Chris Bell, the chief of Ladbrokes, was returning from the Caribbean with his daughter and her friend when he experienced what many frequent travelers know all too well: a bump.

After checking in their luggage in Barbados, the chief executive was told the plane didn’t have enough room to transport the two 14-year-old girls.

When Bell called to complain, he said both girls were offered £20 vouchers each at the corporate shop.

Unlike many travelers, Bell proceeded to call eight more times. “Only after eight calls have we been offered two £250 vouchers and one, one-way upgrade. It’s like playing the national lottery.”

The situation was particularly unacceptable for Mr. Bell who says he is an important customer of the airline. “The thing is I always fly BA. As a company we must be spending a few million a year. I spend around £100,000 a year myself,” he said.

So after managing to get himself, his daughter and her friend on board, the gold card member called BA chief Willie Walsh himself to complain.

Before the incident, Ladbrokes spent an estimated £2 million on BA annually but now that’s set to change. Mr. Bell has instructed the company’s travel agents only to book with the airline when nothing else is available for all future flights.

Although BA spent £4.3 billion on its newest home at Heathrow, T5 has been deserted in droves by discerning travellers with enough money to afford flying from any other location.

www.britishairways.com