I’ve been a loyal member of the British Airways Executive Club for many years, but the recent changes make it clear that other programs and airlines may be more deserving of my business. The rebranding to "The British Airways Club" feels like a complete departure from the airline’s rich heritage. Dropping the longstanding "Executive" from the name is puzzling—wasn’t that one of the aspects that gave the program its prestige and exclusivity?

The new card design really doesn’t help either. It’s not just uninspired; it’s unrecognizable as premium. It wouldn’t look out of place on a budget airline. Honestly, at first glance, I thought it was a Nectar card. The font size and alignment is just terrible. Remember when BA was about champagne and Concorde? Where’s the pride in BA’s legacy? It feels like change for the sake of change.

And then there’s the new spend-based Tier Point system. So, loyalty is out, and pure spending is in? Great news for those flying First on someone else’s corporate account, but for people such as myself who’ve shown up year after year, even on discounted fares, it feels like BA just said, “Thanks for your support, but we’re moving on.” This is a big mistake, and I feel my loyalty in flying oneworld over Star Alliance has been completely disincentivized. BA doesn’t go everywhere I need, so I rely on oneworld partners to fill the gaps. To now be penalized because BA lacks insight into that revenue is frankly terrible. Frequent flyers don’t just travel on BA—they travel on oneworld as a whole. What I woudl like to see is that the OW are credited all at a standard 100% - this would be a welcome concession from BA, but unless this is done, I will need to reconsider my loyalty program