Qantas doesn’t have a very strong rewards program, i.e. points earning-and-burning, in Qantas Frequent Flyer.
But within the confines of the Aussie market they do a really good job recognizing their top tier elites.
Years ago I used to like getting cookies from Alaska Airlines Mileage Plan when I held their MVP Gold status. However this holiday note was sharing with me by a Qantas top tier Platinum One member:
As US airlines devalue their mileage programs more and more, while claiming to increasingly focus on high value customers, they have quite a thing to learn from their foreign partners and competitors.
Quite a few folks get excited being served Krug onboard.
Cathay Pacific First Class, Hong Kong – New York JFK
Cathay Pacific First Class, Los Angeles – Hong Kong
ANA First Class, Chicago – Tokyo
Some may prefer Dom Perignon.
Emirates First Class, Dubai – Dallas
Singapore Airlines of course serves both Dom and Krug. (When asked your preference, I believe the only correct answer is “What year is the Dom?”)
Singapore Airlines First Class, San Francisco – Hong Kong
However at ~ US$250 the 2000 vintage of Krug runs roughly two thirds more than the cost of those non-vintage bottles being served onboard in first class as well as a similar amount more than Taittinger Comtes de Champagne Blanc de Blancs.
I think that Delta, United, and American have a long way to go before they claim to be rewarding high value customers.