British Airways' fake backtrack: here are the changes to the Executive Club changes

In Italy who talk about points and loyalty we are 4 cats, in the rest of the world it is an issue that moves stock market indexes, that fills the pages of newspapers and talk shw. It is not only America that is the land of dots, but also the UK, Germany, France, not to mention China, Australia and many other markets.

One example is what is happening in the UK for the revolution that led British Airways to overhaul its loyalty program so much that he even changed his name. Since that day controversy is everywhere, it is talked about on the plane, in the airport at the pub and in the stadium. Reports from the BBC and other television networks, pages on industry websites, and articles in the Times to no end. In short, it is a state affair.

The fake backtrack

Quoting a movie BA enacted the "Kansas City move" to distract its FFs and try to change the tone of voice on social and in real life it has made changes to its new loyalty program, but these are just timid attempts to be able to say "we have listened to our customers once again, here are the new features."

From April 1, 2025, it will again be possible to obtain Bronze and Silver (but not Gold) status based on the number of sectors, as is currently the case:

• Bronze will require 25 strokes
• Silver will require 50 routes

Unlike the current system, all such flights are to be operated under BA code. Iberia flights will no longer count. Certainly for Milan/London commuters this could be a panacea, since with Silver status one has access to BA's lounges worldwide, however, I doubt that this move will help make those lounges BA wants to "empty" more livable.

"Moving to a spend-based model reflects most loyalty programs in the UK, so it was a logical step in the evolution of The Executive Club. Our members have a deep emotional connection to our loyalty program, and their status means a lot to them-we are confident that the changes made will fairly reward members for their travels with us."

This statement confirms precisely what I say above, a move made to pretend that they have listened, time and time again, to their customers. The point, however, that they are completely missing in BA is. "Loyal customers" i.e., those who pay for their flights will go elsewhere, while only corporate customers will remain, who do not pay for their flights and who For them to fly BA in the horrendous business class on the A380. Is a kind of penance imposed by the company.

Why I will leave the BA Executive Club

Obviously I want to try to maintain the Emerald level oneWorld, which corresponds to Gold in the Executive Club, given the new requirements I will never be able to achieve it and then I have decided that I will move to a different program between Qatar's Privilege Club and Cathay's Asia Miles. 

But there are many other programs that could help those who want to maintain the level to do so with less effort and greater results. For example, Royal Jordanian, I have traveled with several times, and who also recently launched a nice Status Match proposal, allows one to become Gold with 46 routes flown. Mind you, I don't mean 46 flights with RJ, but with any oneworld carrier, without ever even having to set foot on a flight of the Amman-based company. Basically with fewer flights than BA you get the top tier.

In conclusion

Status, I always say, must be pursued by those who then exploit it. I fall into this category, so I do care about it, however, I am not willing to "marry" a company, when the beauty of it is just to be able to take advantage of alliances, of course there are carriers that push for a closer relationship, but BA's move is really the worst possible one. After the Brexit I will do my ECxit.

• executive club