Reply To: BA soft landings

[cats_are_best]

Surely the point of the soft landing is to keep someone loyal if/when their travel pattern fluctuates – I had many months not travelling due to a serious injury – there must be many other potential causes.

In the the current scheme, getting, say, 1500+ TP gives Gold plus a soft landing, it encourages getting enough TP to retain Silver, or perhaps regain Gold. The offer is ‘sticky’, it keeps customers engaged and protects BA revenue.

It’s the same logic for initial GGL vs GGL renewal.

If the new scheme offers no soft landing, then every year a sensible customer will make a decision whether to give BA any business at all.

That offer is not ‘sticky’, it encourages disloyalty, with the consequent loss of BA revenue from a customer who certainly was lucrative enough last year and may well be so again.