BA’s Executive Club has launched a new Bronze tier level, sitting between its existing Blue and Silver tiers. Members will qualify after earning 300 tier points or taking 25 flights, half the requirements for Silver membership.
Benefits include business class check-in, seat selection from seven days before departure, a 25 per cent tier bonus, a dedicated telephone number in the UK and US, and bronze tier luggage tags.
Note that BA has also changed earning requirements, meaning that members will no longer see their tier points reset once they reach the next tier level. So a member earning 300 tier points and reaching the new Bronze level will then only need to earn a further 300 points to reach silver level at 600 points.
It's the first time BA has added a new tier to its Executive Club scheme since 1991, when the programme went from a two-tier to a three-tier scheme.
Commenting on the move Frank van der Post, British Airways’ managing director for brands and customer experience, said:
“Customers are at the heart of everything we do. We attach huge importance to their loyalty.
“The re-launch of the British Airways Executive Club, which now has over seven million members worldwide, is part of a massive £5bn investment we are making across the whole airline on new aircraft, lounges, and technologies for our customers.
“The investment in the Executive Club will result in a greater range of rewards and increased recognition for members, with an exciting new Bronze tier, which will bring a new level of benefits to more of our frequent fliers.”
The move comes ahead of the official launch of the new Avios scheme on November 16, which will see BA’s Executive Club, the Iberia Plus programme and the BA-owned Airmiles scheme all take on Avios points as their currency. For more information see online news September 1.
To see comments from Stuart Evans of ICLP Global loyalty, click here for our forum