Skift uses AI to assess response to British Airways’ loyalty program changes

Skift used AI tools to analyze public sentiment in its reporting on British Airways’ 30 December 2024 announcement of largely negative changes to its loyalty program. The airline’s transition to a revenue-based system, where status is tied to spending rather than distance traveled, has sparked widespread dissatisfaction, particularly among frequent flyers accustomed to earning tier points on low-cost flights.

The travel publication used AI to analyze thousands of comments, identifying five core complaints: rushed implementation, perceived corporate gaslighting, reduced rewards for traditional loyalty, mixed promotional messaging, and doubts about British Airways’ overall value. Critics voiced frustration over inadequate notice, suggesting the changes were buried during the holiday lull. Others lambasted BA’s claim that the overhaul reflected customer feedback as disingenuous.

BA defended the move as a modernization effort aligning with global airline trends, but AI suggested a significant risk of customer defections to competitors like Virgin Atlantic or KLM.