Both but revenue is valued higher i would say. As people have said loyalty is used as a tool to drive this and ultimately BA is a business. For there to be things like executive club a business has to be making money to be able to offer some of the free benefits. Cant say im surprised that there have been changes to executive club, after all BA want to have regular passengers and maximise the revenue they are getting from them.

******all opinions expressed are my own and do not represent those of ba or iag******