Qantas, the flagship carrier of Australia, has just launched the Qantas Classic Plus Flight Rewards.
Touted as a response to the grievances of its frequent flyers, this new program promises enhanced availability and perks. However, upon closer examination, it seems that Qantas may have missed the mark in addressing the core concerns of its loyal customers.
We’ve been listening!
Vanessa Hudson, the CEO of Qantas, stated, “We’ve been listening.” Yet, it appears that what the airline heard and what it delivered may not align with the expectations of its frequent flyers.
The primary complaint voiced by loyal customers has been the difficulty in redeeming Qantas Points for flights, particularly due to limited seat availability under the existing classic rewards system. Rather than addressing this issue directly, Qantas has introduced an entirely new reward system, the Classic Plus Flight Rewards.
This will work alongside the current classic rewards which currently releases 5 million reward seats per year.
Here’s what we are used to seeing:
Here’s what we will start seeing:
20 Million Classic PLUS Reward Seats
While the Classic Plus Flight Rewards program boasts increased availability with 20 million seats annually, it comes at a steep cost for travellers. Some routes now require up to four times the number of points for redemption compared to the previous system. The variability in points required mirrors that of standard airfares, effectively introducing dynamic pricing into the rewards system.
This significant inflation in points needed for certain flights raises concerns about the program’s value proposition for the average traveller. Why would anyone willingly part with 247,700 points for a reward ticket from Melbourne to Hong Kong when it was, and is still available with classic rewards for just 68,500 points?
Missed the Mark?
In a move that seems to have missed the mark, Qantas had a simple task at hand: To increase seat availability. Yet rather than addressing this fundamental issue, the airline appears to be sending a different message to its loyal customers: availability comes at a price.
Furthermore, the limitations of the new program are apparent. Classic Plus Flight Rewards are exclusively valid for Qantas-operated flights, limiting options for travellers who prefer greater flexibility and choice in their bookings. For example, booking and Emirates flight like EK 409 Melbourne to Dubai, using Classic Plus won’t be an option.
It will still be accessible through Classic Rewards—assuming you manage to find it, that is!
If Qantas aimed to enhance availability, they could have followed the lead of top airlines like Singapore Airlines, which offer two types of reward tickets: Saver and Advantage. For instance, on a Melbourne to Hong Kong flight, Singapore Airlines’ Saver ticket costs 71,500 Miles, while their Advantage ticket is priced at 90,000 Miles.
Is there a Silver Lining?
While Qantas has introduced some perks, such as upgradeable options to first class, seats becoming available 353 days before departure, with equal access granted to all members, these may not be enough to offset the dissatisfaction among loyal flyers.
In addition Qantas suggests there may be instances where Classic Plus rewards make sense. For example, if a fare is on sale and cheaper than a Classic Reward. Nonetheless, the availability of these discounted fares may be so limited that it perpetuates the issue of limited availability, thus defeating the purpose.
Summing Up
The core issue remains unaddressed, and there is a perception that the changes primarily benefit Qantas shareholders and those with a significant accumulation of miles, (such as business owners) rather than catering to the needs of everyday travellers.
It seems Qantas may have fallen short of meeting the expectations of its loyal customer base. By failing to address the core issue of seat availability and introducing a program that comes at a higher cost for travellers, Qantas risks alienating its most valuable passengers.
As competition in the airline industry intensifies, prioritising customer satisfaction and delivering genuine value will be crucial for Qantas to retain its loyal flyers in the long run. For the time being, I’ll remain loyal to KrisFlyer, and Skywards. I’ve relied on them for decades, consistently finding availability and never encountering any flight disruptions. They are the best airlines to travel business and first class. That’s true value for my money.
