British Airways Now Lets You Redeem Avios To Select Seats

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In March I wrote about the changes that British Airways Executive Club is planning over the coming years. The changes essentially match the trend we’re seeing with loyalty programs globally. British Airways plans to move more closely to a revenue based program, and to give members more opportunities to redeem their Avios for all kinds of products and services.

This sounds a whole lot like Delta SkyMiles, where you not only earn redeemable miles based on how much you spend, but can also redeem SkyMiles for all kinds of things.

British Airways has just introduced a new way for members to redeem Avios, which I suspect is pretty indicative of what we can expect going forward in terms of redemption value. Per FlyerTalk, British Airways Executive Club members can now redeem Avios to select seats. Members can pay all or part of the fee using Avios.