Airmiles defends closure of dormant accounts

Airmiles is risking angering customers of the loyalty scheme with a plan to close the accounts of dormant collectors who do not add to their Airmiles in the next six months.

Airmiles, owned by British Airways, is telling 1.7 million customers who have not collected any Airmiles in the past two years they must demonstrate some activity or their accounts will be closed.

A spokesman for the loyalty scheme says that only one Airmile has to be collected and as Airmiles has partnerships with more than 150 brands, including Tesco, John Lewis and eBay, it should be easy to do.

She adds that the company has always retained the right to vary the terms and conditions of the time limit on Airmiles collection and expenditure.

Airmiles launched a new advertising campaign last month created by Partners Andrews Aldridge.

It recently promoted Andrea Burchett to the position of director of relationships and insight. Previous marketer Sarah Wood left the company to join Waitrose as head of marketing communications.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here