whmere: I wasn't for a moment suggesting that loyalty programs don't matter. What I am saying is that to the majority of customers (EC members) what matters is:

- Do I get lounge access.
- Can I take the wife and kids for a free trip to Lanzarote each year.
- If I take my parter with me to Japan, can I upgrade them to Business Class.

etc...etc...etc...

What doesn't matter is, do I get 5,000 or 7,500 miles for my next trip. Does it cost 40,000 or 50,000 miles for a free trip to Rome.

The overall experience is important, not the detail.

BA are taking actions to improve the overall experience.


And finally, the Board of BA are not my friends, but they are doing a job and they are doing it better than I could do. I am sure there are people out there who know they could do a better job, given the fullness of time I am sure they will have chance to apply for a position.