Qantas expects its frequent flyer program to eclipse 10 million members early next year, further cementing the loyalty program’s position as one of the airline’s richest veins of revenue – one which in the last financial year bolstered the Qantas Group's bottom line by a record $260 million.
In the middle of this year Qantas held 9.4 million members on the books, and that number has already seen a substantial boost following the Mars Rover Curiosity campaign to promote the Qantas Frequent Flyer scheme.
“At the peak of the Mars Rover campaign in July we were seeing 25,000 new members each week” reveals Stephanie Tully, Chief Marketing Officer for Qantas Loyalty.
“We’re currently signing up 11,000 new members every week, so we’ll get to 10 million this financial year.”
Another kicker will comes from the Qantas Cash travel money card, which includes free membership to the Qantas Frequent Flyer program.
“We expect Qantas Club to see more first-time members” Tully tells Australian Business Traveller. “Debit cards are massive for youth, and I think it’s a huge market.”
Calling all Kiwis...
Qantas will also be promoting its frequent flyer scheme in New Zealand, where Tully says “there’s a lot of work to be done to re-engage new travellers.”
“I think what happened when Qantas transferred its domestic flying to Jetstar is that a lot of new members didn’t understand the opportunities in the program” Tully reasons.
“So a lot of what we need to do is remind people of what they can do with the program in New Zealand. For example you can earn and burn on Jetstar domestic (flights) plus Jetstar, Qantas and Emirates trans-Tasman.”
One of the more subtle changes this year has seen Qantas Frequent Flyer points renamed as 'Qantas Points' to emphasise the opportunities to earn and use spend points outside of taking flights.
“We think Qantas Point has more breadth” Tully says. “It’s really the currency of the brand and it’s a currency that people can relate to.”
“We’ll use Frequent Flyer points when talking to tiered members who are flying with us, but we’ll be deliberately playing up on ‘Qantas Points’ quite a lot in the future.”
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