Case Study: British Airways boosts loyalty engagement with Chooose’s integrated SAF program

British Airways links SAF to loyalty with Chooose, enabling 2.7% fuel supply participation

British Airways, a major airline, sought to engage its loyalty program members in supporting sustainable aviation fuel (SAF) adoption. Their challenge was to embed SAF contributions into the everyday member experience, scale voluntary SAF initiatives, and create a new way for British Airways Club members to earn tier points and Avios outside of flying. They partnered with the vendor CHOOOSE on this integrated SAF program.

CHOOOSE implemented a technical solution built on IAG Loyalty's platform, enabling members to earn tier points and Avios for SAF contributions or redeem Avios for them. This deeply integrated system provided real-time transactions and full reconciliation. The result was a first-of-its-kind loyalty evolution, making SAF part of everyday customer engagement and creating a scalable blueprint for other airlines. CHOOOSE helped British Airways advance its sustainability goals while enhancing its loyalty program.

British Airways