BA overhauls loyalty to focus on frequent flyers

by Staff, Marketing 27-Apr-06, 07:00

LONDON - British Airways is overhauling its loyalty scheme to offer more bonuses to its most frequent business passengers.

The airline is seeking to differentiate itself in the crowded travel loyalty market by giving extra miles to frequent business travellers to ensure that they accrue enough miles to cover their leisure flights.

A British Airways spokeswoman said: "We are always looking to add value to our executive air miles schemes."

Competition in the loyalty sector has been hotting up in recent months. AirMiles has relaunched with a fresh identity and more generous rewards structure (Marketing, 19 April), while retail reward scheme Nectar also offers travel-related rewards.

This month it was revealed that British Airways had delayed the launch of a brand campaign until this autumn. The airline, which appointed Bartle Bogle Hegarty to handle its £60m business last October, was expected to launch the "Upgrade to BA" campaign this month.

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