Death by a thousand cuts

A few days ago, an email pinged my way from bmi:

Dear Richard,

As a valued member of Diamond Club, and bmi credit card holder,

it began. Oh goody. I am valued. Yay.

Flickr / Andres Rueda

But it went on to give me some news that didn't make me feel particularly valued. You see bmi, along with pretty much every airline these days, charges travellers for the privilege of giving them our custom. In the past, the airline has waived this fee for holders of its branded bmi credit card, which actually did make me feel a little valued. But now it's decided to unwaive the bugger with effect from next month. They've sweetened the deal a little by offering triple destinations miles, but only for a limited time.

Like the rest of the industry bmi faces unprecedented market conditions at the moment, going to extraordinary lengths in their drastic cost cutting drive, so its tempting to sneak in a charge of a few quid here and there. They're loyal customers, after all: it won't drive them away, right?

Wrong. In isolation, you might get away with it. But when it comes on the back of catering downgrades, mileage devaluation and route cutbacks - not to mention uncertainty over the future of the airline as an independent entity - it all adds up. Surely your best customers are worth a few quid?