Originally Posted by ffgap

I agree that BAH is totally unattractive for frequent travellers that are active in hotel loyalty programs.

But perhaps they have premium leisure in mind. As an analogy, Hyatt made this big bet on all-inclusive resorts. Seems counter-intuitive considering they mostly catered to premium business travellers. But the times, they are a changing. Maybe BA sees a market of well-off premium leisure travellers which can be bothered to collect with BA but not be bothered to participate in secondary loyalty programs like Hilton Honors or Marriott Bonvoy...