British Airways has defended changes to its loyalty programme, insisting the move towards a spending-based system will create more fairness, not fewer rewards. The airline recently shifted its reward system from one based on distance flown to one based on the amount spent, with customers earning one point for every pound. This change prompted criticism from frequent flyer website headforpoints.
com, which accused the airline of abandoning leisure travellers and making it near impossible for small business travellers, economy travellers, or self-funded leisure travellers to achieve gold status. Gold status offers perks such as access to first-class lounges and increased baggage allowance, generally requiring 20,000 points annually. In response to the concerns, British Airways has announced an extension of its bonus offer, allowing customers to earn up to 550 additional points per flight depending on their cabin class for the remainder of the year.
Furthermore, the airline has introduced a guaranteed bronze status for frequent flyers taking at least 25 flights a year, a move aimed at regular commuters. Bronze status benefits include access to business class check-in desks and free seat selection a week before departure, even for economy ticket holders. British Airways maintains these changes are designed to create a more equitable rewards system for all its customers.
British Airways chief commercial officer Colm Lacy said awarding points for spending is “the best way of recog.