Air Miles became Avios — and 8 million members found 'free' flights now cost £301 extra

In September 2011, the UK Air Miles programme — which had 8 million customers at its peak in 2007 — announced it would be shut down and merged with BA Miles and Iberia Plus to create Avios, effective 16 November 2011. Members' balances were converted at 1 Airmile = 10 Avios. The Air Miles brand, running since 1988, was extinguished overnight.

Under the old scheme, members could redeem miles for flights without paying extra taxes, fees or charges — the flights were genuinely free. Under Avios, members still needed points but also had to pay cash: a European return cost roughly £27 in charges; a London–New York return required points plus £301 per person; a Sydney return could cost £497 in charges on top of points. Some short-haul routes required more points after conversion — Amsterdam and Paris rose from 750 Airmiles to 9,000 Avios, a 20% increase.

Members felt 'robbed' and 'cheated.' Facebook campaigns and a protest website were launched. Some members had been encouraged to buy or top up miles shortly before the change, increasing anger. The backlash damaged trust in the Avios brand from its launch day, and the transition became a case study in how not to manage a loyalty programme change.