bmi diamond club - More Porkies from BD

I've just recieved this email from bmi:how our new fare structure affects you

We recently made you aware of the changes that we are making at London Heathrow that will mean the launch of Europe's first modular airline service from 1 August 2005. As part of the changes, we're looking to simplify our fare structure for you.

You'll be aware we have developed three fare families into which our existing classes are grouped when booking flights with bmi online. These fare families will be live online from 1 November 2005 and will help you choose the best fare for your needs, based on cost, flexibility and the miles you'll earn as a diamond club member. In addition to our existing fares, a new fare family has been created for our new low-cost bmibaby tiny fares, which are only available for sale online, and provide a true low-cost option for all our travellers.

In line with our new fare families we're introducing some changes to the miles you earn, so they will more directly reflect the fare you pay. Whilst making these changes we've ensured diamond club continues to be more competitive than other airlines' schemes out of London Heathrow.

To see the number of miles you'll be able to earn in each class and for more information, click here.

Over the coming weeks we'll be keeping you up to date about the changes, what they mean for you as a diamond club member and how they will help you choose the best ticket for your needs.

Yours sincerely


Adeline Hampton
diamond club manager
Basically, I think they're being misleading. I've sent the following reply:
Dear Ms Hampton,
you sent me this email. In it you claim that
'In line with our new fare families we're introducing some changes to the miles you earn, so they will more directly reflect the fare you pay. Whilst making these changes we've ensured diamond club continues to be more competitive than other airlines' schemes out of London Heathrow.'

The link states the following:
' Some of our lowest cost fares (including our new bmibaby tiny fares) will not offer miles, as they are so very low. We'll be phasing this change in gradually - so from 1 August 2005 only T, N and E class fares will not earn miles. After 1 November 2005 this will apply to all our bmibaby tiny fares as well. '

I want you to justify your statement that diamond club will remain more competitive than any other airline schemes out of London Heathrow.
If I fly on BA on any domestic flight and have miles accredited to their Executive Club frequent flyer program, I will receive 25% of miles flown, even on the cheapest fare. If I fly on BA on any domestic flight and have miles accredited to the Qantas FFP, I will get a minimum of 125 miles for every flight taken. Regardless of fare paid. If I fly with British Midland on one of their 'tiny' fares, I will not receive any miles at all.
I basically believe that you are being misleading about 'diamond club continues to be more competitive than other airlines' schemes out of London Heathrow'.
As you have sent this email to me, it is a form of advertising. Therefore if you do not reply to this mail and prove that ''diamond club continues to be more competitive than other airlines' schemes out of London Heathrow' I will take this matter forward to the Advertising Standards Authority.

Yours sincerely,
ramraideruk.

I basically think that they are misleading us with their 'most competitive' line.
What does everyone else think? Should I take this forward to the ASA?

Should I take this forward to the ASA?

Well you've already said that you will if she doesn't reply and prove their claims, so I suppose you have to be as good as your word, otherwise it's just an empty threat.

I took Expedia to the ASA a while back, about a fare to Miami that didn't exist. And I won. I'm not worried about doing it, I just want to know if you think that it's justified? I just think that they are being misleading.

The problem with the notion of a 'competitive' FFP is its vagueness, referring to an overall package of features rather than a single one. Only if BD was systematically poorer could it be established that the statement is false. Fact is that QF redemption rates have become shockingly poor whereas BD ones are very good.
For some people, BD's scheme is better whereas for others QF will be. I do not think that it can be said that BD's scheme is not competitive compared to QF's.

In addition to NickB's point, I would add that the email cleary specifies the calculation on which the "competitive" assertion is based. Unless the calculation itself s factually incorrect, this isn't misleading; consumers can make up their own mind about whether Diamond Club is competitive based on how the explicit earnings table relates to their own travel patterns.

It's bloody cheeky, though.

Fact is that QF redemption rates have become shockingly poor whereas BD ones are very good.
For some people, BD's scheme is better whereas for others QF will be. I do not think that it can be said that BD's scheme is not competitive compared to QF's.

Agreed, but there was one huge difference in how QF managed the change, they gave many months notice of it, sending information out in writing to all members at all levels showing comparisons of what was and what was coming and many people took the opportunity to burn miles. With BD and LH changes, you find out about them after they happen or at best, a few days before with no chance to do anything.