The lounges are the main benefit for me - especially at LHR where there is hardly any seating in the main concourse!

Another thing though about Avios is BA's constant errorsion of benefits. Every year or so they send out an email saying 'we asked our customers and they said they wanted more choice', followed by saying they're removing free drinks and meals, reducing the hours hot food is available in lounges etc. I'd respect these decisions much more if they were honest and said 'our shareholders want us to cut costs!