Originally Posted by
HaleiwaFlyer
The goal is to make their stockholders richer; the transition to revenue based loyalty program is one way to keep company revenue growth going. If they follow AA's LP lead, then the ultimate long term goal is to make BA spend part of everyday life (ie., use BA credit card on groceries and utility bills...etc).
Agree, and I think that’s happening with Avios. We’ll see how it shakes out.
With AA, they had already implemented the spend-based program so adding LPs to the mix actually made things easier for many and I think achieved the goal of pulling certain people further into the AA orbit. I remember when AA rolled out the spend requirement (EQDs) as a combo with miles / segments. There was pushback and some no longer retained EP etc.,
but they did it in a way that wasn’t so jarring.
I think that BA is getting too cute with this when factoring in the recent year-end changes. I equate it to what Delta did in 2024 and then had to walk changes back within a week due to the adverse reaction.