HARMONDSWORTH- British Airways (BA) is facing renewed criticism after journalist Andrew Neil publicly accused the airline of abandoning its most loyal frequent flyers. His remarks highlight deeper frustration with recent changes to the British Airways Club loyalty program.
The dispute centers on elite status benefits, boarding priorities, and a shift to revenue-based rewards at London Heathrow Airport, London (LHR), changes Neil says undermine decades of customer loyalty.
Photo: British Airways
British Airways Loyalty Changes
Andrew Neil, a long-time Gold Guest List member, used X to criticize British Airways for what he described as a broken loyalty proposition. The core of his frustration lies in BA’s move from distance-based rewards to a revenue-driven model, which now requires significantly higher annual spending to retain elite status.
Under the revised structure, Gold Guest List members must spend at least £65,000 within a year to maintain their tier. Neil argued that this threshold is unrealistic even for frequent business and first-class travelers who regularly route flights through London to remain loyal to BA.
According to PYOK, Neil said the new system signals a lack of respect for long-standing customers who consistently chosen British Airways over competitors for decades.
Photo: By Curimedia – Airbus A321 Iberia & A320 British Airways, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=23489511
Group 0 Boarding and Broken Elite Benefits
One of the most visible pain points is Group 0 boarding, introduced in March 2024. The benefit was designed to allow Gold Guest List members to board before all other passengers, reducing congestion at the gate.
In practice, Neil claims the benefit is inconsistently applied. Boarding announcements often skip Group 0 entirely, forcing top-tier passengers to queue with the general boarding groups.
He described this as symbolic of wider operational issues, noting that orderly boarding should be a basic strength for a British airline.
Photo: British Airways
Revenue-Based Loyalty Raises the Stakes
British Airways’ shift to revenue-based loyalty aligns with a broader industry trend, but the execution has drawn sharp criticism. Neil noted that years of carefully planned global travel through London no longer make sense under the new system.
He contrasted BA’s offering with competitors such as Emirates, Qatar Airways, Singapore Airlines, and Etihad, arguing their premium cabins now deliver better value and consistency for high-spending travelers.
Neil also expressed disappointment with BA’s leadership, stating that crew morale has declined and that pride in working for the airline has faded compared to earlier management eras.
British Airways’ customer service team responded publicly to Neil’s complaints, acknowledging his dissatisfaction. The reply, however, did little to calm the situation.
Neil doubled down, citing multiple first-class return trips to New York and Sydney, along with frequent business-class travel between Nice and London. He concluded that BA has become an example of a historic British brand losing its way.
Photo: Frank Kovalchek | Flickr
A Wider Problem Among Frequent Flyers
Neil’s comments echo long-standing concerns raised by frequent flyers since the loyalty changes were quietly announced in late 2024. While BA has made minor adjustments over the past year, many customers remain unconvinced that the program still rewards loyalty in a meaningful way.
Whether this dissatisfaction translates into sustained loss of premium customers remains unclear. What is evident is that trust among BA’s most frequent flyers continues to erode.
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