Why I think British Airways should reform the Gold Priority Reward
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VERY long-term readers of Head for Points may remember that, six years ago, I promoted my great idea for improving British Airways Executive Club for elite members – reforming the Gold Priority Reward.
This was such a great idea that British Airways totally ignored it and it got absolutely zero traction anywhere.
Three years ago I tried again. No-one listened 🙂
I still think it is a good idea though and I want to flag it again. British Airways got a new CEO last week and Sean Doyle may want to start with a positive change.
What is a Gold Priority Reward?
“If there is no availability in your chosen cabin or on the flight, with the Gold Priority Reward you have the option of using double the regular Avios to secure a seat of your choice on the flight, providing you book 30 days or more in advance. All you have to do is call us to make the arrangements.”
On the face of it, this is not a bad deal. As long as there are seats left for sale for cash, you can have them – as long as you pay double Avios.
Why does the Gold Priority Reward need changing?
Where this falls down is that British Airways American Express 2-4-1 companion vouchers cannot be combined with a Gold Priority Reward.
The numbers therefore look substantially worse.
Let’s assume a family of four wants to head to Dubai in Club World, and they have 2 x 2-4-1 vouchers available.
A standard Avios redemption on a peak date would cost 120,000 points x 2 (as two people fly free), for a total of 240,000 Avios + roughly £2,000 tax.
Using a Gold Priority Reward would cost a total of 960,000 Avios + roughly £2,000 tax.
Using the Gold Priority Reward makes no sense. No sense at all. However lowly you value an Avios point, it would be hard to justify using points instead of cash.
At present, the Gold Priority Reward is pointlessly expensive for long haul use for a couple or family.
It does, admittedly, have value on short haul at peak times. We tend to use them to get seats on peak ski resort flights over February half term.
What’s your great idea?
Here is my suggestion – allow British Airways Executive Club Gold members to use Amex 2-4-1 companion vouchers with Gold Priority Rewards.
There are four reasons why this is a good idea:
It is a change that will only benefit BAEC members. BA will not be giving anything to members of any other oneworld frequent flyer programme. The benefit goes entirely to BA’s best customers.
It will improve customer sentiment amongst Gold members
Silver and Blue members of BAEC do not lose anything and will have an added incentive to push for Gold
It will increase the take-up of the British Airways Premium Plus American Express card as the voucher will become easier to use for Gold members
If this change went through, a British Airways Gold member (travelling with a partner and a companion voucher) could guarantee themselves a Club World seat to New York or Dubai on any date for 100,000 – 120,000 Avios per person depending on date. That is quite a powerful incentive to fly with BA.
Imagine, for example, the incentive a flyer would have to reach Gold status if they were planning to marry in 18 months and wanted to guarantee seats to the Maldives for the honeymoon.
Similarly, anyone with children would want to push for Gold in order to guarantee seats during school holidays.
I think this idea works. It requires only a minor tweak to the British Airways Executive Club programme but would have a disproportionate impact.
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How to earn Avios from UK credit cards (April 2025)
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 Mastercard
Get 25,000 Avios for signing up and an upgrade voucher at £10,000 Read our full review
Barclaycard Avios Mastercard
Get 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
30,000 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.
SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on the ‘free for a year’ American Express Preferred Rewards Gold card is increased from 20,000 Membership Rewards points to 30,000 points. Points convert 1:1 into Avios (30,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.
SPECIAL OFFER: Until 27th May 2025, the sign-up bonus on American Express Platinum is increased from 50,000 Membership Rewards points to a huge 80,000 points. Points convert 1:1 into Avios (80,000 Avios!) and many other programmes. Some people may see even higher personalised offers. Click here to apply.
American Express Preferred Rewards Gold
Your best beginner’s card – 30,000 points, FREE for a year & four airport lounge passes Read our full review
The Platinum Card from American Express
80,000 bonus points and great travel benefits – for a large 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, and the standard card is FREE. Capital on Tap cards also have no FX fees.
Capital on Tap Visa
NO annual fee, NO FX fees and points worth 1 Avios per £1 Read our full review
Capital on Tap Pro Visa
10,500 points (=10,500 Avios) plus good benefits Read our full review
There is also a British Airways American Express card for small businesses:
British Airways American Express Accelerating Business
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
50,000 points when you sign-up 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.
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