British Airways has announced an overhaul of its loyalty programme, increasing the number of points its members will need to reach each status.
To qualify for gold status - which features benefits such as access to First lounges and enhanced baggage allowance - customers will need to earn 20,000 points in a year, up from 1,500 points currently.source said the new programme is not comparable with the existing one because of changes in how points are earned.
Whether you hold Blue, Bronze, Silver, Gold, or the prestigious Gold Guest List membership, frequent travellers have long been rewarded with various perks. The most substantial change is the shift to a purely revenue-based system for earning Tier Points, which determine your eligibility for Bronze, Silver, Gold, or Gold Guest List status.
Due to this change in earnings, BA will significantly increase the number of Tier Points required to reach each threshold, exacerbating the situation.For example, under the new system, it will require 20,000 Tier Points to reach certain statuses, compared to the current 1,500. The only slight consolation in this situation is the ability to earn up to 2,500 Tier Points through spending on the British Airways Premium Plus American Express card, although this comes with a hefty £300 annual fee.
Scrapping this policy is just another blow, that will undoubtedly erode customer loyalty with British Airways.
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