British Airways’ new Executive Club rewards scheme app will deliver a more personalised loyalty offer

Loyalty remains a key ingredient of the airline marketing mix and new technologies are allowing them to offer an enhanced and more personalised menu to regular travellers. British Airways has now followed others by launching a brand new app for members of its Executive Club.


Summary:

  • British Airways has launched a brand new app for members of its Executive Club to offer a simplified and personalised rewards menu to members;
  • Members can use the app to discover new ways to collect and spend Avios loyalty points, find new offers and see personalised ways to spend Avios;
  • The Reward app can be downloaded for free through the App Store or Google Play;
  • British Airways plans to expand the app in the coming months with more features added to further enhance the benefits to members.

Members can use the app to discover new ways to collect and spend Avios loyalty points, find new offers and see personalised ways to spend Avios based on the member’s balance. The Executive Club Reward app will complement the current British Airways app, which is designed to help all British Airways customers book and service pre- and post-travel needs.

The app has a simple, intuitive design, to help members navigate its different features which include the ability to access and make purchases through the British Airways Avios eStore – an important way many members collect Avios. Customers can also see different ways they can spend their Avios including a helpful tool which says how many more Avios are needed until a member can book reward flights to different destinations. As well as this, customers can see the latest Avios deals, view their last five transactions, and buy Avios, view account details and access their statement via different links.

The Reward app, which can be downloaded for free through the App Store or Google Play, will be expanded in the coming months with more features added to further enhance the benefits to members. Members of the Executive Club have a multitude of ways to collect and spend Avios, including flights with British Airways, Iberia and an additional eleven oneworld and partner airlines including American Airlines, Qantas and Japan Airlines, collectively offering flights to more than 1,000 destinations across the globe.

“We want to offer members more choice in how they interact with the British Airways Executive Club,” explains Carolina Martinoli, director of brand and customer experience at British Airways. “The app is a great way that members can manage their balance and stay up to date with the latest ways to collect and spend Avios anywhere in the world. And with handy tools like the ability to see how many Avios are needed to book reward flights, we hope it’ll help members make the most of their balances.”