The Avios loyalty scheme is set to be axed in the UK this summer, with members being switched to the British Airways Executive Club, in a move which the group says will “simplify the customer experience and improve collection and spending opportunities”.
The Avios programme was set up in 2011, but dates back to 1988 when it was first launched as AirMiles. The brand has been the stamping ground for many of the industry’s key figures, including Keith Mills, Wanda Goldwag and Nigel Grimes.
According to the company, new BA Executive Club accounts will begin to be set up for Avios customers from early summer 2018, unless they already have one, in which case they can chose to transfer their Avios across now.
Balances held at avios.com will then be moved across to BA Executive Club accounts by the end of July.
The company claims the move will mean Avios scheme members will now be able to collect and spend their points with an extra 11 airlines including Latam, Malaysian, S7, Royal Jordanian, American Airlines, Cathay Pacific, Qantas, Finnair, Qatar, and Japan Airlines, Air Italy and Alaska.
Avios commercial director Chris Treadwell said: “This move is good news for members. Outwardly there will be very little change for them other than their Avios will have a new home. However, they will also enjoy all the advantages that being a BA Executive Club Member offers including a smoother online experience, even more ways to collect and spend Avios, plus the tier benefits.”
It is not known how the revamp will affect the brand’s agencies; Soul London handles the CRM for the Avios brand, while OgilvyOne handles the BA Executive Club.
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