This thread makes for some interesting reading. McK sold them exactly what they wanted to hear, but the reality is far from what the glossy powerpoints and PDF's say. Its clear that BA thought that FF would jump onboard with the BAC changes, not anticipating that the a large number of people who are Silver/Gold use BA over the likes of EZY/FR etc for intra european travel where the benefits outweight the cost.

A lot of my BA travel was WTP for work, a few trips a year plus a few personal trips always saw me comortably hit Silver and recently I was one of those that obtained gold thanks to X2 tier points.

If I had to replicate that now sans x2 tier points I would be lucky to make silver, so why even try? I would rather be more price conscious, use EZY for a direct routing and use the money saved for other experiences.

BA has absolutely lost my loyatly, and I know that I am not the only one.