5 Lessons from British Airways’ Controversial Loyalty Program Changes
Photo Credit: British Airways A380 British Airways / British Airways
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Last week, British Airways unleashed fury in some quarters with poorly received changes to its loyalty program. Here are five key learnings for other airlines considering a similar course.
In Britain, the period between Christmas and New Year is usually a sleepy one. With many on vacation until early January, it's a curious mix of turkey leftovers and lo-fi leisure pursuits. Not this time: On December 30, British Airways sent Middle England into a tailspin with sweeping changes to its loyalty program.
Put simply, the days of gaming the system with low-cost, high-earning flights are numbered. BA is moving away from awarding points based on the distance flown and fare class. Instead, it is transitioning to a revenue-based system for awarding status – the more you pay, the faster you’ll climb the ranks.
The announcement sparked uproar, with fears the new formula will see many existing members stripped of their prized Silver and Gold status. Even Bronze – the entry-level tier for basic perks – now looks out of reach for many.
Frequent flyer forums and message boards soon lit up as BA loyalists digested the news. Whi
