Loyalty programs are no longer just about collecting points—they’re about creating an engaging, rewarding experience that keeps customers coming back. British Airways’ Avios Rewards Program has transformed the way travelers interact with the airline by integrating gamification elements, making frequent flying more exciting, rewarding, and habit-forming.
With a tiered membership system, personalized perks, and multiple ways to earn Avios points, British Airways has successfully boosted customer retention and engagement while driving revenue.
In this case study, we’ll analyze how Avios gamifies customer loyalty, its impact on British Airways’ business, and what lessons other brands can learn from this successful approach.
📌 How British Airways' Avios Program Works
British Airways’ Executive Club rewards frequent travelers with Avios points, which can be earned through flights, partner purchases, and co-branded credit cards.
🎯 Ways to Earn Avios Points:
✔️ Flights – Earn Avios on British Airways and partner airlines (Iberia, American Airlines, Qatar Airways, etc.).
✔️ Shopping – Earn points when shopping with British Airways’ retail partners.
✔️ Hotels & Car Rentals – Bookings with partner hotels and rental services add to the Avios balance.
✔️ Credit Card Spending – Co-branded credit cards allow users to earn Avios on everyday purchases.
💰 What Can You Redeem Avios For?
✈️ Free & discounted flights
🏨 Hotel stays
🚗 Car rentals
🎟️ Upgrades & lounge access
🏆 Tier-Based Gamification: The Executive Club Membership
The Executive Club’s tiered membership system is designed to reward frequent flyers and encourage continued engagement. The more you fly, the higher you climb.
Tier | Requirement (Tier Points) | Perks & Benefits |
Blue | Free to join | Collect Avios points, priority customer service |
Bronze | 300 Tier Points | Priority check-in, 25% bonus Avios, lounge access |
Silver | 600 Tier Points | Extra baggage, business class check-in, free seat selection |
Gold | 1,500 Tier Points | First-class lounge access, highest reward bonuses, top-tier support |
📌 Gamification Element: Customers feel motivated to reach the next tier, unlocking better rewards as they progress.
📌 Example: A frequent traveler who’s 100 Tier Points away from Silver status might book an extra flight to reach the next level faster.
🎮 Gamification Strategies That Make Avios Engaging
British Airways has smartly gamified its loyalty program, making customers feel rewarded and motivated.
1️⃣ Progression & Status-Based Rewards
- The tiered membership system creates a sense of achievement with every upgrade.
- Higher-tier travelers enjoy priority treatment, making them feel exclusive and valued.
📌 Example: The anticipation of achieving Silver status and gaining access to business lounges drives customer retention.
2️⃣ Challenges & Bonus Avios Promotions
- Limited-time offers encourage users to book flights within a certain period to earn extra points.
- Double Avios Days reward users with higher earnings on select flights.
📌 Example: British Airways often runs “Boost Your Avios” challenges where members can earn 50% more Avios on long-haul flights for a limited time.
3️⃣ Personalized Offers Based on Travel History
British Airways analyzes flight patterns to send users personalized Avios offers.
📌 Example: A traveler who frequently flies from London to New York might receive a “Flash Sale – Earn 2x Avios on NYC flights this week!”
✅ This personal touch increases email open rates, conversions, and customer loyalty.
4️⃣ Referral & Social Engagement Gamification
British Airways encourages social engagement and referrals through additional rewards.
📌 Example: Members who refer a friend to join the Executive Club get bonus Avios when their friend completes a booking.
💡 This taps into word-of-mouth marketing, increasing new customer acquisition.
📊 The Impact of Avios Gamification on British Airways
Metric | Result |
Loyalty Program Members | 10M+ Executive Club members globally |
Revenue Contribution | Avios members contribute 55%+ of total bookings |
Customer Retention | Frequent flyers spend 20% more than non-members |
Referral Growth | 30% increase in sign-ups from referral bonuses |
🚀 Gamification isn’t just engaging—it’s profitable. The Avios system has directly contributed to higher customer lifetime value (CLV) and increased retention rates for British Airways.
💡 Lessons for Businesses
The success of Avios offers valuable insights for any business looking to gamify their loyalty programs.
1️⃣ Make Progression Visible & Rewarding
🔹 Customers need to see progress—badges, points, and tier systems keep them motivated.
📌 Example: Nike uses a Nike Membership system where users unlock benefits based on purchases & activities.
2️⃣ Gamify Limited-Time Challenges
🔹 Create a sense of urgency with limited-time bonuses & double reward events.
📌 Example: Uber Rewards runs seasonal bonus point challenges to drive ride bookings.
3️⃣ Personalization Enhances Loyalty
🔹 Analyze customer habits and offer tailored bonus rewards, discounts, or exclusive offers.
📌 Example: Amazon Prime suggests personalized Prime Deals based on browsing history.
🚀 How Games for Apps Can Help Your Business Gamify Loyalty
At Games for Apps, we create customized gamification solutions that drive customer engagement, retention, and revenue.
🎮 What We Offer:
✔️ Instant-win games (Spin-the-Wheel, Scratch Cards, Slot Machines)
✔️ Leaderboards & tournaments to drive participation
✔️ Tiered rewards & challenges to keep users engaged
📌 Case Study: During the Pathao Super Fest, our spin-the-wheel campaign led to record-breaking engagement, proving the power of gamification in driving user interactions.
Conclusion
The British Airways Avios Program is a prime example of gamification in action. By using tiered progression, exclusive benefits, and engaging challenges, the program encourages frequent participation and drives significant revenue growth.
If your business wants to leverage gamification to enhance customer loyalty, Games for Apps is your ideal partner.
🚀 Let’s build your next big loyalty success story!
📩 Get Started with Games for Apps
Transform Your App Today! 
