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.