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EXCLUSIVE: Alex Cruz on upcoming changes to Avios and British Airways Executive Club

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Last week Alex Cruz, BA’s CEO and Chairman, gave an interview to the South China Morning Post in Hong Kong.

You can read the piece here.

Whilst the interview behind the article also covered the upcoming changes to British Airways Executive Club and Avios, the newspaper decided not to publish that section.  Instead, the South China Morning Post offered it to us as an exclusive.

(This is not as random as it seems because I met with their aviation correspondent when I was in Hong Kong last Easter.)

Here is what Cruz had to say.  I have edited his words in a couple of places to make them easier to follow because this is a verbatim transcript (heaven help anyone who ever tries to read a verbatim transcript of any speech I give) and corrected three small errors he made.

I will do a separate article with my thoughts later in the week.

“South China Morning Post:  I understand the IAG board approved changes to Avios, what do those changes look like for BAEC members?

Cruz: I think there are two waves of changes. And the first wave has begun, it began mid-way through last year and will continue throughout this year.

What is this first wave? It is fine-tuning a lot of elements of Avios to make it more friendly, more accessible.

What am I talking about?  I am talking about maternity leave for members that don’t travel for a number of months and because they don’t travel they lose their status. We have expanded that to say “no, no, no, you will keep your status”.

You will find a lot of small refinements to the programme to make it more friendly, to make it a programme that people feel comfortable with: extensions, family accounts, flexibility around reaching of the tier status.  If you miss by one point and at the end of the year you don’t make it to Gold, let’s talk.

We are providing a little bit more flexibility to our agents to make sure we are more friendly. Many of those you will see increasingly being released on a monthly basis throughout this year.

The second topic is a big one. The next wave of changes I think you are making reference to.

We aren’t in a position to speak about it openly because of the technology, the timing it takes to get the technology going. We don’t want to over-promise and under-deliver. We prefer to under-promise and over-deliver.

So at the moment we have seen how a number of airlines around the world have changed the way in which they collect points and redeem points to be much more value driven.  If the ticket costs £1,000 you get more points than if your ticket cost £100.

Also, at the time of redeeming, finding more flights available for different amount of miles. I think we are definitely going to go in that direction.

One of the key instruments which I hope we will completely redevelop by the end of the year is the “Pay with Avios” concept. I got a short-haul ticket for my son the day before yesterday and I used 2,500 Avios to discount it by £20.  As a consumer, I was looking at it and I wasn’t given an option to buy the whole ticket or pay half of the price. What I really wanted was a slider. I am willing to pay £30, “how many points will you take?”.  So moving it up and down. That is the direction we are heading in.

We would like to be in a place, I am not sure if we make it by the beginning of next year or the end of this year, where every single payment that is made in BA through every channel – baggage, seats, upgrades, tickets themselves – can be paid with Avios.  You can say “I have so many points and I have so much money” and if I have a lot of points, you can pay for the whole thing independently of when you travel which is very, very important.

There are a lot of people that say “Can I fly to London at Christmas in business class?” Yes, there are always seats available which people log-in exactly 355 days before departure to select.  That’s not the point. The point we are moving to is that if there is a seat for sale, you should have access to it.  You should make a decision how many points you use and how many money you pay.

Is that the direction we are going in? Yes, absolutely. Do we have a launch date? We don’t have it yet, we have some technology developments we are going through and I want to feel 100 per cent sure we can make the promise on the date.

Avios wing 12

South China Morning Post: Can you reassure BA frequent flyers that thresholds won’t change? Or revenue-based mindset won’t be introduced?

Cruz: Let me rephrase your question. Is the exchange of points for money a tricky subject? The answer is yes. So, how do you tier that in how it makes sense to the consumer. That is something we have to figure out.

Now the technology we are building will allow us to do multiple things but we haven’t defined what those roles are like and we are doing tests at the moment with groups of frequent flyers to present different types of propositions to see which ones will be better live. By the way, we are doing this across regions and a number of Hong Kong-based frequent flyers have been contacted to give feedback on this particular topic.

It is a very tricky subject because we can’t come out with a product that will be seen to be more punitive. It has to be more positive. It has to give you more flexibility or it won’t work but no we haven’t defined it yet.”

How to earn Avios from UK credit cards

How to earn Avios from UK credit cards (June 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 £15,000 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 – 30,000 points (TO 16TH JULY), FREE for a year & four airport ….. 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

10,000 points bonus – plus an extra 500 points for our readers 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

40,000 points sign-up bonus and an annual £200 Amex Travel credit Read our full review

American Express Business Gold

20,000 points sign-up bonus 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 (128)

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

  • Cate ⛱️ says:

    ‘The point we are moving to is that if there is a seat for sale, you should have access to it. You should make a decision how many points you use and how many money you pay.’

    As mentioned before this is the clincher and has three ways to go I’d imagine; point amounts for empty seats will drop/stay the same/rise. Do we know if this is slated to be rolled out to all Oneworld airlines at some time?

    • Rob says:

      Virgin does this already. You can use miles to pay 100% of the cost of a seat inc taxes for 0.6p per mile. It hasn’t exactly set the world on fire.

      • Cate ⛱️ says:

        Ah ok then, looking forward to tomorrow’s postmortem article!

  • Bill says:

    O/T Just requested to get the Mrs surname changed to mine on a 241 Voucher that we booked back in Sept, had to send in proof of marriage cert then waited on the phone for about an hour as they had to reissue the ticket. Was holding my breath the whole time as I understand that there is a chance you can lose your redemption in the process.

    Worked out fine in the end but I was liable to pay for additional taxes that had gone up since the purchase which worked out to be £16. I tried to get out of paying it by suggesting that if the taxes had reduced BA wouldn’t have refunded me.

    • Anna says:

      I don’t understand why women put themselves through this! My passport is still in my maiden name so that also goes on any flight bookings (though I often book hotels in my married name with no problems). Other things also go under my married name and there’s never been an issue. It’s perfectly legal to use more than one surname in this country.

  • FrequentDriver says:

    So glad my Avios balance is now <60k… if they devalue, it's not such a hit.

    Earning of TPs on the other hand does play quite a large part in my purchasing decision – if the next tier recedes out of reach, I will just go my pure price/convenience rather than filtering to OW only !!

  • Canuck says:

    I get the feeling this means they will introduce Restricted reward tickets to sit alongside current Flexible ones, each with their own Avios price. Much like AS and AA.

  • WillP says:

    I fear the end of the game, one in which has reaped handsome rewards for simple spending diversion.

    Let’s hope any changes allow the dedicated ‘moderate spender, moderate frequent flyer’ to continue to thrive.

    • WillP says:

      241 F Tokyo next month!

    • Cate ⛱️ says:

      Well it’s another alteration for sure but that’s just the nature of the beast with civil aviation.

      So to recap we have the newish LCC contender Norwegian in one corner, driving business with their cash discounts and in the other corner old school BA trying to fill empty seats with points and cash. Cash or, points and cash for the lucrative US routes Trophy. It’s still all to play for!

  • S879 says:

    OT: I am currently doing the Diamond challenge with Hilton. My Diamond status was coming to an end on 31/03. Today I received an email that my status would be Silver from 1st April. Should I ignore the email or check to make sure I should be Diamond because of the challenge. I am starting a holiday on 1st April so the status is important.

    • Paulie says:

      Well what date is your diamond challenge extended to? They should have told you this specifically in the email when you started the challenge. Your status is good through to this date.

  • Rob says:

    Which is why I think all will be OK. Here’s the logic.

    Avios cost 1p even if you’re Tesco or Amex, more to smaller companies.

    If they start clearly being worth LESS than 1p, the whole house of cards collapses. Why would a company offer you 5000 Avios (costing it £50+) if you only saw £25 of value in that? The company should just give you £50 instead, and would sell more products too.

    • shd says:

      Well, we can hope. I worry though about the silo mentality in every big corp.

      Does the bit of BA/IAG that deals with selling Avios to third parties (and bringing in £££££) have enough clout within the overall organisation to stop the rest from destroying their work?

  • frogger says:

    British Airways needs to eliminate fuel surcharges. Until they do that their program is worthless.

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

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