BA Revamps Executive Club to Reward Frequent Flyers

British Airways (BA) has made a major change to its Executive Club, the loyalty programme for its frequent flyers. The airline has introduced a new tier called Lifetime Gold Guest List, which offers the highest level of benefits and privileges to its most loyal customers. The airline has also made some adjustments to its existing tiers, such as Bronze, Silver, and Gold, to make them more flexible and rewarding.

Lifetime Gold Guest List: The Ultimate Tier for BA’s Loyal Customers

Lifetime Gold Guest List is the new tier that BA has added to its Executive Club, which is effective from February 1, 2024. The tier is designed to recognise and reward the customers who have flown the most with BA over their lifetime. The tier offers the ultimate level of benefits and privileges, such as:

• Unlimited access to First Class lounges and Concorde lounges, regardless of the class of travel
• Unlimited access to priority check-in, boarding, and baggage delivery, regardless of the class of travel
• Unlimited access to seat selection and extra baggage allowance, regardless of the class of travel
• Unlimited access to Gold Upgrade vouchers, which can be used to upgrade to the next cabin class
• Unlimited access to Companion vouchers, which can be used to book a free ticket for a companion on the same flight
• Unlimited access to Reward Flight Saver, which reduces the taxes and fees on reward flights
• Unlimited access to partner benefits, such as hotel and car rental discounts, and lounge access with other airlines

To qualify for Lifetime Gold Guest List, customers need to earn 100,000 Tier Points over their lifetime, which is equivalent to flying 1,000 times in Club World or Club Europe, or 500 times in First Class. Customers who have already reached this milestone will be automatically upgraded to the new tier.

Adjustments to Existing Tiers: More Flexibility and Rewards for BA’s Customers

BA has also made some adjustments to its existing tiers, such as Bronze, Silver, and Gold, to make them more flexible and rewarding for its customers. The adjustments include:

• Reducing the number of Tier Points required to reach or retain each tier, making it easier for customers to move up or stay in their preferred tier
• Increasing the number of Tier Points awarded for flying in premium cabins, such as First Class, Club World, and Club Europe, making it more rewarding for customers to fly in higher classes
• Introducing a new benefit called Flexible Tier Points, which allows customers to use their Tier Points to access benefits from higher tiers, such as lounge access, seat selection, and extra baggage allowance, without having to upgrade their tier
• Introducing a new benefit called Tier Point Boost, which allows customers to earn extra Tier Points for flying on certain routes, such as long-haul flights, making it faster for customers to reach or retain their tier
• Introducing a new benefit called Tier Point Bank, which allows customers to save their Tier Points for future use, in case they are unable to fly due to personal or professional reasons, such as the Covid-19 pandemic

The adjustments to the existing tiers are also effective from February 1, 2024. Customers who have already earned Tier Points in the current year will have them recalculated and adjusted according to the new rules.

BA’s Executive Club: A Leading Loyalty Programme for Frequent Flyers

BA’s Executive Club is a leading loyalty programme for frequent flyers, which has over 10 million members worldwide. The programme allows customers to earn and redeem Avios, the currency of the programme, for flights, hotels, car rentals, and other products and services. The programme also allows customers to earn and redeem Tier Points, which determine their tier status and the benefits and privileges they can access.

BA’s Executive Club is part of the Oneworld alliance, which includes 14 other airlines, such as American Airlines, Cathay Pacific, and Qatar Airways. The programme allows customers to earn and redeem Avios and Tier Points, and access benefits and privileges, across the alliance network, which covers over 1,000 destinations in 170 countries.

BA’s Executive Club is also part of the BA Holidays programme, which offers customers the option to book flights, hotels, and car rentals together, and enjoy discounts, benefits, and rewards. The programme also offers customers the option to book experiences, such as tours, activities, and attractions, and enjoy exclusive access, discounts, and rewards.

BA’s Aim: To Enhance Customer Experience and Loyalty

BA’s aim is to enhance customer experience and loyalty, by offering them more choice, flexibility, and rewards, through its Executive Club and other products and services. The airline said it has listened to customer feedback and made the changes to its Executive Club to reflect customer preferences and expectations. The airline said it hopes the changes will encourage more customers to join, stay, and fly with BA, and enjoy the benefits and privileges of being part of its Executive Club.