Air France-KLM reveals how loyal British Airways members can be. Hint: Not very

Last week, Air France-KLM dropped something interesting in my inbox – the results of their status match offer they made to British Airways The Club members.

This is a little juicy, so let us dive in.

The airline launched a status match with the Loyalty Company in January. British Airways The Club members could match their status against certain Flying Blue statuses, as a result of British Airways making changes to its Club Programme.

According to Air France-KLM, the success of the £99 status match offer is not only determined by the profile of the UK-based travellers who enrolled for the status match during the limited period, but also by their engagement in Flying Blue and their travel booked with Air France and KLM in the first half of the year:

• UK-wide interest: Within three months, over 4,000 BA customers across the UK had their status match request approved. They can choose between 18 UK departure points served by Air France and KLM, including regional airports without BA services such as Bristol, Cardiff, Humberside, Norwich or Teesside.
• Travel benefits: 95% of the status-match customers acquired Flying Blue Gold status or above, enabling them to enjoy lounge access, priority services, and other privileges when flying with Air France, KLM and SkyTeam partners.
• Active travellers: 17,500 flights were booked by this specific group through the end of August.  Around 60% of the status-match members booked at least one flight with Air France or KLM. On average, these active travellers have booked 7 flights so far.
• Global reach: Flying Blue members are using Air France and KLM services to Paris and Amsterdam or connecting beyond to destinations across the globe. Many of them are also taking advantage of the direct travel options with SkyTeam partners, including UK flights operated by partners Virgin Atlantic and Delta Air Lines to the US.
• A strong appetite for premium cabins: Around 60% of the revenue has been generated by bookings in premium cabins, underscoring a demand for elevated travel experiences in Premium Economy, Business Class, as well as First Class (La Première).

In Quotes

Benjamin Lipsey, SVP Customer Loyalty – President Flying Blue at Air France KLM Group, said:

“The strong uptake of our status match offer in the UK highlights Flying Blue’s ability to quickly adapt and deliver meaningful benefits to frequent travellers. We are delighted to welcome so many new members who are embracing the Flying Blue experience and choosing to fly with us – especially in our premium cabins – as they explore the world with Air France, KLM and our partners.”

4,000 only? Hmmm

I suppose the most shocking thing in this is that around 4,000 people applied for the status match. Of course, the £99 application fee no doubt put a lot of people off, as they would have to dip into their own pockets to start the match.

But those who did appear to be premium flyers, who were able to match, with the majority booking at least one flight, whilst active travellers have transferred their trade, whilst keeping in the premium cabins, no doubt, where Air France-KLM wants them.

It’s also interesting seeing that regional travellers have taken this up – again, those of us who live beyond London can berate British Airways’ love of the regions and the inability to even link a rail service or ticketing option up to Heathrow, let alone run flights.

Could we see another campaign?

Whilst there’s nothing in the article to suggest there’s another campaign in the making, a lot of British Airways Club Members will be looking carefully as January to March next year rolls around, and their shiny pieces of plastic fall into the wind.

And yes, your author is on that list, mainly as they haven’t had much of a chance to fly this year so far.

Judging by the Air France-KLM pushing out this information, they’re clearly in the mood to gain more high-value customers, with British Airways passengers in their sights – given now that the full impact of “The Club” is now visible (along with the £20,000 equivalent to make Gold, £7,500 to make Silver).

Certainly, your author is sniffing around other programmes still – that’s for certain.

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