BA now offering lifetime Gold

[Flashback]

Executive Club | Lifetime recognition | British Airways

Interesting that they are now offering lifetime gold for life, e.g. OWE

"When you've earned 35,000 Lifetime Tier Points, you will receive Gold Membership for as long as you are a Member of the ClubWhen you've earned 35,000 Lifetime Tier Points, you will receive Gold Membership for as long as you are a Member of the Club."

 

[Princess Fiona]

Executive Club | Lifetime recognition | British Airways

Interesting that they are now offering lifetime gold for life, e.g. OWE

"When you've earned 35,000 Lifetime Tier Points, you will receive Gold Membership for as long as you are a Member of the ClubWhen you've earned 35,000 Lifetime Tier Points, you will receive Gold Membership for as long as you are a Member of the Club."

Wonder if Red Roo is reading this ?

 

[kpc]

At the recent QF lunch, I asked Stephanie Tully whether QF would consider offering a lifetime QF platinum status...the answer was a definite "no"

 

[Flashback]

At the recent QF lunch, I asked Stephanie Tully whether QF would consider offering a lifetime QF platinum status...the answer was a definite "no"

If only your SC could be moved to BA :mrgreen:

 

[madrooster]

This is somewhat concerning though:

7.2. British Airways reserves the right to change or withdraw Lifetime Status for both new and existing Lifetime Status Members and will give at least 6 months’ notice of the change or withdrawal of this benefit. This will not affect a Member’s entitlement to use other services.

 

[samh004]

I'm surprised at two things, one that there's no level below this, but two that they're making this effort to appeal to keep customers travel within BA (or at least crediting to BA).

At 35,000 TP if you were getting a CCR card every year it'd only take you 7 years, but if you were just flying enough for Gold that's over 23 years, which is in line with how long as a Platinum with QF it takes to reach LTG (half the time - over 11 years). So it's at an attractive, should be easy to reach level, that rewards loyalty at the right time.

And you only need to hold Silver (OWS) for 59 years to be rewarded with Gold membership for all those years

 

[Timsboot]

This is somewhat concerning though:

Qantas have the same rights. Up front in their T&Cs they say

"3.1 Subject to clause 3.2, Qantas reserves the right to make any changes (whether material or otherwise) to Qantas Frequent Flyer, the Terms and Conditions, the PDS, the Awards or Benefits offered and the Fee Schedule"

This is broad enough to allow them to cancel lifetime status if they wanted to

 

[TonyHancock]

Qantas have the same rights. Up front in their T&Cs they say



This is broad enough to allow them to cancel lifetime status if they wanted to

...and as more and more folk reach what was, I suspect, viewed as a way off goal when it was introduced you'd have to think they would want the ability to can it or change it.

 

[ozmille]

So that is 2 OW airlines now offering a possibility to get Lifetime Emerald, come on QF (not that I would ever reach it if they bring it in though)

 

[samh004]

...and as more and more folk reach what was, I suspect, viewed as a way off goal when it was introduced you'd have to think they would want the ability to can it or change it.

I don't think the numbers of those achieving it on AFF are an accurate reflection of the burden on the program. For one, most member here who have achieved it are either now in Aanother program or are at a level higher than Gold anyway, so they're not really a cost to "Gold".

Then I'm sure they have a lot of members who 'leave' the program each year by death, so the number is probably always changing, and if they do somehow record every time the lifetime benefit is used, ie. not by class of travel or a higher status card from QFF or a partner being used, I'm sure the burden is quite small.

Though I'm sure anyone could spin the numbers the other way.

Having a "target" is a great thing in a program to work towards.

 

[harvyk]

Having a "target" is a great thing in a program to work towards.

It could work the other way as well, once you have life time OWE, there is hardly any incentive to keep your entire travel budget within the OW family, considering that you will be treated well no matter how much or little you fly, and as such something like *A top tier may become the new thing to keep, knowing you have the OW thing in the bag.

 

[samh004]

It could work the other way as well, once you have life time OWE, there is hardly any incentive to keep your entire travel budget within the OW family, considering that you will be treated well no matter how much or little you fly, and as such something like *A top tier may become the new thing to keep, knowing you have the OW thing in the bag.

I was speaking more of QF removing their low to mid-range targets. But that does raise a good point.

I wonder how many are close and why BA chose to make available such a target? Almost seems like they're targeting some of their members who they don't want to lose

 

[harvyk]

Almost seems like they're targeting some of their members who they don't want to lose

That is certainly something which could badly backfire. What makes someone a person whom an airline doesn't want to lose and thus is willing to dangle status for life in front of? Yes they do have a get out of jail clause in their T&C's, but just look at the absolutely uproar caused when AA have tried to limit the "Free First class flights for life" promo which they had in the 80's and are still paying for now.

 

[samh004]

That is certainly something which could badly backfire. What makes someone a person whom an airline doesn't want to lose and thus is willing to dangle status for life in front of? Yes they do have a get out of jail clause in their T&C's, but just look at the absolutely uproar caused when AA have tried to limit the "Free First class flights for life" promo which they had in the 80's and are still paying for now.

But it's only an issue if you continue to use the status/fly with them. I doubt very much anyone that got to that level quickly (say within 7 years) would suddenly only fly economy and abuse the benefits. If you've been flying premium, you're going to continue flying it.

 

[harvyk]

But it's only an issue if you continue to use the status/fly with them. I doubt very much anyone that got to that level quickly (say within 7 years) would suddenly only fly economy and abuse the benefits. If you've been flying premium, you're going to continue flying it.

It's amazing what a change of job can do for your flying. If you are someone who has spent 10 years in the air a grounded job may sound good, and if work was the one paying for premium and you can't afford anything better than Y that could instantly drop someone from a frequent premium flyer to a once in a while Y flyer. Don't forget that life can be for a very long time and they may be setting themselves up for short term gain, long term pain.

 

[beardoc]

Interestingly BA are offering Lifetime Gold Guest List (their Double Gold level) for only 100,000 Tier Points, 3 times the Lifetime Gold level:

https://www.britishairways.com/en-gb/information/lifetime-ggl?source=MoreInfo

That's one hell of a qualification requirement - that's 20 years of CCR status!

I think people are looking at this slightly the wrong way - it's about keeping those people who have been giving BA some incredible business over the years, for all sorts of reasons, like they retire, or they switch jobs. Without an Emeritus status, those people have no reason to keep flying with BA, even if it is less. And BA has the benefit of someone that flies with them and probably sends hundreds of thousands of dollars of travel to them over the years. Why wouldn't it be a good thing to ensure you look after those well?

It's only us hardcore and active flyers that would think of getting a level like this and then try to build on that with another airline. Most people that have that kind of loyalty most likely want a reason to stay with BA after they drop down. Losing status is a big turn off. You see interviews of people who lose ConciergeKey and Global Services after a few years and they suddenly don't feel so loyal to the airline anymore -and that's a lost customer, who may well have travelled with you for many years to come!

 

[beardoc]

The other thing I hope is that this might prompt QF to start considering LTP.

 

[DC3]

The other thing I hope is that this might prompt QF to start considering LTP.

And ATA?