British Airways Executive Club loyalty programme re-launched

British Airways is to introduce a series of changes to its Executive Club loyalty programme from July 1 2003 to make the scheme simpler, with more ways to spend BA Miles and better incentives for loyal customers.

The Executive Club, which has nearly five million members worldwide, is split into three levels of membership - Blue, Silver and Gold.

Key changes include:

- The creation of a global Executive Club, by merging the five existing schemes into one programme;

- Customers will now for the first time be able to use their BA Miles to upgrade to the next cabin on eligible tickets and to also use a combination of cash and BA Miles to purchase a ticket;

- Improvements to the website to enable members to manage their accounts entirely on-line, including redeeming their BA Miles;

- A new simplified system which enables customers to redeem their BA Miles on a travel zone basis rather than on a destination by destination basis;

- Entry and renewal thresholds to the Silver and Gold tiers have been aligned to make gaining and maintaining tier status simpler and fairer;

- The addition of more fare types on which members can earn tier points and BA Miles;

All Executive Club members will now be able to book their redemption tickets up to three days before departure on routes where e-tickets are  available. This is down from the 14 days notice required under the old terms and conditions;

Customers wishing to join the Executive Club as a Blue member will now have to take one qualifying flight.

Martin George, British Airways’ director of marketing, said: “By simplifying the club and creating a single global programme our objective is to deliver  better service to our loyal customers and offer them more chances to take advantage of flying with British Airways.

“The global simplified scheme will allow British Airways to respond much better to our customers’ feedback and offers greater opportunities to add  more benefits in the future for our members.”