1. Catering. The food just seems to be getting worse and worse. You have recently downgraded the breakfast on Club Europe for several destinations and I have consequently stopped booking those flights. If I take a separate AM flight not linked to a long haul flight, I will now book Euro Traveller as the onboard food on morning flights in particular is simply not worth the premium of Club Europe.

2. A continued sense that BA is very much focused on cost cutting and 'optimisation' rather than actually improving the service, and as I increasingly fly on Qatar Airways, Cathay Pacific and Finnair within the OneWorld Alliance, BA frankly feels like it's falling behind and becoming a 'budget-plus' airline. It is price competitive, but so is Finnair, and I find even Finnair's product to be better (soft product). The on-ground experience is also not great. The First and Business Lounges at Heathrow badly need a refresh, particularly the awful toilets and showers. It almost feels like no improvement will come unless it is cost neutral.

3. The arrival experience at Manchester is AWFUL and it appears it will remain permanently bad. It takes 30 minutes from touch down to get landside now. The bussing process is pretty bad, even for Club Europe passengers who have to wait until a bus is full, and when the bus gets to a door after a long portside tour, waiting further before it is open. The closure of the LBA route forces me to go to Manchester, but I now have to seriously consider the disadvantage of a domestic arrival which further pushes me to fly Qatar, Cathay and Finnair on trips to Asia instead of BA because they will offer international arrivals into Manchester, which are smoother. Restarting flights to LBA will change the equation, if MAG can't find a solution to bus gating for domestic arrivals. Alternatively, create a premium bus gate experience similar to Qatar's first class and business class buses in Doha but set time from wheels down to landside as a KPI for MAG and hold them to getting this down to 15 minutes or less.

4. Despite the cost of reaching BA Gold having surged (I've made peace with this and remain Gold even though I could have been GGL in the old scheme) I don't feel I'm getting more for my money. I feel the benefits need to improve and there's no sign of anything coming down the tracks to improve the most expensive "top tier" status in Europe. I get more from my BA Club Gold status flying with Cathay than I do with BA itself with a more customised service and MUCH better lounges (T3 and the First lounges at Hong Kong) than even BA's best lounges (Concorde Room and Chelsea Lounge).

5. The app is awful. The website is just as bad. I can't complete way too many tasks like booking a trip using a Barclays Upgrade voucher that includes a Club Europe and Club World leg. Most Gold Upgrade Vouchers require a phone call too because the website breaks. I feel that BA still don't get it that Digital/IT is a core competency not to be so extensively outsourced in the AI age. Throwing billions at Tata will still leave you with a poor product until Digital is integrated into the very fabric and DNA of BA and how it seeks to grow.

6. The erosion of the Gold Upgrade Voucher. Switching from Point of Sale to Point of Commencement and married segments seems to have by stealth closed off the ability to unlock revenue seats for redemptions in most cases. Making the vouchers almost useless, which is a shame given the high level of spend required to unlock them. The vouchers earned from other airlines like Air France/KLM, Virgin and Finnair are all more attainable and more readily usable. Please fix the Gold Upgrade Voucher. I'd also welcome a GUF1 introduced at a lower threshold before the GUF2 at 35,000 tier points.

7. Transparency and easy-to-predict tier point and Avios earning on revenue fares. When I book a BA Holiday, the Tier Points are shown sometimes but not always, sometimes getting a message saying "Sorry there was a problem showing your rewards". Even when the 'rewards' are shown, the Avios is always wrong because it doesn't include the bonus Avios, even though the extra tier points are included. When it is a direct flight, the tier points are hit and miss. All of this can make it very difficult to establish whether or not one will likely hit Gold or Gold Guest List if marginal.

8. Finally, lack of tier points for surcharges on redemptions and from the Avios store. It made sense not getting tier points for redemptions in the old scheme, but on the new one, it does feel quite punitive/uneven when the BA surcharge is quite significant (>£1,200 per passenger on some routes like BA15/16 return in F). I'm not even clear you'll get tier points for SAF contributions on a redemption flight. Iberia club members earn Elite Points at a rate of 1EP/10 Avios earned on their equivalent shopping portal and I'm surprised parity is not offered on the BA side to offer 1TP/10 Avios earned on the Avios store in the UK.