I am extremely frustrated with the latest changes to British Airways’ loyalty program, which feel like another step in a long series of devaluations.
Over the past few years, the airline has made several changes that, in my view, have reduced the overall customer experience. These include removing free catering on short-haul flights, labor disputes and staffing changes, and ongoing reductions in the value of the loyalty scheme.
The current situation feels like another downgrade, and it reinforces the perception that the airline is prioritizing cost-cutting over passenger value. At the same time, I feel there has been little meaningful improvement in product quality, particularly in business class cabins and onboard service.
Overall, I no longer feel valued as a customer, and I am considering shifting my loyalty elsewhere. It feels like the only real way to respond is by choosing alternative airlines.
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