Qantas promises improvements for frequent flyer program as new Loyalty boss is named

CEO Vanessa Hudson promised improvements in the frequent flyer program as she named a successor for Loyalty boss Olivia Wirth.

Qantas has named accountant Andrew Glance as the new boss of Qantas Loyalty, and promised he will deliver “improvements” to the airline’s mammoth frequent flyer program.

Chief executive officer Vanessa Hudson announced Mr Glance as the replacement for outgoing Loyalty chief Olivia Wirth, ahead of her departure in late February.

Ms Wirth resigned from Qantas last October after missing out to Ms Hudson for the top job.

Currently the executive manager of commercial partnerships and business rewards at Qantas, Mr Glance started with the airline in 2002 and has worked in the Loyalty sector since 2016.

As an accountant, much of Mr Glance’s time with Qantas has been spent in financial services, including a stint as head of finance for Qantas catering.

Ms Hudson said Mr Glance had a “deep understanding of the Loyalty business, having been part of that leadership team for many years, as well as the organisation more broadly”.

“Over the past few years Andrew has done an outstanding job in leading the growth in points-earning opportunities for members, particularly through financial services, which has strengthened the program overall,” said Ms Hudson.

“In the process, he’s developed a very strong understanding of what drives success for Loyalty, both for our customers and commercial partners.”

Last year’s annual results showed Qantas Loyalty was the third most profitable part of the airline behind the domestic operation and international sector, generating $451m in earnings before interest and tax.

Qantas business rewards, overseen by Mr Glance, was a particular standout for the Loyalty unit, growing membership by 19 per cent to 450,000 in the 2023 financial year.

Despite the financial success of the Loyalty sector, last year’s Senate hearings revealed widespread misgivings with the frequent flyer program which now boasts more than 15 million members.

Ms Hudson said on Thursday more improvements would be announced in coming months which she believed would be very well received.

“Ultimately what members of our frequent flyer program want is the ability to earn points in lots of different ways and convert them into great travel experiences,” she said.

“That’s what the strategy for Loyalty is focused on delivering including the recent expansion into hotels and holiday packages as well as adding more partner airlines.”

Frequent flyer expert Adele Eliseo of The Champagne Mile said there were a number of challenges Mr Glance would need to address over coming years.

She said top of the list, was making sure all members were provided with “accessible redemption options”.

“Working towards a more efficient and equitable way to distribute highly sought after classic reward seats will be key here,” said Ms Eliseo.

Point Hacks’ editor-in-chief Daniel Sciberras agreed increasing rewards availability was the main challenge for Qantas going forward.

“I think the Qantas program is quite strong. The key word for me with loyalty programs is engagement, and Qantas has that down pat,” Mr Sciberras said.

“They’ve recognised frequent flyers and more importantly they’ve recognised frequent buyers, and that’s how the ‘points club’ and ‘points club plus’ have come about. That was fully on the back of knowing more people were earning points on the ground than in the sky.”

Andrew Glance will replace Olivia Wirth as the new Qantas Loyalty CEO. Picture: Supplied

Mr Glance said Loyalty was a “fantastic business” that delivered a lot of value to its members and corporate partners.

“I look forward to helping the team build on that,” he said.

Ms Hudson paid tribute to Ms Wirth’s achievements in the role of Loyalty CEO since 2018 and “her broader contribution to the group during her 14 years here”.

When Ms Wirth’s resignation was announced in October, the Qantas share price fell sharply but on Thursday the dip was much more subdued.

At the close of trade on the ASX, Qantas shares were worth $5.21, up 1c for the day.

Replacing Ms Wirth with Mr Glance, will mean men outnumber women two to one in the group management team.

Mr Glance’s appointment will also add a fifth “Andrew” to the team, alongside chief sustainability officer Andrew Parker, corporate affairs group executive Andrew McGinnes, chief risk officer Andrew Monaghan and general counsel Andrew Finch.

Qantas will deliver its half-year results for the 2024 financial year on February 22.