medhead
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Looks like IATA are having a "think" fest of brilliant ideas. 
Higher airfares on cards for those who live in wealthier postcodes as airlines get personal
With some Qantas stuff:
But the following struck me. I would love to have a personal outline from Alan Joyce comparing and contrasting his stated policy of recognition on birthdays, against my experience in 2014 where the CSM seemed to actively ignore me when flying on my birthday. I made eye contact 3 or 4 times and they just looked away, perhaps that's just coincidence.

Higher airfares on cards for those who live in wealthier postcodes as airlines get personal
Savvy travellers know that pricing of flights is based on demand and that the person next to you, who booked three months earlier, may have paid half the price for the same flight.
But what if the price paid by the person next to you was lower because you live in a wealthy inner city suburb and they live in a cheaper, outer suburb? Or maybe you paid more for the flight because the airline knows from your booking history that you fly the same route at the same time every year to visit family overseas?
With some Qantas stuff:
Mr Joyce said Qantas already offered a more personalised service for its top-tier flyers using data as a result of their financial importance to the airline.
"We had a CEO that was travelling on Qantas," he said. "She wanted to see a movie on the aircraft and the in-flight entertainment wasn't working on that flight. The cabin manager apologised and went into the system and reported the problem. By the time the passenger landed in Sydney there was an apology there and a DVD of the movie of the movie she wanted to see was delivered to her house. And she told everybody how well we took care of her, because we had information and tracked it."
But the following struck me. I would love to have a personal outline from Alan Joyce comparing and contrasting his stated policy of recognition on birthdays, against my experience in 2014 where the CSM seemed to actively ignore me when flying on my birthday. I made eye contact 3 or 4 times and they just looked away, perhaps that's just coincidence.
"If you are sitting in 99A … and it is your birthday and a special occasion and we know about it, [the flight attendants] will come down," he said. "Our people come to celebrate something special."