5 Lessons from British Airways' Controversial Loyalty Program Changes
Skift Take
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. While there was early acceptance by some, there was tangible anger from many.
The strength of feeling wasn’t limited to armchair aviation geeks. Some of the country’s highest-profile columnists weighed in, with former Sunday Times editor Andrew Neil suggesting it had “the makings of a self-inflicted disaster.”
The changes to @British_Airways loyalty programme has the makings of a self-inflicted disaster. Maybe one of the biggest corporate cock ups of modern times. CEO Sean Doyle needs to think again. It’s a long time since it’s been the world’s favourite airline. He should avoid going…
— Andrew Neil (@afneil) January 2, 2025Elsewhere, London-based financial daily City AM drew unwelcome parallels with November’s controversial rebrand at British carmaker Jaguar.
Why All the Fuss?The principle of recognizing frequent flyers based on the amount they spend is nothing new. It’s common practice at many major airlines, including some of the biggest U.S. carriers. So why have British Airways’ changes caused such outcry? D
