I sent the following e-mail to BA this week, and with the reply arriving today, which i find laughable and lamentable

"I am taking this opportunity to make my immense displeasure known, regarding the recent changes initiated by BA with the soon to be former Executive Club now becoming simply the Club.

The fact that this was rolled out and as usual spun as being beneficial or should I use the words "an enhancement" which has often been bandied out to the public by BA when in cost cutting mode (brunch gate anyone), and to say this has been requested by members is absolute nonsense and disingenuous of BA ,as you are in no doubt aware the vast majority of members are appalled with this condescending and patronizing stance taken by BA.

Last year I had a spend of approximately £25k and I have already qualified for Gold until 2026, but I have "absolutely zero interest" in this status now, under the new qualifying criteria I would easily qualify for Gold going forward, but I cannot overstate my extreme annoyance with main grievance , pertaining to the fact I was only 5 years away from being Gold For Life, now this has pretty much doubled to 10 years in one foul swoop of the BA axe.

Therefore I have decided to no longer continue to use BA as my preferred carrier and Oneworld as my preferred alliance, and my future monetary spend will be elsewhere in particular with Latam and their Latam Pass frequent flyer Loyalty program which will now best serve my needs as I reside in Brazil, so my travel to the US will be with LA and DL and to Europe LA and AF and perhaps even VS when they start flights to Brazil later this year, and going east my options will be the outstanding EK (Sir Tim Clark has done a sterling job at the helm with that carrier).

I have just made my first bookings for 2025, a spend of over well over £5k and going forward this year I will easily have an £18k spend going to Latam and will easily attain "Black Signature" status with Latam Pass, which is the BA equivalent of GGL, were it not for the radical changing of the goalposts regarding GFL with BA I would have gladly remained a happy customer with BA, I am sure the bean counters at Waterside have modelled who will leave BA and who will just have no choice in the matter and continue to use BA and your revenue will increase which of course is your main aim, but in my case my annual spend of £25k will be going elsewhere, I am certain that as an individual I represent no lost to BA, but multiply that by many thousands of other similarly disgruntled members of which you plainly know exist, I suspect that's a nice extra revenue stream that has simply now evaporated.

Even in the event that BA should back pedal and row back some of these changes, (DL recently anyone) I will either way, not be back as the damage has already been done and I simply no longer have trust in BA.

Expecting a cut and paste reply with little to no empathy to my complaint."

BA Reply

Dear Mr RGMD11

Your feedback to British Airways.

Thanks for getting in touch and sharing your feedback with us. We appreciate why you needed to let us know.

We do understand that any changes made can affect our customers in different ways, so your comments are always welcome. As our customers’ needs evolve, we are always looking at ways to make our loyalty programme more rewarding. Please be assured I’ve shared your comments with our management team.

We’re committed to making continuous improvements across all areas of our business, and we hope you’ll see these positive changes soon.

Best regards

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British Airways Customer Relations