British Airways has quietly ended one of its best-known customer perks, leaving many passengers discovering the change only after attempting to submit claims. The airline has confirmed that its long-running Best Price Guarantee programme is no longer available, ending a scheme that previously rewarded customers who found cheaper fares elsewhere online.
Passengers Discovering Changes After Filing Claims
Under the old scheme, customers who booked flights directly through the British Airways website could claim compensation if they later found the same flight cheaper elsewhere on the same day.
BA Club members could even receive vouchers worth double the price difference, up to a maximum of £200. However, passengers trying to access the service are now either encountering missing webpages or receiving rejection messages after submitting claims.
Some users reported reaching “Page not found” error pages, while others only discovered the programme had ended after completing the claims process.
British Airways Confirms Scheme Has Ended
Customers submitting claims are now reportedly receiving messages stating the Best Price Guarantee has officially ended and that no new claims will be accepted. British Airways later confirmed the programme had been withdrawn.
The airline has not publicly announced the change widely, leading to frustration among customers who believed the scheme was still active.
Scheme Was One of the Airline Industry’s Rarer Perks
The Best Price Guarantee had been available across most European countries and South Africa. Unlike many rival airline offers, the scheme specifically covered standalone flights rather than holiday packages.
Passengers who found lower prices for identical BA-operated flights elsewhere online could submit evidence including screenshots, fare details and booking information. Approved claims were rewarded through vouchers valid on future bookings made through ba.com.
Customers Faced Strict Claim Rules
The programme already contained several conditions before it was removed. Claims had to be submitted on the same day as booking and only applied to flights operated directly by British Airways.
Passengers using Avios points or flexible fares were excluded from the scheme. Smaller claims under £100 were typically processed quickly, while larger claims could take several weeks for additional checks.
Rival Airlines Still Offer Similar Promises
Although BA has now withdrawn the programme, some travel companies continue offering price match guarantees for package holidays. EasyJet Holidays, TUI and Virgin Atlantic Holidays still operate schemes allowing customers to report lower prices after booking holidays.
However, British Airways had been one of the few major airlines offering a guarantee specifically covering individual flight bookings.
Some Passengers May Still Challenge Rejected Claims
Passengers who submitted claims before the programme officially ended may still argue their cases should be honoured if bookings were made while the offer remained active.
British Airways has not confirmed whether outstanding claims submitted before the closure will still be processed.
