BA Consolidates Worldwide Executive Club Loyalty Programme

14 March 2003

In an effort to simplify and improve its Executive Club loyalty programme, British Airways this month announced sweeping global changes.

Ahead of its relaunch date on July 1, the Executive Club remains one of the most complex loyalty operations in the world, with over 22,000 different rules governing five regional programmes and membership administered via three different IT platforms.

“Our staff [were]in an almost impossible position where they couldn't understand the programme; they couldn't explain even the most fundamental questions to our members because it depended on where the member was from, what their rules were and where they were flying to,” Chris Jansen, BA’s director of global marketing told “So now, we've got one global program, and one global training program for our staff.”

Jensen says that the new, unified Executive Club aims “to take the best parts from all the current regional programs, and to try to [provide] more differentiation based on member value.”

The revamp allows Executive Club members to use BA Miles to upgrade eligible tickets; also to combine cash and Miles to buy a ticket. Families will be able to collect and redeem Miles collectively; and the carrier is reducing from a fortnight to three days the time taken to acquire a ticket using Miles.

All 1.5 million club cardholders (graded into gold, silver and blue membership bands) are being told of the changes via a direct mail campaign by UK direct marketing shop Tullo Marshall Warren.

A question mark, however, hangs over the Club’s database management and membership administration, a massive contract outsourced in the UK to marketing services agency Prolog.

No-one at BA or Prolog was available to confirm whether the consolidated operation will be awarded to the British agency or its US and Asian-Pacific counterparts. [The airline is known for its eleventh-hour negotiating tactics with service agency contracts.]

Data sourced from: and; additional content by WARC staff