The only thing airlines love more than taking away benefits, is money. I have been truly shocked and fascinated by the amount of coverage our story on “the gutting of avios” has received and as no stranger to airline conflict, I’d like to say, sometimes it’s worth a fight. Here’s why….

Believe it, most ordinary people truly mean nothing to an airline. Airline’s make their profits on premium tickets, change fees and corporate accounts, not occasional economy fares. Did you know that up to 90% of an airline’s profit is from Business and First Class seats on routes crossing the Atlantic Ocean? Airlines love business travel. Why? Businesses have the money to buy the expensive tickets to give their employees the flexibility they need and fill the majority of those precious seats up front. If all of the British Airways business travellers switched to another airline and status matched, the airline would reverse course faster than Usain Bolt runs the 100 meter dash. 

Though it can be overwhelming and painful these days, the many forms of social media and direct communication allow unprecedented complaining in real time. If you have enjoyed British Airways products and your ability to earn avios and redeem them for award flights of value to you: WRITE IN. I recently had an issue with Delta where I was told point blank “No one including the CEO can resolve this for you”. Two weeks, four typed and signed letters and numerous hours on the phone later; I received a response from the CEO’s office directly and my problem was rectified. I strongly encourage anyone reading this to barrage British Airways via executive email and mail addresses as well as all forms of social media until someone addresses potential rollbacks. Don’t expect it all to come back but if you fight some things such as point and tier earning may come back. Fight the good fight and let them know you will leave and put money directly in their competitors pocket!

Cheif Executive Officer Keith Williams: keith.x.williams@ba.com

Head Of Customer Service Denize McGregor: Denize.McGregor@ba.com

Managing Director Brand Experience Frank Van Der Post: frank.vanderpost@ba.com

Facebook: https://www.facebook.com/britishairways

Twitter: https://twitter.com/British_Airways

By Mail: British AIrways PLC, Waterside, P.O. Box 365, Hammondsworth, UK, UB7 0GB

I almost guarantee you that if everyone reading this wrote a well constructed email illustrating their history as a traveller on British Airways and their plans to continue their travels elsewhere that certain elements of these changes would rollback for the better. I’ve seen it happen and I hope it happens again….

As always: godsavethepoints@gmail.com

Gilbert Ott

Gilbert Ott is an ever curious traveler and one of the world's leading travel experts. His adventures take him all over the globe, often spanning over 200,000 miles a year and his travel exploits are regularly...

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49 Comments

  1. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  2. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  3. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  4. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  5. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  6. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  7. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  8. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  9. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  10. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  11. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  12. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  13. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  14. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  15. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  16. Hey I hope this isnt too much to ask but is there a possibility of you sending a form letter that we could fill in the blanks with our specific details and send to these folks. They probably have a language that they understand. I get devaluing Avios but making it harder to retain status is a huge problem for me

    1. In general my best format is express sadness to leave, intent to leave and what you will do when you leave. If you have elite status with the airline be sure to include that in the subject line. For example If i were BA Gold I would write, Extreme Dissapointment from BA Gold Flyer and Card Holder as the subject line. For the letter something along the lines of:

      I have been a loyal British Airways flier for many years and have truly enjoyed the products, service and ability to earn and spend avios. With your latest devaluations I do not see how I could possibly continue my loyalty. I fly X amount of miles per year and have spent X thousand of pounds and had planned to continue flying BA exclusively.

      You are gutting my ability to earn tier points (specific examples) and you are making my ability to get great value for my Avios harder than ever. Despite your marketing rhetoric I have examined my potential trips and I would need X number more avios than I do currently. I would have no problem earning Avios if I believed that my loyalty was being rewarded at the current level of mileage and tier points but I believe Avios and British Airways are no longer worth it.

      I wish to continue my allegiance but if these changes go through I will have no option but consider my other options with airlines who value my business.

  17. Do you think this is a good opportunity for Virgin Atlantic to pick up new customers. I am certainly going to write BA but at the same time write to VS to see if they will allow me to swap my BA gold for VS equivalent in switching allegiance. Thoughts?

    1. Absolutely. This is an unintended perfect storm for VA to collect high value customers like you and they seem to be responding. I don’t know if you’ve clicked any of the click thru’s on the site but I have had a few instances where readers have tweeted VA and they have said that even though there is no public status match that they are absolutely open to it. I would craft your email to virgin outlining your history with BA, your money spent and your status as well as your future travel plans. With BA, I think writing from a gold member like you could truly help roll back some of the madness and if not maybe they’ll offer some miles to try to retain you.

      Best!

    2. Absolutely. This is an unintended perfect storm for VA to collect high value customers like you and they seem to be responding. I don\’t know if you\’ve clicked any of the click thru\’s on the site but I have had a few instances where readers have tweeted VA and they have said that even though there is no public status match that they are absolutely open to it. I would craft your email to virgin outlining your history with BA, your money spent and your status as well as your future travel plans. With BA, I think writing from a gold member like you could truly help roll back some of the madness and if not maybe they\’ll offer some miles to try to retain you.

      Best!

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