British Airways backtracks on overhaul of frequent flyer club perks

British Airways has backtracked on some changes to its new loyalty programme and premium cabin catering following a backlash from frequent flyers. The airline sparked controversy in December when it announced sweeping changes to its frequent flyer club, through which passengers earn points to unlock perks including access to BA’s lounges. From April, BA’s “tier points” will be awarded based on the cost of flights or package holiday bookings, instead of the class of travel and the length of trips. One “tier point” will be earned for every pound spent, excluding taxes. Bronze will now be awarded at 3,500 points, silver at 7,500 points and gold at 20,000 points. On Wednesday BA for the first time recognised that these changes had upset many frequent flyers. “We’ve heard that our members wanted more clarity, certainty and reassurance,” said CCO Colm Lacy. Although the changes are seen by some members and travel experts as relatively minor, Lacy said BA would tweak the new scheme to allow very frequent flyers to earn status based purely on how many flights they had taken, irrespective of how much they spent. Customers can now earn “bronze” status by taking 25 flights a year, or “silver” by taking 50 flights, in a move designed to appease people who commute on short, comparatively inexpensive flights. The airline has also extended an offer of “bonus points” for bookings made this year, to help flyers keep their current status under the changes. “Our members have a deep emotional connection with our loyalty scheme and their status means a lot to them — we’re confident the changes we’ve made fairly reward members for their travel with us,” Lacy said. BA’s switch to a loyalty programme based on how much passengers spend on their flights or holidays brings it into line with many of its rivals.<br/>