A new tier for Diamond Club - BLUE PLUS!
Feb 28, 2007, 7:29 am
#1
Original Poster
Join Date: Sep 2004
Location: New York, NY
Programs: Marriott Bonvoy Lifetime Tit, Hilton Diamond, BA Gold, Carlson Gold, UA*S,
Posts: 1,360
A new tier for Diamond Club - BLUE PLUS!
This is a busy day for BD:
bmi, London Heathrow’s second largest airline, is to launch a new customer initiative focusing on the business traveller following eight months of consultation and feedback with both customers and staff.
The initiative, which goes live on 2 April, will see the introduction of an improved offering and product for the airline’s most loyal customers – diamond club members.
While a paid-for in-flight catering service will remain a feature of mainline services from Heathrow, all diamond club members* will be entitled to complimentary food and drink onboard, priority seating towards the front of the aircraft and will continue to enjoy the benefits of one of the UK’s most generous frequent flyer programmes, through the lounge network and rewards scheme.
Under the new initiative diamond club will see the introduction of a new tier – blue plus – which is automatically awarded once 3,000 status miles have been earned in a 12 month period. Holders of blue plus, silver and gold cards will receive the complimentary in-flight meal as well all other diamond club benefits.
Nigel Turner, bmi chief executive officer, said: “We know that our most important customers are frequent flyers who often travel with us on business – a group that makes up a considerable proportion of our total passengers. They are looking for value for money, friendly welcoming service and want to be recognised and rewarded. Our new initiative delivers on all these points as well as helping to set out the future direction of the company, building on key strengths such as market-leading punctuality and a quick and efficient airport experience.
“Whilst our focus is on the business traveller we will continue to apply our ‘making travelling a pleasure’ ethos to all our passengers, whatever their purpose of travel. Customer feedback shows us time and time again that our people make bmi the preferred choice of airline, and significant investment in ongoing training will ensure that continues to be the case for all our customers.
“The airline industry has been through a period of massive change in the past five years – a process that continues today. By developing and evolving our products and services we can ensure we continue to meet and exceed the expectations of our customers and remain competitive in the marketplace.”
The frequent flyer programme will now be made up of four membership levels – blue, blue plus, silver and gold. Every time a flight is taken with bmi or a Star Alliance carrier, membership status miles and destinations miles are earned. Membership status miles build towards higher status, while destinations miles can be spent on award flights to hundreds of worldwide destinations with bmi and Star Alliance partners, or spent on anything from hotels to car hire
* any existing holders of the standard blue diamond club card will automatically be sent a blue plus card if 3,000 status miles have been earned in the past 12 months. Any new diamond club members earning 3,000 status miles in a 12 month period will also earn blue plus status. Members have to keep flying and earning status miles in each membership year to retain their status level
bmi, London Heathrow’s second largest airline, is to launch a new customer initiative focusing on the business traveller following eight months of consultation and feedback with both customers and staff.
The initiative, which goes live on 2 April, will see the introduction of an improved offering and product for the airline’s most loyal customers – diamond club members.
While a paid-for in-flight catering service will remain a feature of mainline services from Heathrow, all diamond club members* will be entitled to complimentary food and drink onboard, priority seating towards the front of the aircraft and will continue to enjoy the benefits of one of the UK’s most generous frequent flyer programmes, through the lounge network and rewards scheme.
Under the new initiative diamond club will see the introduction of a new tier – blue plus – which is automatically awarded once 3,000 status miles have been earned in a 12 month period. Holders of blue plus, silver and gold cards will receive the complimentary in-flight meal as well all other diamond club benefits.
Nigel Turner, bmi chief executive officer, said: “We know that our most important customers are frequent flyers who often travel with us on business – a group that makes up a considerable proportion of our total passengers. They are looking for value for money, friendly welcoming service and want to be recognised and rewarded. Our new initiative delivers on all these points as well as helping to set out the future direction of the company, building on key strengths such as market-leading punctuality and a quick and efficient airport experience.
“Whilst our focus is on the business traveller we will continue to apply our ‘making travelling a pleasure’ ethos to all our passengers, whatever their purpose of travel. Customer feedback shows us time and time again that our people make bmi the preferred choice of airline, and significant investment in ongoing training will ensure that continues to be the case for all our customers.
“The airline industry has been through a period of massive change in the past five years – a process that continues today. By developing and evolving our products and services we can ensure we continue to meet and exceed the expectations of our customers and remain competitive in the marketplace.”
The frequent flyer programme will now be made up of four membership levels – blue, blue plus, silver and gold. Every time a flight is taken with bmi or a Star Alliance carrier, membership status miles and destinations miles are earned. Membership status miles build towards higher status, while destinations miles can be spent on award flights to hundreds of worldwide destinations with bmi and Star Alliance partners, or spent on anything from hotels to car hire
* any existing holders of the standard blue diamond club card will automatically be sent a blue plus card if 3,000 status miles have been earned in the past 12 months. Any new diamond club members earning 3,000 status miles in a 12 month period will also earn blue plus status. Members have to keep flying and earning status miles in each membership year to retain their status level
Feb 28, 2007, 7:40 am
#3
Join Date: Apr 2005
Location: KEL (1 Km) or HAM (85 Km)
Programs: LH SEN
Posts: 1,129
I nearly spilt my Boddingtons over the keyboard reading this in the LHR domestic lounge. Nice idea, what about non B+ members or even other *A eite members? Can I get a snack for my wife even if she's not BD? It's going to be interesting to see how they operate the scheme.
Feb 28, 2007, 7:41 am
#4
Original Poster
Join Date: Sep 2004
Location: New York, NY
Programs: Marriott Bonvoy Lifetime Tit, Hilton Diamond, BA Gold, Carlson Gold, UA*S,
Posts: 1,360
What about a Platinum tier for those that get way way way above the 38,000 needed.
Thing is - what benefits could you give?
Thing is - what benefits could you give?
Feb 28, 2007, 7:43 am
#7
Join Date: Sep 2003
Location: ATL
Programs: DL Diamond, AA Plat Exec, Hilton Gold, IHG Spire Ambassador & Marriott Plat
Posts: 756
Nigel has at last listened. This sounds like a great improvement. I wait to see the execution for other *A S & G holders and spouses/travelling companions. However I am sure with the right planning and execution it could include acompanying passeger (family members).
Feb 28, 2007, 7:47 am
#9
Join Date: Jan 2005
Location: SIN 5 days out of 7
Programs: BD*G, A3*G, BA-S, Accor Gold, IHG Amb
Posts: 5,505
Perhaps we should all band together to set up our own airline loyalty consultancy 
I wonder if a look at the most frequent forum IP addresses here will indicate whether a certain consultancy has been viewing us regularly?? Or has the advice they gave been somewhat common sense?
I wonder if a look at the most frequent forum IP addresses here will indicate whether a certain consultancy has been viewing us regularly?? Or has the advice they gave been somewhat common sense?
Feb 28, 2007, 7:49 am
#10
Moderator: UK and Ireland & Europe
Join Date: Jan 2003
Location: Biggleswade
Programs: SK*G, Lots of Blue Elsewhere
Posts: 13,611
This is rather like the old Qualiflyer basic tier. Didn't that even get you lounge access at some airports?
KL used to have a Blue Plus, but I think that was effectively paid-for Silver.
KL used to have a Blue Plus, but I think that was effectively paid-for Silver.
Feb 28, 2007, 7:51 am
#11
Moderator: British Airways Executive Club, Marriott Bonvoy
Join Date: May 2006
Location: Englandshire
Programs: SPG LT Plat, BA G, BD*LG, MG Blue+ ...
Posts: 16,007
Feb 28, 2007, 7:53 am
#12
FlyerTalk Evangelist
Join Date: Feb 2004
Location: London
Programs: BA, VS, HH, IHG, MB, MR
Posts: 26,869
Note "THE complimentary inflight meal". This sounds a bit like a return to normal catering (ie no Kit-Kats to buy, just 1 or 2 choices of main course) except that some passengers will have to pay and some won't.
They are looking for value for money, friendly welcoming service and want to be recognised and rewarded.
No - they are looking for recognition that after spending £400 on a lastminute ticket we do not want to fumble for change to buy a coffee and sandwich plus waste time claiming it on expenses later
They are looking for value for money, friendly welcoming service and want to be recognised and rewarded.
No - they are looking for recognition that after spending £400 on a lastminute ticket we do not want to fumble for change to buy a coffee and sandwich plus waste time claiming it on expenses later
Feb 28, 2007, 7:57 am
#15
Join Date: Sep 2006
Location: Manchester, England
Programs: Bonvoy LT Plat, HH Diamond, IHG Plat, BMI Gold (RIP)
Posts: 8,013
Perhaps we should all band together to set up our own airline loyalty consultancy
I wonder if a look at the most frequent forum IP addresses here will indicate whether a certain consultancy has been viewing us regularly?? Or has the advice they gave been somewhat common sense?
I wonder if a look at the most frequent forum IP addresses here will indicate whether a certain consultancy has been viewing us regularly?? Or has the advice they gave been somewhat common sense?
It may just be that the senior management of BMI have been doing their jobs properly and have come up with a coherent plan going forward.
