I'd be keeping them as AMEX rewards for now as you can transfer to many different airlines. It all depends on where you're based and want to go and also whether you'll be traveling alone it with someone. I used some recently on a Singapore suites flight which was excellent. Lufthansa First is also on my list to try. If you do decide to use them on BA and won't be traveling on your own, get yourself the BA AMEX (I'm happy to refer you) and trigger a 241 voucher - that's where you get the real value. If you're traveling alone I'd be using them on an airline other than BA.