British Airways’ loyalty programme, The Executive Club is unlocking even more benefits and flexibility to deliver greater loyalty rewards and value to its members.
Alex Cruz, British Airways’ chairman and CEO, said: “We’ve launched a multi-million pound investment plan to benefit our customers with a focus on excellence in the premium cabins and more choice and quality for all.
“Our Executive Club Members are highly valued and in response to their feedback we are reinstating the ability for Bronze, Silver and Gold Executive Club Members to reserve their seat for free on a basic fare. We are also introducing a new option to ‘status freeze’ for anyone on maternity, paternity or adoption leave.”
From June 14 any Bronze*, Silver and Gold Executive Club Members will be able to reserve their seat on a basic fare for free, members who may have paid to select their seat and are due to travel from that date can also receive a refund on the cost of the seat reservation.
Cruz continues: “Our members have told us that they love the basic low cost fare as they’re often travelling for business for a day and don’t want to check in a bag, but we understand they still want to be recognised for their loyalty, so we’ve reintroduced this valuable member benefit.”
Executive Club Members who may be travelling less than usual as they’re on maternity, paternity or adoption leave will now also be offered a ‘status freeze’. This means their membership will be put on hold for a year, so they don’t lose their hard-earned Executive Club Bronze, Silver or Gold status - even if they take fewer or no flights.
As a further bonus, parents who take the status freeze and enrol their children as part of their household account will receive a welcome gift of 1,000 Avios for doing so.
Cruz, said: “A huge number of our customers are parents so we’re extending their benefits for maternity and paternity leave and offering a gift of 1,000 Avios for their new baby. Just because they’re not flying for a while, doesn’t mean their loyalty and new arrival shouldn’t be celebrated and rewarded!”
The British Airways Executive club recently won best European frequently flyer programme and best FFP benefit for lounge access at the FlyerTalk 2017 Europe and Africa awards.
Executive Club members collect Avios, the Club currency to spend on things like flights and cabin upgrades. Members also earn Tier Points, moving them through the Executive Club tiers to unlock more benefits.
Silver and Gold members of the British Airways Executive Club can gain access to airport lounges with complimentary premium food and drink and quiet areas to relax or work.
There are many ways to earn Avios through hotel bookings, car hire and even every day shopping. In the last year alone the British Airways Avios eStore has helped Executive members earn over 268 million Avios, that’s enough to fly 2,680 times in Club World to New York.
The British Airways Avios eStore has over 800 retail partners including John Lewis, M&S, Boden and ASOS, allowing members to collect Avios while they shop with their favourite brands.
British Airways will be investing four hundred million pounds in Club World with an emphasis on improved catering and sleep. At Heathrow a First Wing check-in area with direct security and lounge access has opened, and lounges around the airline’s network are being revamped and improved.
The Club Europe cabin has been introduced on UK domestic services and recent catering improvements have been introduced in Club Europe as well as across all long haul cabins.
British Airways customers can look forward to the latest generation Wi-Fi across British Airways’ long-haul and short-haul fleets over the next two years.
Notes to editors:
- *Free seat selection for Bronze members seven days before departure. Silver and Gold Members can reserve their seat at time of booking.
- In order to qualify for the maternity/paternity/adoption leave freeze, members will need to provide a letter from their doctor, a birth certificate or documentation relating to the adoption or paternity leave and email it to firstname.lastname@example.org, along with their Executive Club membership name and number.
- Children enrolled in a household account can accumulate Avios points for flights, however only adults aged 18 years or over in the household account can redeem points.
- The maternity/paternity/adoption leave freeze offer is available to both biological and adoptive parents and members’ status will be extended for a further year.
- Members who have received complimentary status or have Gold or Gold Guest List membership for life are not eligible for the maternity/paternity/adoption leave freeze.
- Eligible Members are limited to a maximum of two approved applications for the maternity/paternity/adoption leave freeze within a five year period.
- The maternity/paternity/adoption leave and seat selection on short-haul basic are available to Executive Club Members around the world.
- Four hundred million pounds will be spent on Club World with an emphasis on improved catering and sleep, and a new seat in the future. At Heathrow a First Wing check-in area with direct security and lounge access has launched, and lounges around the airline’s network are to be revamped and improved. The Club Europe cabin has also been introduced on UK domestic services and all customers can look forward to the latest generation Wi-Fi across British Airways’ long-haul and short-haul fleets over the next two years.
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