British Airways is facing mounting criticism from some of its most loyal customers after sweeping changes to its executive loyalty programme sparked accusations that decades of brand loyalty are being undermined.
The dispute centres on elite status benefits, boarding priorities, and a shift from distance-based rewards to a revenue-driven model at London Heathrow Airport (LHR), changes critics say fundamentally to alter the value proposition for frequent flyers.
Veteran Flyer Condemns New Loyalty Thresholds
Andrew Neil, a long-standing British Airways Gold Guest List (GGL) member, publicly criticised the airline on X, arguing that the revised loyalty structure makes elite status unattainable for even the most frequent premium travellers.
Under the new rules, GGL members must now spend a minimum of £65,000 annually to retain their tier a threshold Neil described as unrealistic, even for business- and first-class passengers who consistently route long-haul travel through London.
Neil said the change signals a shift away from rewarding loyalty towards prioritising short-term revenue, effectively penalising customers who built their travel patterns around British Airways over decades.
Industry publication PYOK reported that Neil views the move as a fundamental breach of trust with high-value customers who deliberately chose BA over rival carriers year after year.
Group 0 Boarding Becomes Flashpoint
One of the most visible flashpoints has been the introduction of “Group 0” boarding in March 2024, designed to allow Gold Guest List members to board before all other passengers.
While marketed as an enhancement, frequent flyers argue the benefit has been inconsistently applied and diluted at busy hubs like Heathrow, where gate congestion often negates the promised advantage.
Critics say the erosion of tangible elite perks — faster boarding, priority services, and recognition has left the top tier feeling largely symbolic rather than meaningful.
Revenue-Based Loyalty Model Under Fire
British Airways’ move aligns with a wider airline industry trend toward revenue-based loyalty schemes, where spending matters more than distance flown or frequency.
However, Neil and other frequent flyers argue BA’s execution is particularly damaging, as it dismantles incentives for carefully planned long-haul itineraries routed through London.
Neil contrasted British Airways unfavourably with competitors including Emirates, Qatar Airways, Singapore Airlines, and Etihad, saying those carriers continue to deliver more consistent value in premium cabins without imposing such steep loyalty thresholds.
Concerns Extend Beyond Benefits
Beyond programme mechanics, Neil also raised concerns about airline culture, claiming crew morale and pride in the brand have declined compared with earlier management eras.
Such remarks echo broader sentiment among frequent flyers, many of whom say the loyalty changes were introduced quietly in late 2024 with limited consultation or transparency.
Although British Airways has made minor adjustments since then, dissatisfaction remains widespread within its most frequent and highest-spending customer base.
Trust Erosion Among Premium Customers
Whether the backlash results in a sustained loss of premium travellers remains uncertain. However, analysts note that loyalty erosion among elite flyers carries outsized risk, as these customers generate disproportionate revenue and influence corporate travel decisions.
What is clear is that trust between British Airways and its most loyal customers is under strain, with critics warning that once lost, such loyalty is difficult to rebuild.
Dealzflight will continue to monitor developments as airlines across Europe recalibrate loyalty programmes in an increasingly competitive and revenue-driven aviation market.