AIRLINES around the world try to ease the strain by running frequent flyer programmes for customers, but British Airways certainly sets the bar with their unique products.
British Airways’ Executive Club programme is designed to not only reward customers for their continued loyalty but to also help them save more on their travel, and make their journeys more enjoyable. The British Airways Executive Club is free to join and has over seven million members worldwide. Upon joining, customers can earn Avios, a special reward currency, on flights with the airline and its one world partners, as well as on hotel rooms, car hire, credit card expenses, and even everyday things such as shopping.
Moran Birger, Commercial Manager for British Airways in Ghana, says that as a member of the Club, it is just as easy to spend Avios as it is to collect them. “Avios can be exchanged for lounge access, priority check-in, cabin upgrades, and a host of other service benefits on the ground and in the air. You can also access exclusive offers and services such as priority boarding, and as you advance through the tiers the privileges also increase.”
Members of the Executive Club also receive Tier Points, which enable them to advance from the entry-level Blue Membership through Bronze to Silver and finally Gold Membership. Members’ Tier Points earned during the year are also added up to become Lifetime Tier Points, which ensures that upon attaining the required 35,000 Points, a Member can become a Lifetime Gold Card holder.
The Executive Club also enables Members to open a Household Account, where they can pool Avios with up to six other Members living at the same address, for free. Members can also transfer Avios to friends and family for a fee, or can buy Avios as a gift for other Members and spread the rewards. “It is also possible to buy Avios to top up your balance if you do not have enough for the particular reward you seek,” explains Birger.
British Airways realises that a significant amount of business travel is paid for by companies, and in the specific case of small and medium-sized businesses, they are usually not able to enjoy more than special fare offers. Birger explains this as the reason the airline launched a unique SME loyalty program called On Business in 2010. “On Business is a special loyalty scheme which gives SMEs similar rewards as are on offer from Executive Club membership. What is even more special about On Business is it creates a big win-win situation for all, as both the company and the employee earn points on flights and other services from partners.”
Companies can join On Business, also for free on the airline website, ba.com, and delegate up to three empoyee contacts and up to five travel agents to manage the account. There are no membership charges, although companies would only start earning membership points after their first two flights.
African Eye News
