I just received a rather beautiful and paradoxically sad yet uplifting email from British Airways. But it is heavy on fluff and light on details.
Here’s the letter:
Dear Mr. Klint,
For only the second time in our 100-year history, (the first being during the Second World War), the majority of our British Airways aircraft have now touched down in London, leaving just a small fleet flying to bring people home to their loved ones and to deliver critical supplies to countries and people in need.
As borders continue to close and the world comes to a temporary standstill, we wanted to extend our heartfelt thanks to you for your incredible support of British Airways and our crews, and to send our warmest thoughts to you and to those who may be suffering at the hands of this unexpected crisis.
As difficult as it has been for our teams and our customers, we stand together. Our business stands on strong foundations. At its heart are many thousands of colleagues who care passionately about the airline, Britain and the nations and customers we serve.
An incredible new global community has emerged from the situation we find ourselves in and that is something for us all to feel proud of. Hundreds of thousands of people have volunteered their services to help organisations around the world, so too have many of our own people, and for that we are proud and grateful. While many of our aircraft remain on the ground, we will take inspiration from the heroes who are working on the front line and we will continue to serve Britain as best we can.
Sadly, we know that now is not the time to travel. We don’t know when it will be, but we do know that when our aircraft are cleared for take-off once again, it will be epic. Families will be reunited, the wheels of industry will start turning again and when they do, we’ll be ready, to fly and to serve.
Until then, from our family to yours, thank you and we wish you well.
Thank you,
Alex Cruz
Chairman and CEO, British Airways
Really, it’s a nice note. But while airlines have around the world have offered status extensions through 2021, British Airways has been strangely silent.
In late March, British Airways did reduce tier point thresholds and extended gold upgrade and companion vouchers. But since then, silence until now. And while the note is paradoxically depressing and uplifting, it doesn’t answer the question most have been waiting for: will BA also extend status?
Now I tend to agree with the analysis One Mile at a Time put forward on why American Airlines is also dragging its feet…there’s no need to rush it and I expect it will happen. Ideally, British Airways is coming up with a scheme that not only extends status but incentivizes travelers to continue to fly BA in 2020 once travel resumes.
Still, I’m sure I’m not the only one who saw that email and immediately clicked on it, assuming BA would finally announce status extensions.
It seems we will have to wait a bit longer for that…
Is there a lot of downside for not extending status? A large chunk of elite members are captive hub loyalists without a choice and others will most likely not be swayed by other airline status extensions since they may only carry status on one airline. I’d imagine this is what AA, BA and others are contemplating right now.
Your point is well-made, but I see the bandwagon effect in full motion and don’t think they can escape it.
United has extended status through to January 2022. That suits me. Hilton has also extended status for another year.
It is a lovely and well written email. That said, my loyalty as a BA Gold is rapidly waning. It seems a no-brainer to just extend status — I can’t fly BA if I wanted to, so why is the clock ticking? I can count one one hand how many of the airlines and hotels I use haven’t already extended status. Every day BA waits is another day I get closer to asking VS to match me and try a new option.
Am also a BA gold. If they don’t match I’m spending the avios, packing up, and going elsewhere, even though I’m a hub captive.
Like Matthew says, logic would dictate that they’ll be forced into matching status. But knowing BA (the airline that charges 120 GBP for seat selection in business class) I can totally see them being the only airline to not extend. They just can’t help it.
I thought it was the best communication from any airline yet during this time. Although I also liked the Emirates video.
Schmaltzy platitudes come pretty poorly from the top brass at BA/IAG. This “we’re all in this together” stuff tends to work better when you don’t consistently show contempt for your employees and customers.
lol
I skimmed the email and then promptly deleted it.
Pretty sure frequent flyer status is the least concern of any airlines nowdays… But then again…. Sense of entitlement… Oh well….
Then why are you on a site that is focused on frequent flyer programs and travel?
Lol. This used to provides reviews that is good read. Tough lately they enter into politics, whining, and so on. Probably to gain more clicks. People like you like that kind of stories.
I don’t see us to continue using British Airways if they don’t extend status. We had a trip booked for Easter to South Africa that got cancelled. Our card year expires beginning of July so we don’t benefit from any of their efforts so far and have summer trip booked with other airline.
There’s simply no flights nor time to renew the card.
BA must do several things to retain our confidence as Golds, let alone for its other customers and elites:
1. Extend status for a full 12-months from current expiry dates (and like some carriers let us carry our Tier Points earned thus far in our member year into the next qualifying period)
2. If you must issue vouchers, provide the full details of what was cancelled and what value is held (and like many others toss in another 10% or more value to them)
3. Put the refund button back on the online cancellation form
4. Remove the fee for Avios award cancellations and redeposit miles