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Published on Tuesday, October 18, 2011

BA to relaunch its Executive Club

British Airways is re-launching its Executive Club for frequent fliers with a new ‘Bronze’ card tier.

The fourth tier will bridge the gap between Blue and Silver, making it easier for members to earn additional benefits.

Blue car holders will need half the number of points to be promoted to Bronze as they need to reach the Silver tier.

Bronze card member benefits include:

      Business class check-in

      Seat selection seven days before departure

      Earning 1.25 Avios (formerly Air Miles) for every mile  flown

      Dedicated telephone number (UK & US)

      Bronze tier luggage tags

British Airways’ managing director for brands and customer experience Frank van der Post said: “The re-launch of the British Airways Executive Club, which now has over 7m members worldwide, is part of a massive £5bn investment we are making across the whole airline on new aircraft, lounges, and technologies for our customers.

“The investment in the Executive Club will result in a greater range of rewards and increased recognition for members, with an exciting new Bronze tier, which will bring a new level of benefits to more of our frequent fliers.”

Currently, BA Executive Club members start as Blue card holders and qualify for a Silver card after collecting 600 tier points, including four BA flights, and move up to a Gold card after achieving 1,500 tier points, including four BA flights.

The new Bronze card will be awarded to members with 300 tier points or 25 single flights – half the number needed to achieve Silver status. Blue card members who have already collected 300 tier points or more will receive Bronze cards from November 16.

All Executive Club customers will now be able to collect as many tier points as they can in any one membership year, rather than start again when they’ve reached the next tier level.

A new brand identity has also been developed for the Club to create a greater sense of membership for members, including a new look for customers’ cards.

The redesign is intended to broaden the Executive Club’s appeal, to attract new members and give a stronger brand identity, said BA.

The Executive Club re-launch follows the recent introduction of the new reward currency, Avios, which replaces Air Miles.

By Linsey McNeill

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