect to KLM/Vietnam Airlines if you’re happily shipping your flight credits to SkyTeam. Whilst Star Alliance Airlines has not announced their plans or if they intend to start status matches, I still am expecting them to make a play to grab frequent flyers soon.

Options are out there. If you feel like the airline has told you to go away, don’t look back at the lock that British Airways is trying to fix.

There is life beyond British Airways, believe it or not.