British Airways announces Executive Club rebrand and Tier Points ...

British Airways has announced big changes to its loyalty programme for 2025.

From 1 April next year The British Airways Executive Club will rebrand as The British Airways Club, and the programme will move to Tier Points earning aligned to the cost of flights.

As part of the changes members will be able to earn Tier Points on ancillary spend including seat selection and excess baggage.

Members will earn one Tier Point for every £1 of eligible spend, and Tier thresholds will be recalculated to reflect the new model.

Note that eligible spend includes the base fare and the Carrier Imposed Charges (YQ and YR), but not non-airline taxes and fees such as Air Passenger Duty.

A total of 3,500 Tier Points will need to be earned to reach Bronze status (currently 300 Tier Points), rising to 7,500 for Silver (currently 600), and 20,000 for Gold (currently 1,500).

To attain Gold Guest List members will need to earn 65,000 Tier Points, with at least 52,000 of these earned through BA-marketed flights, add-ons and holiday packages.

Members will then need to earn 40,000 Tier Points to retain Gold Guest List (with at least 32,000 earned through BA-marketed flights, add-ons and holiday packages).

BA said that customers who already hold bookings for travel after 1 April, 2025 will be awarded Tier Points “on a conversion of the existing method”, adding that “Any existing bookings will earn proportionally the same number of Tier Points, or more, as they would today”.

The date coincides with when all members will see their Tier Point collection periods align to run from 1 April to 31 March going forward.

The changes follow a similar move to align Avios-earning to flight and ancillary expenditure in 2023.

British Airways to change ways of earning Avios from October

Other changes from 1 April include the ability to earn Tier Points and Avios when purchasing a contribution to Sustainable Aviation Fuels (SAF). Members will be able to earn up to 1,000 Tier Points per year through this method, and can also use Avios to pay for the contribution.

In addition the carrier is adding a “Limitless Tier Points” system for British Airways Holidays packages. BA said that:

“After the success of the British Airways Holidays double Tier Points promotion, the airline has created a permanent proposition on holiday packages. Members will earn Tier Points based on the price of the entire package, with no limit in place, making it possible to earn elite status in fewer trips than under today’s offer.”

Later in 2025 there will be two enhancements to the Tier Points system. BA American Express Premium Plus cardmembers will be able to earn up to 2,500 Tier Points through card expenditure, with more details being announced nearer the time.

And new “milestone moments” will be introduced between Tiers, with gifts of 2,500, 4,000 and 5,000 bonus Avios being awarded at stages between Bronze and Silver Tiers. BA said that further benefits would also be announced in the coming months.

Finally the carrier has launched a limited time bonus Tier Points offer for members booking flights before 14 February, 2025, for travel from 1 April next year.

Members booking in Euro Traveller will be awarded 50 bonus Tier Points, rising to 70 for World Traveller bookings, 100 for Club Europe, 140 for World Traveller Plus, 210 for Club World and 330 for First.

Commenting on the news Colm Lacy, British Airways’ chief commercial officer, said:

“The changes we have announced today underline our continued investment in our loyalty programme and in our customers.

“Based on our Members’ feedback, we’ve built on the changes we’ve already made – including how customers collect Avios and their membership year – in a way that we believe better rewards their loyalty and reflects their changing travel needs.

“While we have announced a number of positive changes today, I particularly wanted to highlight better rewarding our customers who book through British Airways Holidays and making this a permanent part of our proposition, removing the limit on earning.

“We know that many of our customers make their holiday plans during our annual January sale period, so it’s great to be able to announce this today.”

What do you think of the changes announced? Let us know in the comments section below, or join in the discussion on our forum.

ba.com