Qantas partners with Ticketek in huge win for frequent flyer members

Qantas has made a big change to its frequent flyer program as a trend dubbed “tour tourism” continues to grow.

Australians will be able to use Qantas frequent flyer points to book concerts and other events through Ticketek next year as part of a new partnership between the two companies.

From Wednesday, members will receive access to exclusive pre-sales and special offers, as well as new packages that combine event tickets with flights and hotels.

Then from March next year, the airline says it has planned frequent flyer members will be able to use their points towards select Ticketek events.

Qantas added that “shortly after” members will be able to earn Qantas points on select Ticketek products.

The new partnership was inspired by the growing “tour tourism” trend, where people will travel to see shows.

Expedia brands managing director Daniel Finch told news.com.au recently that hotel and flight searches in Perth increased by almost 135 per cent when Coldplay played two Australian-exclusive shows in the capital city last month.

A trend subbed tour tourism is on the rise with Aussies travelling to see artists like Coldplay and Taylor Swift. Picture: Paul Kane/Getty Images

Qantas said its own research found that nearly half of frequent flyer members said co-ordinating flights and hotels was a barrier to attending the sport, music, theatre and arts events they wanted to attend outside their home cities.

“We know that live events are a big driver of travel so we’ve worked with Ticketek to curate packages for our members that bundle tickets, flights and accommodation for an all-inclusive and seamless experience,” Qantas Loyalty CEO Olivia Wirth said, announcing the new partnership on Wednesday.

Ticketek and Qantas released three entertainment packages, available exclusively at Qantas Experiences, to celebrate the launch.

They include Jerry Seinfeld Live – Third Sydney Show on Sunday, June 16 next year (including exclusive pre-sale access from 11am Wednesday), Australia vs. West Indies Cricket Test Series at The Gabba from January 25 to 29, and Lightscape Melbourne at the Royal Botanic Gardens from June 14 to August 4.

Qantas Frequent Flyers will be able to use points to buy tickets through Ticketek next year. Picture: NCA NewsWire / Jeremy Piper

Ticketek owner TEG’s CEO Geoff Jones described the move as a “landmark partnership” between “two iconic Australian brands”.

“Across all live events, we are aware that almost one in five ticket purchases is made by an interstate or international visitor, which clearly showcases that live entertainment is a major motivator for short-stay travel across borders,” he said.

“At Ticketek we believe nothing beats the live experience and this alignment will ensure Qantas’ frequent flyers will have ample opportunities to secure tickets to some of the biggest live events making their way to Australia.”