Qantas looking to sweeten its reputation with Seinfeld tickets

Qantas customers will be able to exchange their frequent flyer points for concert tickets after the beleaguered airline struck a partnership with Ticketek.

Under the deal, Qantas Loyalty members will be able to buy tickets with their points, plus have early access to a number of events.

Jerry Seinfeld Live in Sydney, the Australia v West Indies Test series in Brisbane, and Lightscape Melbourne are the three first early-access offers available to members.

“With more than 20,000 live events each year across entertainment, sport and theatre, partnering with Ticketek opens up significant opportunities for frequent flyers to get even more value from their membership and their Qantas Point,” Qantas Loyalty’s chief Olivia Wirth said.

Geoff Jones, CEO of Ticketek’s parent company TEG, noted that one-fifth of concert tickets are bought by international or interstate visitors, calling live entertainment “a major motivator for short-stay travel across borders.”

The news comes as TikTok announced a new partnership with Ticketmaster that aims to protect the customer from buying through ticket-touters or third-party sites with outrageous mark-ups.

Music fans will be able to purchase content tickets directly through TikTok, with Michael Kümmerle, global music partnership development lead at TikTok, saying: “By enabling fans to buy tickets directly through TikTok, we’re giving artists the opportunity to reach ticket buyers in a whole new way and change the game for live events around the world.”