Adam Daniels, CEO of IAG Loyalty, has a mandate to turn the frequent flyer program into a stand-alone profit center. And he told analysts one way to make it more user-friendly is to make the scheme simpler. “One of the things we’re goin g to implement is a single Avios balance across the airlines, so instead of having a balance in British Airways Executive Club, a balance in Iberia Plus, and a balance in AerClub, we’re going to have one virtual balance which is going to roll out individually in the airlines.”