Try other airlines, check comparison sites like Momondo or Expedia.

If you travel regularly and a lot, the strategy of booking the cheapest fares irrespective of the airline can result in life changing savings - it can make the difference between retiring years earlier rather than having to work till you drop.

I always check sites like Expedia first and if the fare difference is significant then I'd go for it - this explains why I struggle to even get to Silver with BA this year but the massive savings accumulated over the years far outweigh any status benefits.