To an airline, the most important people are CEOs or execs that dictate the travel policy for a large corporate; i.e. preferred airline for travel. Its not their individual spending but theirs firms total spending and this beats any individual spending.

I am aware that the have CIP (commerically important) designation next to their name on the passenger list, are always place in the front row, usually have the seat next to them left empty if possible (last to be filled) and are escorted by BA staff to departure gate and from arrival gate. Also, in the Concorde Room at dinner time they have a rare reserve sign on the table for when they want to dine.

Same treatment as is dished out to A-list movie stars and celebrities.