We’re not quite sure what has prompted this, but British Airways has today, 13 April 2014, e-mailed large numbers of members of its Executive Club who hold blue or bronze cards offering a complimentary Silver card (which affords privileges such as access to business class check-in desks and lounges) if they book a business class return from London to New York, subject to certain booking restrictions, in the next 90 days.
This is not the first time BA has offered members of the Executive Club a way of acquiring a Silver card by means other than earning tier points on paid for flights.
It has in the past offered to renew cards even when members do not earn enough tier points for automatic renewal and invited members to renew their cards in return for a cash sum.
However, this has been done in the past when BA has faced either significant operational disruption which may have deterred some customers or a downturn in business travel. Neither is the case at the moment. BA’s traffic numbers, particularly in its business class cabins are buoyant.
One possible explanation is that this may be a competitive response to the Delta & Virgin Atlantic partnership. With a combined nine flights a day between London Heathrow and Nea York this is one route where they do represent a significant competitive threat to BA and its partner American Airlines.
The text of the offer is below. It is only available to those who receive it directly and pre-registration and acceptance are required.
To make your Executive Club membership even more rewarding, right now we are offering an exclusive opportunity to reach Silver far sooner than you might have expected.
Book a return flight or two one-way flights between London and New York in Club World or First within the next 90 days and we will reward you with Silver membership and 100% bonus Avios for that flight.
Not only will you enjoy a calm atmosphere ideal for working and the space to sleep comfortably, you’ll also have many new benefits to look forward to on future journeys. Such as relaxing in our Galleries and Terraces lounges and double Avios every time you fly with us, or a oneworld® partner.
Just think, you have the chance to enjoy a whole new level of comfort and service. So now really is the time to fly with British Airways