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You can’t buy love

Qantas’ move to give all us frequent flyers $50 as an apology is a nice gesture to compensate for the hours lost due to delayed flights and hunting for misplaced baggage. 

Will it buy any of the love lost since returning to the skies? Unlikely. What the frequent fliers – yours included – want is an idea of what improvement looks like and when it will happen.

For many of us zipping between Melbourne and Sydney, we know the probability of a flight being cancelled is extraordinarily high. Book a 2.30 or one of its past-the-hour cousins, and there is a good chance (based on my experience) that the flight will be cancelled and consolidated with another. It’s not hard to figure out when this is due to a real issue as your new flight will now be inconveniently later. In the main, it’s 30 minutes later.

How about Tile or Apple Tags for our bags – so at least we know where they are and don’t have to suffer painful wait times tracking them down?

Or some certainty on the cost of fares coming down on international routes. $50 doesn’t cover the incredible increases in the cost of travel – especially for small businesses?

At least Alan Joyce – a CEO that should be regarded as one of Australia’s best – has acknowledged the pain many of us experience every week.

Will it make up for lost love for the brand? Not so much. But the gesture matters.

And hopefully, for the exceptional staff, he has in the lounges and onboard, it will relieve some of the grief I see them getting every week from angry and frustrated passengers.

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