Being GGL allows me to redeem my Avios that I earn from the airline effecitvely any time and route of my choosing. That has significant value, and as such I choose to fly the airline wherever possible - in the knowledge that my 'reward' is always available in the form of family holidays. The relationship is symbiotic in that respect.

Then the additional benefits of partner cards, GUFs, etc. all add weight to the benefit of status. So for me, that's why it means so much...



Plus I get shiny bag tags.