Qantas woos high-flyers in the air and on the green with Golf Club launch

Rosie Baker
By Rosie Baker | 7 October 2014

Qantas is boosting its top tier rewards for Platinum One members of its loyalty program, including the launch of a golf club and prepping a raft of marketing activity to promote the new benefits.

The airline wants to enhance the value it offers top tier members, and also encourage members on lower tiers to aspire to higher levels of the scheme.

The Qantas Golf Club is slated to launch this summer and Platinum One members will be first on the green.

Additional perks include Platinum membership for a spouse or de facto partner, giving parters access to business and First class lounges, waivers on fare changes, booking fee waivers , double points with Qantas Restaurant bookings, and complementary premium membership to the soon to launch Qantas Golf Club.

Platinum One members will also receive 75,000 bonus Qantas Points when they reach 5,000 Status Credits in a membership year flying and a further 100,000 Qantas Points when they reach 7,000 Status Credits with Qantas and Jetstar, to redeem how they wish.

Qantas Loyalty is rolling out a targeted marketing campaign aimed at existing Platinum One members and other members who might step up their use of the airline.

As part of its efforts to promote the new benefits and woo high net-worth customers, Qantas Loyalty is hosting a series of road shows in the four state capitals this month to meet members face to face, present the new offerings and get feedback to influence its next moves. Members of its recently launched b2b program Acquire are also invited.

Steph Tully, Qantas Loyalty CMO told AdNews that many of the new benefits being rolled out are a direct result of the road shows it hosted for members last year, adding that the intention is to use this year's road shows to shape the future evolution of the program.

While the number of Platinum One members is in the thousands, rather than hundred thousands, and doesn't represent the biggest portion of Qantas Frequent Flyer members, by spend they are likely to be the most valuable.

Tully added: “Our challenge is that all ends of the spectrum are valuable to us, and we have to find ways to enhance the experience for them all, and create value.”

She added that Acquire will unveil a number of new partners shortly and that there are major campaigns for both Qantas Frequent Flyer and Acquire due this month.

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