Unpopular opinion: BA has made a bold move to preserve exclusivity

[Thaliasilje]

For those who can afford it, The British Airways Club might indeed become truly rewarding.

When everyone feels entitled to perks, no one feels special. Perhaps BA is betting that by narrowing the pool, the remaining members will feel the exclusivity they’ve been craving.

For years, BA lounges (and most lounges nowdays) have often resembled glorified zoos. It’s hard not to notice the irony in calling them “lounges” when half of Heathrow Terminal 5 seems to be inside trying to drink as much champagne as possible to get the right value.

Time will tell.

[Garethgerry]

It will take a year to shake out, but will see what happens. When thefirst lounge (not CCR) is a zoo , know gold is too easy to get

[masaccio]

It’s not likely to change the behaviour of people doing half-a-dozen CW returns a year, but it will pretty much kill Gold for wholly leisure travel. Even in F, £20k is quite a lot of long haul leisure flights.

I thought airline revenue management was all about balance, so it does seem a bit odd to through leisure travellers under the bus.

But BA has all the data we do not so I imagine this will work out well for them somehow.

[Super Secret Stuff]

Think you should rephrase to “ BA has made a bold move to avoid paying for bigger lounges and putting in the effort to make them nice”

[JDB]

Super Secret Stuff wrote:

Think you should rephrase to “ BA has made a bold move to avoid paying for bigger lounges and putting in the effort to make them nice”

There’s far more to it than overcrowded lounges (and where are finding the additional space at T5). Status has been radically devalued by handing it out for peanuts. It’s just restoring things to where they were so that only the best passengers get rewarded.

[davefl]

Nothing to do with saving BA a fortune in booze and food, nothing at all, honest guv.

They’ll also be able to cut the headcount on the gold line and many other things I’m sure.

[BA Flyer IHG Stayer]

Space for Lounges at T5

5A – there is a space behind the wall from the F wing to the F lounge which I belive is used as office or storage space. It’s not a significantly large space but would permit some expansion. When you go through F Security and enter the corridor to the left there is a door to the space and it’s the length of the walk to the horse lamp.

There is also some rationalisation of the rest of the space that could be done too.

5C – there is shell space already there above the gate area- escalators aleady in place but behind a hoarding but visible if you know where to look! Would be relativly quick for it to be kitted out. I’d sugegst this will happen before they start the refurb of the 5a lounges so they can divert some passengers straight to 5C

[Thaliasilje]

I find it hard to believe that this isn’t a thoroughly informed decision by BA, regardless of what the majority here might think. They have access to so much data that this is surely a calculated numbers game albeit with some refinement as the dust settles!

[Maples]

I always found it weird how people would do tier point runs and all that nonsense just for status rather than gaining it naturally. Props to BA for making a change but it was probably quite overkill, but what do I know, I’m pretty broke compared to the main readers on here.

[truckeruk]

It makes little difference to me. I dont chase status only benefit to Silver is the ability to book seats at time of booking. Flying in J I have lounge access and priority check in etc. As long as I can achieve perceived value using avois and 2for1 vouchers this change makes very little difference.I think most leisure travellers who collect Avois and vouchers from amex and Barclaycard will continue as before, despite all the shouting and threats of taking business elsewhere, and if it makes the lounges a more pleasant place to visit bonus.

[points_worrier]

There is a reason the US airlines have elite miles option as well as elite spend option. It has swung from rewarding those who took many (?too many) flights for a journey, to those who have paid too much for their journey. I feel there was some middle ground to be had that doesn’t annoy the majority of their customers, even if they are keeping the most profitable happy.

[JDB]

What’s funny is that one has been reading here for a good while endless (and often unjustified) complaints about overcrowded BA lounges and how poor the food/drink is, dirty loos etc. are but when BA helps out by taking away that awful experience, suddenly the tune changes to lounge access being a treasured benefit.

[ross]

truckeruk wrote:

It makes little difference to me. I dont chase status only benefit to Silver is the ability to book seats at time of booking. Flying in J I have lounge access and priority check in etc. As long as I can achieve perceived value using avois and 2for1 vouchers this change makes very little difference.I think most leisure travellers who collect Avois and vouchers from amex and Barclaycard will continue as before, despite all the shouting and threats of taking business elsewhere, and if it makes the lounges a more pleasant place to visit bonus.

THIS.
I could not agree more.

Are people annoyed as they won’t get:
– Lounge Access when flying economy?
– Free baggage?

The only Lounge really worth all the hassle is the Concorde Room. After that it is an average buffet, in a crowded room. Yes, it’s nice to have something for “free” but the breakfast at even Giraffe was ten times better.

Free baggage allowance. I can see how that has a cost impact.

Free Seat Selection. I really don’t think this is a hill anyone would die on. Noe spend a fortune to obtain.

[HampshireHog]

I’m chuckling at the proposition that anything at BA would be “exclusive”…

[Iranicus]

An angle that hasn’t been discussed much is that BA might be doing this to combat claims its executive club encourages increased fossil fuel use through TP runs. At least some thought must have been given to global warming and how governments might try and tackle it.

Going one step further, you could even argue that the new structure is future proofing for a time when air travel is restricted.

[vzzbuckz]

I agree with this move. I never really understood why people would spend circa £3,500 via TP runs, to get Gold but that’s just me. I thought AMEX Plat, at £650 per year was expensive and you don’t have to travel half the world to get it. That being said, there is talk on the AMEX BA Plat Plus giving some value ref tier-spend soon? A sort of part payment for status so you may still be able to but status, but without all the required travel.

[FlyingTayto]

ross wrote:

truckeruk wrote:

It makes little difference to me. I dont chase status only benefit to Silver is the ability to book seats at time of booking. Flying in J I have lounge access and priority check in etc. As long as I can achieve perceived value using avois and 2for1 vouchers this change makes very little difference.I think most leisure travellers who collect Avois and vouchers from amex and Barclaycard will continue as before, despite all the shouting and threats of taking business elsewhere, and if it makes the lounges a more pleasant place to visit bonus.

THIS.
I could not agree more.

Are people annoyed as they won’t get:
– Lounge Access when flying economy?
– Free baggage?

The only Lounge really worth all the hassle is the Concorde Room. After that it is an average buffet, in a crowded room. Yes, it’s nice to have something for “free” but the breakfast at even Giraffe was ten times better.

Free baggage allowance. I can see how that has a cost impact.

Free Seat Selection. I really don’t think this is a hill anyone would die on. Noe spend a fortune to obtain.

Not everyone just uses LHR lounges, some of the BA outstation lounges are very pleasant with decent quality of food as well.

Lounge access on partner flights too.

Seat selection is also a good benefit on long haul, again with both BA & partner airlines.

Some/many people may not care, but there will be many who do. I’d imagine those who flew BA from regional airports into LHR & connected onwards due to loyalty will now look elsewhere.

[FlyingTayto]

vzzbuckz wrote:

I agree with this move. I never really understood why people would spend circa £3,500 via TP runs, to get Gold but that’s just me. I thought AMEX Plat, at £650 per year was expensive and you don’t have to travel half the world to get it. That being said, there is talk on the AMEX BA Plat Plus giving some value ref tier-spend soon? A sort of part payment for status so you may still be able to but status, but without all the required travel.

Many of those who do Tier Point Runs for status enjoy the travelling/flying aspect of the run, it is a hobby for them to experience different routes, types of planes & other OW airlines, with a benefit at the end for what they have spent their money on.

[masaccio]

HampshireHog wrote:

I’m chuckling at the proposition that anything at BA would be “exclusive”…

Outside the frequent flier bubble I think you’ll find that most people consider any form of business class travel exclusive.

[meta]

JDB wrote:

What’s funny is that one has been reading here for a good while endless (and often unjustified) complaints about overcrowded BA lounges and how poor the food/drink is, dirty loos etc. are but when BA helps out by taking away that awful experience, suddenly the tune changes to lounge access being a treasured benefit.

The problem is that BA almost certainly won’t invest money into better food/drink and increasing staff for better maintenance and service. In fact, I think they’ll double down and make the lounge experience even more miserable. This is a calculated cost-cutting measure nothing else. They are testing how little they can provide and still be profitable. Great for you as a shareholder.

[AJA]

As ever things evolve and people get upset at change but as another self-funded leisure only traveller this makes no real difference as I pay for business class tickets or use Avios to buy reward seats in business so would still get the benefits of priority check in and lounge access and more space on shorthaul Club Europe flights or flat bed on longhaul. As @truckeruk wrote the only real benefit of Silver is pre-selecting seats for free. Bronze status is as much as I am likely to get with my current travel plans. I had been considering a BAH in May which would have got me Bronze again but as the double tier points promo dates have changed that plan has now gone. I might still get there via BAH spend but sharing the TP with my OH doesn’t work so well.

On the other hand as spending on the BAPP will now count towards TP earning I am curious to see how this will actually work but potentially you could achieve Bronze by spending £25k on the card including wasting £1k on buying SAF credits and achieve Bronze status without ever stepping on a plane let alone a BA one. Or do you still need to do 2 flights on BA metal?

[NorthernLass]

Don’t forget the status benefits don’t just apply to BA. It’s incredibly useful, for example, to be able to have free checked luggage on AA short haul, free seat selection on IB which includes the exit rows and XL seats, and lounge access in any class on QR.

[FlyingTayto]

AJA wrote:

As ever things evolve and people get upset at change but as another self-funded leisure only traveller this makes no real difference as I pay for business class tickets or use Avios to buy reward seats in business so would still get the benefits of priority check in and lounge access and more space on shorthaul Club Europe flights or flat bed on longhaul. As @truckeruk wrote the only real benefit of Silver is pre-selecting seats for free. Bronze status is as much as I am likely to get with my current travel plans. I had been considering a BAH in May which would have got me Bronze again but as the double tier points promo dates have changed that plan has now gone. I might still get there via BAH spend but sharing the TP with my OH doesn’t work so well.

On the other hand as spending on the BAPP will now count towards TP earning I am curious to see how this will actually work but potentially you could achieve Bronze by spending £25k on the card including wasting £1k on buying SAF credits and achieve Bronze status without ever stepping on a plane let alone a BA one. Or do you still need to do 2 flights on BA metal?

But it does make a difference to many self funded leisure travellers who don’t make every flight in business.

I typically would fly Long Hauls in business with BA to qualify for Silver, with that status then use BA, connecting via LHR onto a SH European destinations as it made the extended journey time & increased cost worth it given the benefit of that loyalty.

If the flights out of BHD & BFS don’t suit I’ll probably just travel to DUB for LCC & LH flights now & likely no longer with BA as it isn’t cost effective with lack of status benefits.

[masaccio]

NorthernLass wrote:

Don’t forget the status benefits don’t just apply to BA. It’s incredibly useful, for example, to be able to have free checked luggage on AA short haul, free seat selection on IB which includes the exit rows and XL seats, and lounge access in any class on QR.

I’ve certainly benefited a lot from that and my next US trip I have preferentially chosen AA because I have status to book basic economy and get these benefits.

Looking ahead, retaining silver is £7.5k which even with the BA Amex offset of £2.5k is 2-3 CW flights a year. That’s a lot for any leisure traveller and would be an ‘exclusive’ group of people.

The more I think of this, it’s BA returning to its core business traveller market. What still puzzles me a bit is how sustainable this is when even PwC is making noise about shifting away from business class flights for all but its most senior people.

Where I work we’ve never done much business class travel (about a dozen members of the exec only) so I’ve never understood companies spending what Rob says is £12k on a flight to NYC. Is that really a credible target market?

[AJA]

NorthernLass wrote:

Don’t forget the status benefits don’t just apply to BA. It’s incredibly useful, for example, to be able to have free checked luggage on AA short haul, free seat selection on IB which includes the exit rows and XL seats, and lounge access in any class on QR.

True, but only if you have Silver/OW Sapphire status or higher and aren’t flying Business class with those airlines. If you’re a lowly Bronze like me it makes no difference. My point is that the chances of getting back to Silver let alone Gold seem more remote than ever. But for the most part I fly Business class anyway so get most of the benefits that way. I appreciate that’s my case and not yours but as ever it’s how we are individually affected that counts. I used to aim for Silver or try to renew it but really haven’t missed much since dropping to Bronze. And now I will drop to even more lowly Blue. I might regain Bronze with the help of BAPP spend but that’s it. I am clearly not the target market for status but am still a business class leisure flyer so get most of the benefits regardless.