British Airways (BA) has found itself at the center of controversy after announcing a significant shift in its loyalty program on December 30. The airline, like many of its American counterparts, is moving to a revenue-based system for awarding status. Under this new structure, travelers who spend more will climb the loyalty ranks faster.
While this model aligns with industry trends, it has not been well received by all frequent flyers. Critics argue that the transition lacks transparency, prioritizes high-spending customers over long-term loyalty, and ignores the diverse ways travelers engage with the airline. The backlash has prompted British Airways to refine its messaging, aiming to better communicate the benefits of the changes and reassure its customer base.
Loyalty programs have long been a crucial tool for airlines to retain customers, offering perks such as priority boarding, lounge access, and seat upgrades. However, frequent travelers, particularly those who accumulated status through miles flown rather than money spent, feel that the new system disadvantages them. The perception that BA is prioritizing wealthier passengers has led to accusations of spreadsheet-driven decision-making, with less emphasis on real customer behavior and experiences.
Many travelers have also raised concerns about the transparency of the transition. While BA detailed the changes in its initial announcement, the airline faced criticism for not providing clear, real-world examples of how the new system would impact different customer groups. The backlash grew on travel forums and social media, where passengers shared their concerns about how their status would be affected.
More than five weeks after the initial announcement, British Airways has taken steps to address customer concerns. On Wednesday, the airline unveiled a revised communication strategy aimed at clarifying the program’s benefits and making the transition smoother.
A New Microsite – BA launched a dedicated website to explain the changes in detail. The site provides personalized scenarios, showing travelers how they can earn and maintain status under the new structure. It also answers frequently asked questions and includes tools to help customers calculate their progress toward elite status.
Short Informational Videos – To further improve communication, BA has released a series of videos featuring relatable scenarios. These videos break down the impact of the new system on different types of travelers, including business flyers, leisure travelers, and those who take a mix of short- and long-haul flights.
Modest Concessions – While the fundamental shift to a revenue-based model remains in place, British Airways has introduced adjustments to make status easier to achieve. The airline has increased the number of ways customers can earn points, ensuring that a broader range of travelers can still qualify for elite perks.
British Airways’ decision to adjust its messaging strategy signals a recognition of the importance of customer loyalty. While some frequent travelers may still prefer the previous system, improved transparency and clear communication could help ease concerns.
In the coming months, the airline will likely monitor customer reactions and engagement with the new microsite and videos. If these efforts succeed in reassuring travelers, BA could avoid long-term damage to its brand loyalty. However, if frustration persists, the airline may need to introduce further adjustments to strike a balance between rewarding high spenders and maintaining goodwill among loyal passengers.
For now, British Airways is betting that clearer communication will help customers see the value in its new loyalty program, rather than feeling left behind by the changes.
