British Airways Boosts Loyalty Messaging to 'Reassure' Customers

On December 30, British Airways announced major changes to its loyalty program. Put simply, it is transitioning to a revenue-based system for awarding status. The more you pay, the faster you’ll climb the ranks.

Despite echoing an approach taken elsewhere – including at many of the biggest U.S. airlines – the decision proved highly controversial. Critics alleged a lack of transparency, spreadsheet-based decision making, and a misunderstanding of customer behavior.

On Wednesday – more than five weeks after the initial furor – British Airways provided an update on its strategy. 

Alongside modest concessions to make achieving status easier, it also launched a new microsite and series of short videos. These are designed to better communicate the changes to customers and offer “relatable scenarios” of how Bronze, Silve