Firstly i think its a mis conception that the executive club is for premium cabins only. In my experience euro traveller/world traveller avios availability is opened up long before traveller plus or club. A couple of points to take into consideration are that if you are planning to try and use avios for flights you have to be very flexible on dates and consider buying commercial tickets for all or part of the trip for some passengers. Secondly if you are planning to upgrade from euro traveller/world traveller you must be in one of 3 fare types Y B OR H. H is the lowest cost but is still more expensive than a lot of economy fares. Also you can only upgrade one cabin up with avios, when you are upgrading a commercial tickets. Some other very important points are that avios bookings cannot be upgraded when you us part cash part avios and that an avios booking cannot be changed once you are within a point 24 hours from departure.
As for availabilty stop whinging. i know its hard to get availability but at the end of the day there are lots of executive members and the club is growing all the time. If BA allows members to just use avios without selective availability there would be no commericial seats left and no executive club whatsoever!
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