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Why is British Airways trashing the value of Avios in its own emails?

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A common theme across numerous articles in recent weeks has been questioning why British Airways seems determined to give the impression that it has trashed the value of Avios – even when, if most cases, it hasn’t.

I have said multiple times that I think advertising headline prices like ‘160,000 Avios + £350’ for an off-peak Business Class flight to New York is an error. I think quoting ‘18,500 Avios + £1’ for an off-peak Economy flight to Amsterdam to be madness.

Why is BA trashing the value of Avios in its own emails?

These statements imply, respectively, that you need a stupid number of points for a premium redemption (which isn’t actually true) and that Avios have virtually no value (which isn’t actually true). Who is going to be persuaded to get a British Airways American Express credit card after seeing that you need to spend £18,500 to get a ‘free’ Economy flight to Amsterdam?

If you are on the British Airways email list, you will have received an email yesterday about the current sale. We will do our own analysis of the deals but it will need to wait until we are back in the office next week.

This chart was prominent in the email:

Avios economy pricing

I mean …. who approved this?!

Running down the list, this chart implies that Avios are worth 0.44p.

If you’re reading HfP then you will know that this is nonsense, and that 1p+ is relatively easily achievable. Yet here is BA effectively telling its members that their points are worth 0.44p, and even less if you factor in the points earned back on a cash ticket.

Next week, I presume, it will be emailing the same people to take out an Avios Subscription (0.8p+ purchase cost), take advantage of a ‘buy Avios’ bonus (usually around 1.1p each), take out a credit card etc. It makes no sense to me.

Thanks to the multiple readers who forwarded the email to me with their choice comments.


How to earn Avios from UK credit cards

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 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

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.

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.

Comments (69)

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

  • Save East Coast Rewards says:

    Presumably the worst time to use Avios to book is during a sale unless the cash and Avios amounts are being reduced too

    • NigelthePensionerr says:

      No its the best time for using them for buying WT+ and upgrading to Club….. assuming of course that there are any routes worth booking on with a availability in Club. You then get a few tier points and avios back for the WT+ component of the booking – at your BAEC status level.

      • Save East Coast Rewards says:

        I forgot about that option. I need to find out if the GGL jokers can be used with upgrades

    • Harry T says:

      BA doesn’t actually have their best prices during a sale though!

  • Nick says:

    Maybe the BA marketing department is ‘going the same way’ as their IT department?

  • Andrew P says:

    Currently in vegas, other passengers spent £5k on their flights. There are some terrible redemptions available but there are also some great value ones too.

    • The Savage Squirrel says:

      I have nothing useful to add here except to record my envy. Always fancied Vegas over New Yr but then staying on a bit (probably moving to nicer hotel as prices drop in the post new year clearout). I’ve never managed it but you have :D.

      • Gordon says:

        Vegas is fantastic over new year, The fireworks are great launched from the hotel roofs, I am returning April this year for a few days for a 3 week drive of the triangle so will not be experiencing the NYE celebrations, But will be using my time wisely to stock up my wardrobe. Las Vegas North outlet is my favourite.

  • r* says:

    Maybe they are trying to make ppl think they are only worth 0.5 so that becomes the typical calculation used for non frequent fliers?

  • DidllyDee says:

    They are hoping ill-informed members spend their Avios this way.

  • patrick C says:

    Conceptually itnis tje old marketing saying where people can barely do mathbwith currency but a lot less with cash.
    The problem is that getting to 160k avios requires planning. So if you can do that you shoukd also be able to see the rip off

  • Frankie says:

    I don’t understand why they’re calling it the “Original Sale”. What’s original about it?

    • Save East Coast Rewards says:

      Their current marketing campaign is called ‘A British Original’

    • Lady London says:

      You mean they’ve stopped marketing as “The World’s Favourite Airline” ?

      • AJA says:

        To be fair, they dropped that slogan in 2001. The fact people still quote it shows how successful it was.

        BA also used to claim “we fly more people to more countries than any other airline”; a claim that no longer stands the test of time.

        • Magic Mike says:

          More recently BA also used the slogan “To fly, to serve”, but they had to drop that as they no longer serve and barely fly…

          (Yes I know it’s on their corporate “crest”, they really should come up with a replacement – “to fleece, to swerve”?!)

  • Thywillbedone says:

    The bigger question is surely why BA can’t update its flight search load screen images …I think I’ve been looking at the same blurry pictures of a purple bedroom/London Eye/ancient Chevrolet for about a decade now …

    • NigelthePensionerr says:

      If it aint broke – dont fix it!!

    • Save East Coast Rewards says:

      Looks like a Premier Inn to me, which is odd because I’ve never seen Premier Inn available via BA Holidays

    • Yona says:

      Think that everything I click search.

    • Bagoly says:

      There’s an Atlantis hotel at some point.
      I wonder whether whoever owns Atlantis paid for that placement?

      • Will says:

        I’m looking at Atlantis as I read this from W Palm, it’s very dated in itself compared to the many buildings that have come since.

        Also a week after standing up for Marriotts SNA’ I got truly bonvoy’d.

        My SNA request was approved 5 days before check in. Turned up at 3am to be told I could not have the suite as none available.

        Pulled out phone and checked on app in front of night manager, suites available to book for cash of the type confirmed.

        They would not budge, admitted the day after they would sell them for cash.

        Hotel offered a free dinner and to try and get my SNA’s reinstated and extended.

        Very tempted to test in U.K. court breach of contract as my reservation was cancellable for me 48 hours prior to arrival and I would have cancelled to stay in another option had the SNA not applied. Claim would be based on difference in price of room types.

        Also ultimate reservation guarantee is worth a try, which along with the SNA’s has serious holes in the way its terms are set out from a U.K. advertising perspective. I think there’s contract law that covers confirmed reservations that they are bound by.

        • Magic Mike says:

          Marriott will have to reinstate the SNAs, the hotel can’t do it. If they were about to expire they should give you an extra 6 months validity.

          • Will says:

            Understood. Having read the terms on the confirmation email, it constitutes the formation of a contract, it’s terms state that the SNA’s are not cancellable by me “ Now that your Suite Night Award(s) request has been confirmed, you cannot cancel it unless you cancel the entire reservation before 2 p.m. local hotel time one day before you arrive”

            There’s no mention of Marriott’s right to cancel, but any right on their behalf wouldn’t be a fair contract in U.K. law. As I’m based in the U.K. paid on points and used SNA’s I think that the contract was formed in the U.K. between myself and Marriott.

            I think marriott has got several issues here.
            1. The terms for the SNA don’t appear to be comprehensive, and even if they were any right to cancel once confirmed by them has questionable legality in contract law, especially so as the members right to cancel is explicitly forbidden
            2. A cancellation on arrival isn’t simply a failure to provide something, the customer has already incurred significant expense to turn up to a hotel with a confirmed reservation, so there is an issue of depravation of the holiday you booked, and quite legitimately you could have booked another hotel in advance of a similar room type (eg 2 room suite for kids to sleep separately)
            3. Marriotts own ultimate reservation guarantee offers 90k per night + room in alternative hotel (I’d argue can’t provide confirmed room so different lower catagory room is example of this) + 200usd per night.

            On that basis let’s go for the 90k points per night and assign a cash value to the court that Marriott sell points at which is $1125.

            So claim could be $1125 + $200 = $1325 per night.

            Also there’s as ASA interest in the way they advertise the SNA’s vs the way they operate them.

            Their terms are clear with respect to how they apply them, up to 5 nights before stay, not guaranteed, I’m ok with that.

            Once confirmed I’m confident is breach of contract should they cancel on arrival.

            Returning the SNA’s to me, all good and well but not very useful if they can be cancelled on arrival. Marriott assign a monetary value to a suite above a standard room, so it’s not acceptable to downgrade and claim there wasn’t a material difference to the experience. It’s quite legitimate that you would not have made the standard room stay, and a cancellation on arrival removes that choice from you.

            I *should* have walked myself, but at 4am on 28th December in Dubai your struggling.

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

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