The Australian air carrier, QANTAS, offers frequent passengers a programme marketed as QANTAS Club with a range of customer benefits including: express check in, priority baggage, extra baggage allowances, access to QANTAS lounges, opportunities to upgrade flight seats, frequent flyer points that can be exchanged for defined goods and services and discounted rates on supplementary services such as QANTAS meeting rooms. QANTAS Club is BEST described as which of the following?
A) a hybrid programme incorporating both club and frequency marketing elements
B) a frequency marketing programme
C) a club marketing programme
D) a customer recognition programme
E) none of the above

Question

Quizplus · Accepted Answer

QANTAS Club incorporates elements of both club marketing (access to QANTAS lounges, discounted rates on supplementary services) and frequency marketing (frequent flyer points, opportunities to upgrade flight seats). Additionally, the programme is marketed specifically to frequent passengers, making it a frequency marketing programme as well. Therefore, it is best described as a hybrid programme incorporating both club and frequency marketing elements.

The Australian Air Carrier, QANTAS, Offers Frequent Passengers a Programme