This Program Rewards Frequent Flyers for Physical Activity
Katherine Pendrill — December 4, 2015 — Marketing
References: qantaspoints & theaustralian.au
Qantas is partnering with insurer NIB to offer a new loyalty program that rewards frequent flyers for physical activity. Although many airlines offer loyalty programs, members often have to spend more in order to unlock these rewards. This unique program allows consumers to rack up points simply for being physically active.
As part of the new program, Qantas Frequent Flyer members who purchase a Qantas Assure policy will be able to download the airline's wellness app. This app synchronizes with wearable activity trackers to monitor the number of steps an individual takes each day. Steps are then converted into Qantas Points, which are subsequently deposited in the individual's frequent flyer account. Members can set daily or weekly targets that will help them earn different types of rewards. The more active an individual is, the greater the value of the rewards.
The Qantas rewards program is unique in that it uses a gamified model that is predicated on physical activity. This model gives frequent flyers a new way of earning rewards that does not involve spending more on air travel.
As part of the new program, Qantas Frequent Flyer members who purchase a Qantas Assure policy will be able to download the airline's wellness app. This app synchronizes with wearable activity trackers to monitor the number of steps an individual takes each day. Steps are then converted into Qantas Points, which are subsequently deposited in the individual's frequent flyer account. Members can set daily or weekly targets that will help them earn different types of rewards. The more active an individual is, the greater the value of the rewards.
The Qantas rewards program is unique in that it uses a gamified model that is predicated on physical activity. This model gives frequent flyers a new way of earning rewards that does not involve spending more on air travel.
Trend Themes
1. Gamified Wellness Programs - There is an opportunity for innovation in the wellness industry by creating gamified loyalty programs that reward individuals for physical activity.
2. Activity Tracker Integration - Integrating wearable activity trackers into loyalty programs has the potential to offer consumers a new way of accumulating rewards and incentivizing healthy behavior.
3. Alternative Loyalty Programs - Companies can disrupt traditional loyalty programs by offering new models, such as those that incentivize physical activity, that don't require spending more on a company's primary product or service.
Industry Implications
1. Travel Industry - The travel industry can disrupt traditional loyalty programs and incentivize customers by offering programs that reward customers for physical activity.
2. Health Insurance Industry - Integrating gamified wellness programs, such as the Qantas/NIB program, into health insurance can incentivize healthy behavior and potentially lower insurance claims and costs.
3. Wearable Technology Industry - Partnering with loyalty programs to integrate activity trackers into rewards programs offers an innovative way for wearable technology companies to market and sell their products.
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