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Highly critical YouGov report shows collapsing BA customer perceptions

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One thing that was missing from the ‘Investor Day’ presentation given to the City recently was the ‘net promoter score’ for British Airways.  It is an accepted statistical method of showing how well regarded a company is by its customers and is also a number which IAG is known to focus on closely.

Luckily, polling firm YouGov published its own report last month on the collapsing public perception of British Airways.  For some reason this slipped through the PR gap when it was published but I have now got hold of a copy.

You can read the full document here (PDF).

Take a look at this chart (click to enlarge):

This chart is a net score of whether consumers believe a brand offers value for money.  It is important to note:

“By ‘value for money’ we do not mean cheap or expensive, but that the brand offers customers a lot in return for the price paid.”

“Looking at value for money, the decline started earliest among those who fly with British Airways. The drop among BA customers’ perception in this area started in autumn 2016, shortly after the introduction of inflight food and drink charges for short-haul flights. But the general public’s view began to change notably in May 2017, at the time of the brand’s much-publicised IT problems.”

Here is another chart showing changes in perceived ‘value’ and ‘quality’ over the last year.  Again, click to enlarge:

Again, you can see that BA registers sharp falls on both counts.  None of the airlines covered by the survey comes out smelling of roses, but then again we are only talking about a one year period.

However, the chart above is based on ALL flyers questioned.  Look at what happens when you only include the data from people who have flown British Airways in the past year:


The report is not all doom and gloom:

Despite the fall in perception among several key groups, it should be remembered that British Airways is still the highest rated airline in the UK according to many metrics, and, despite falls in views of the carrier’s quality and value for money, the vast majority (87%) who flew with BA in the last 12 months were satisfied with their experience.

You can download the full PDF document here if you want to take a closer look.  Note that you need to provide your personal details first.

How to earn Avios from UK credit cards

How to earn Avios from UK credit cards (March 2024)

As a reminder, there are various ways of earning Avios points from UK credit cards.  Many cards also have generous sign-up bonuses!

In February 2022, Barclaycard launched two exciting new Barclaycard Avios Mastercard cards with a bonus of up to 25,000 Avios. You can apply here.

You qualify for the bonus on these cards even if you have a British Airways American Express card:

Barclaycard Avios Plus card

Barclaycard Avios Plus Mastercard

Get 25,000 Avios for signing up and an upgrade voucher at £10,000 Read our full review

Barclaycard Avios card

Barclaycard Avios Mastercard

5,000 Avios for signing up and an upgrade voucher at £20,000 Read our full review

There are two official British Airways American Express cards with attractive sign-up bonuses:

British Airways American Express Premium Plus

25,000 Avios and the famous annual 2-4-1 voucher Read our full review

British Airways American Express

5,000 Avios for signing up and an Economy 2-4-1 voucher for spending £12,000 Read our full review

You can also get generous sign-up bonuses by applying for American Express cards which earn Membership Rewards points. These points convert at 1:1 into Avios.

American Express Preferred Rewards Gold

Your best beginner’s card – 20,000 points, FREE for a year & four airport lounge passes Read our full review

The Platinum Card from American Express

40,000 bonus points and a huge range of valuable benefits – for a fee Read our full review

Run your own business?

We recommend Capital On Tap for limited companies. You earn 1 Avios per £1 which is impressive for a Visa card, along with a sign-up bonus worth 10,500 Avios.

Capital On Tap Business Rewards Visa

Get a 10,000 points bonus plus an extra 500 points for our readers Read our full review

You should also consider the British Airways Accelerating Business credit card. This is open to sole traders as well as limited companies and has a 30,000 Avios sign-up bonus.

British Airways Accelerating Business American Express

30,000 Avios sign-up bonus – plus annual bonuses of up to 30,000 Avios Read our full review

There are also generous bonuses on the two American Express Business cards, with the points converting at 1:1 into Avios. These cards are open to sole traders as well as limited companies.

American Express Business Platinum

Crazy 120,000 points bonus (to 9th April) and an annual £200 Amex Travel credit Read our full review

American Express Business Gold

Huge 60,000 points sign-up bonus (until 9th April) and free for a year Read our full review

Click here to read our detailed summary of all UK credit cards which earn Avios. This includes both personal and small business cards.

Comments (36)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Craig Strickland says:

    OT: Finally managed to put a spreadsheet together with my Avios earned for the year, average cost .6p and average redemption value 2.7p which I’m pretty pleased with, Between Mrs S and myself we’ve collected 297k but spent 378k so I’m going to have to work harder next year! Two CW returns this year, Tokyo and St Lucia, two planned for next year, Mumbai and and open jaw KL/Singapore with a CE return to Naples thrown into the mix.

    • JamesB says:

      What did you normalise your redemption values on; revenue price at time of booking of redemption flight taken, a notional sum you would have been prepared to pay for the flight, the cheapest available acceptable revenue flight on any carrier for your itinerary at the time of booking, or something else?

      • Craig Strickland says:

        Revenue price at time of booking minus the taxes paid for the redemption. I also ran a comparison against premium economy fares at the time of booking to give a balance, the latter had me losing 0.1p per Avio. It was quite a complicated process, i.e. how much do you value an Amex Reward point at or should I include the full £450 for the Amex Platinum because of the additional benefits gained?

        • Genghis says:

          It’s all a mind exercise anyway to give yourself a big pat on the back. I think I’d probably come out at a c.0.2-0.3p cost (which for me should be an easy number to calculate). So as long as I feel like I’m making a profit and getting around 1p from those avios, I’m happy.

        • JamesB says:

          Inevitably lots of questions but you have to draw lines someplace, platinum fees for example yield more than just avios so only a fraction should be attributed. Rob reports once or twice a year on values he achieves but I think his spreadsheet are based on notional prices he is prepared to pay. While this is undoubtedly very relevant to him, it is a little less meaningful to others. Would love to know how Robs values changed if he were to normalise on something more objective. It might be a good HFP project at some point to develop a common spreadsheet we could all use and then get a very in-depth view of costs and values. Interesting your cost was 0.6p, that’s the most I’m prepared to pay per avios.

          • Rob says:

            The only ‘objective’ answer is using the price you are prepared to pay.

            Anything based on how you notionally value Club World – if you would never pay for it yourself – is subjective. Similarly, how you value a £250 five-star hotel room if you would never pay more than £100 and always stay in a 3-star is also subjective.

            You can only honestly say you are getting an actual ‘value’ for your points is if you are getting something you would otherwise pay for, for free.

            This is where valuations get more complex. 20,000 Amex points from a Gold will get you £100 to spend in Sainsburys via Nectar. That is ‘real’ value, unless you argue that you buy all your food in Aldi and Sainsburys is overpriced. If you use those 20,000 Amex points for a £200 Radisson hotel night via Club Carlson, is that a better deal if you have a rule that you never pay more than £75 for a hotel? Your call ….

        • Peter says:

          ‘Avio’ ????

  • JamesB says:

    OT @TripRep: Did you get to Bali or did you go to KL? Did AirAsiaX work out ok?

    • TripRep says:

      Bypassing Bali, coming back from Oz straight to KL for a night, then hopefully a BA 787 to UK.

      Flying the outbound to Oz tomorrow, on a 241, checked in worked fine, so now optimistically looking forward to the best of BA on both CE & CW legs. Grateful not flying on Sunday middle & southern Englandshire expecting a dumping of snarrw.

  • Rob says:

    BA cancellations are mainly Doha, to free up a 777 to cover for a 787. Which is a pretty good result when you get moved to Qatar’s Qsuite!

    • TripRep says:

      Has 777 got more or less CW/F seats than a 787, ie are downgrades likely if your 787 is subbed with a 777?

  • CV3V says:

    Interesting, i have a flight to Narita in 2 weeks time, when booked it was a 787 which compensated for the extra long journey from Narita to city centre (when compared to Narita), however a few months ago it was swapped onto a 777 (and still without any notice that they had moved my seat, thanks to Myflights app for spotting). I then fly back from KL on the 787, i dont mind if they pull that flight and put me onto a QR flight instead!

  • RTS says:

    Im on a 787 metal on a virgin plane to HKG in Jan… :S

    Back to LHR on a trust 777 BA plane lol.

  • TripRep says:

    Just off a nice BA Domestic CE experience into LHR, good attentive crew, late afternoon food in Galleries South a bit “Meh”, soup & limp sarnies, but fingers crossed for the upcoming CW leg…. 🙂

    • TripRep says:

      And now off the CW leg, waiting here in Singapore for the next flight….

      Upper Deck off A380 still as quiet as I remember, really helpful crew, food okay. Overall happy with the experience, well apart from the naff no interlining baggage for One World flights, etc.

This article is closed to new comments. Feel free to ask your question in the HfP forums.

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