Originally Posted by
Yellowbelly
If you are a Gold member of The BA Club you can also 'purchase' any available First seat using Avios through the Priority Reward scheme but this is double the standard redemption rate - useful if you are Gold and have a stash of Avios you wish to burn.
Personally, I find that a waste of Avios as they can give much better value when redeemed elsewhere. GPR when used for short-haul Y at peak season can have good value but for Club World or First on long haul I have not yet seen any worthwhile opportunity.
It wouldn’t surprise me if BA is actually selling all available First seats anyway at the moment. There are currently plenty of travellers with plenty of cash, fed up of poor service in lower classes and buying up for something perceived better.