Dr Mumbo

Take a 14 hour flight to nowhere? That’s the genius of loyalty marketing

Dr Mumbo is a fan of the website Australian Business Traveller. He always takes its advice on which first class seat to select. (Tip: avoid 5F, go for 5A)

But the best insights into the consumer psychology of the air warrior come in the site’s community forums.

To understand the value of loyalty marketing, read this post:

Translated, what this customer is advocating is to hand Qantas roughly $2,000.

In exchange the passenger will get on the plane in Sydney, take the six hours and 40 minutes flight to Denpasar, walk through the terminal, get right back on the plane, fly through the night, and be back where they started, 14 hours later.

Tangibly, all they would get from the process is a couple of inflight meals, and an increased chance of deep vein thrombosis.

The motivation? To earn status points to get closer to the airline’s Platinum, or even the legendary PlatinumOne status which increases the chance of upgrades and offers access to Qantas lounges.

Who would fly 14 hours just to sit here? Source: Qantas

But think about the brand loyalty involved in a decision to subject oneself to a 14-hour flight to nowhere, just to boost status points.

To the gamification geniuses of the Qantas Frequent Flyer program: Dr Mumbo salutes you.


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