What does being an FF mean to you: Questions from a researcher

[iainb]

My name is Iain Black and I am a senior lecturer in the department of marketing, Sydney University. I have recently finished a study of very frequent flyers (I took 50 flights in 3 months) but the journal editors who want to publish my work have a couple of issues that need clarified.

Basically the editors want to know more about what FF status and premium class travel means to people. They get the story about the practical benefits of being a high tier member of an airline program and how that maintaining these benefits would motivate people to go on MRs etc. What they want me to find out more about is what FF status and Business class means to people on a more personal, even symbolically level.

If anyone could let me know what having (or indeed losing) FF status or J or F class flights means to them that would be really helpful. Of course the answer could be a combination of the two!

Thanks

 

[munitalP]

Right at the moment being a many year Platinum (preimum) flyer with Qantas, the changes to the FF scheme "do my head in" so far that as of tomorrow, I am long hauling on SIA for the first time ever in J - 1 month ago, I would have done this flight on QF


Being a Platinum FF has the benefits - the ones I get the most kudos from are:

• Preimum check in - time saving gift from the Gods (albeit the minor Gods)
• Qantas lounges, all three, the Qantas Club, The Platinum Lounges and the First Class Lounges - gets away from the hussle & bussle of the crowds and for all the complaining we do about the clubs, they are a feature I would miss if I couldn't access them
• Racing to the front of the line while boarding - again time saving
• The special treatment while flying Y by the flight attendants (most times)
• The ocassional OP up... :shock:
• Mrs munitalP getting comp Gold each year

There are many more benefits - I'm sure everyone here will have differing views

Mr!

 

[iainb]

Right at the moment being a many year Platinum (preimum) flyer with Qantas, the changes to the FF scheme "do my head in" so far that as of tomorrow, I am long hauling on SIA for the first time ever in J - 1 month ago, I would have done this flight on QF



Being a Platinum FF has the benefits - the ones I get the most kudos from are:

• Preimum check in - time saving gift from the Gods (albeit the minor Gods)
• Qantas lounges, all three, the Qantas Club, The Platinum Lounges and the First Class Lounges - gets away from the hussle & bussle of the crowds and for all the complaining we do about the clubs, they are a feature I would miss if I couldn't access them
• Racing to the front of the line while boarding - again time saving
• The special treatment while flying Y by the flight attendants (most times)
• The ocassional OP up... :shock:
• Mrs munitalP getting comp Gold each year

There are many more benefits - I'm sure everyone here will have differing views

Mr!

Thanks for this. Just to clarify something when you are in Y, is the special treatment nice because they are doing nice things for you or because it makes you stand out a little? Or even a combination of the two?

 

[munitalP]

Thanks for this. Just to clarify something when you are in Y, is the special treatment nice because they are doing nice things for you or because it makes you stand out a little? Or even a combination of the two?

It's the nice things they do such as firing out a beer before the usual cabin service starts, business class headsets (even thought they dont work in Y) and ocassionally a overnight kit from J. Also, I was refering to the service on internationals not domestic.

I don't get off on being singled out or standing out in a crowd - I generally don't talk to strangers on planes and there is no preconceived perception of better service due to my status....


Mr!

 

[QF WP]

To clarify for all members, Iainb approached the Moderators and admin with his request, so this thread is sanctioned.

I'm a 20 year (veteran ) member of the Qantas FF program (and it's forebears). Was a mid and top-tier (Silver and the Gold) in the "old" program (80's and 90's). When converted across to the "new" program, maintained Gold until 2002, when I first qualified for Platinum (August 2002). I was Plat for 5.5 years, as I fell back to Gold on 28 Feb this year :shock:.

What they want me to find out more about is what FF status and Business class means to people on a more personal, even symbolically level.

If anyone could let me know what having (or indeed losing) FF status or J or F class flights means to them that would be really helpful. Of course the answer could be a combination of the two!

Agree with munitalP's list. Losing Platinum was like losing a friend. Having had it for so long, I was used to talking to the Platinum Desk and knew a lot of the CS staff. Now as a Gold, I'm at the front of the mainline Customer Service team. Still great service, but as I don't know anybody, it's just not the same. Relationships start again with a new (and larger group) of CS staff, so will be unusual for me to get the same person from booking to booking.

The service levels from the staff in the Qantas Club aren't palpably different from my experience betwen different levels of membership.

The benefit of Platinum that I would really miss, if I was doing much International flying, is the access to the First Lounges in SYD and MEL and elsewhere in the world. As I'm based in BNE, the difference between the F and J lounge aren't great (and I'll have my first taste of the difference next weekend)

I rarely book paid J, rather I use a flexible or fully flexible fares (K or H predominately) and if available and worthwhile use of points, upgrade to J. I tend to only upgrade flights of 2hrs or more. HAving access to the QC and On Departure Upgrades certainly is a benefit of accessing last minute (within 24 hour) upgrades that low tier members can only access via telephone (and ceases at 24 hours prior to flight, unless they have QC access).

I'd love to think that I'll get back to Platinum, but as there isn't a significant difference in benefits for me (given the majority of my travel is Domestic), I'd have to be sufficiently close to the 1,200 SC mark and assume that it is worth the extra expense based on the assumption that I would use it.

Finally, the Lifetime benefits seem to gring to a halt at Lifetime Gold. Disappointing for a lot of mmbers who achieve it that there is no further hurdle, so a disincentive and loss of impetus to achieve anything at that point (other than Plat renewal). That's why there is such a large leakage discussed (in this and other FF sites) to American Airlines program at this point.

 

[dot]

Hi Iain,

I am a QF WP member (Five years now). For the past two years, my travel has been mainly J apart from the odd domestic trip in Y (rare), but prior to that, al my travel was in Y and mainly domestic (apart from a once a year jaunt to the LOTFAP or Asia in Y). Now with two years of luxuries in J, I am faced with a flight to MNL next week in Y. Four years ago, I wouldn't have blinked, but now having been spoilt with J seats, I am not looking forward to it. For me, sitting in J is not about status, it is about comfort.

As for being WP(PG) - I think that it does make a difference in how I am treated by QF, BA and CX staff (AA Staff don't seem to give a rats) and I observed a noticeable change in their behaviour (and willingness to bend over backward) to try an satisfy my requests. There have been two points in my QFF membership where I saw this shift - on graduating from SG to WP and on achieving LTG status.

On my upcoming trip to MNL in Y, I have no desire to be singled out for special service in-flight, but I wouldn't knock back any extras the CSM might sort out for me (J meal, reseating me in an empty row so that I can spread out... that sort of thing). I don't expect it, but I won't reject it if it happens either.

What does being WP mean to me? - apart from the obvious perks, don't get me wrong, I do like the perks -

1. The willingness for (ground and flight) staff to go a bit more out of their way on my behalf
2. The ability for me to keep to me (both in the lounges and on board). In flight, that comes down to sitting in J or the staff blocking out a seat next to me in Y.
3. A degree of satisfaction in achieving WP(PG) and LTG. I guess there is a bit of competitive spirit in that - knowing that I have done more flights than the next bloke and achieved a higher 'score'.

To put these three points in perspective, the one-up-manship (3) is a tiny component when compared to the first two points.

If I can think of anything else, I will add it later.

Hope this helps.

PS - I would be interested to read your paper - can you provide details of the journal and publish date when it get closer to being published?

 

[NM]

For me, the FF status is what makes business travel bearable. The downside of business travel is that I am required to spend significant amounts of time away from my my most precious resource - my family. So having access to decent lounge facilities (with food, drinks and clean toilets and showers), being able to speed the process through the airport with priority check-in and baggage, and priority access to things like security screening and immigration processing, and preferential seating allocations are a few of the things that make the travel experience bearable.

I find the biggest advantages for the FF benefits are for long-haul international travel. I can live without some of the benefits for domestic travel (the lounges are not that great, on-line check-in helps etc). But for long-haul international travel, its nice to feel comfortable and fresh after a shower, have some space and quiet to either catch up on work or to unwind after a busy work period etc.

Travelling in J for business (I only get F through upgrades) means I can have some hope of arriving at my destination fresh and ready to face the next work task. It also means I generally arrive at the immigration queue ahead of most of the passengers on the flight, and hopefully the priority luggage processing will mean I can get through customs quickly as well.

 

[dot]

For me, the FF status is what makes business travel bearable. The downside of business travel is that I am required to spend significant amounts of time away from my my most precious resource - my family. So having access to decent lounge facilities (with food, drinks and clean toilets and showers), being able to speed the process through the airport with priority check-in and baggage, and priority access to things like security screening and immigration processing, and preferential seating allocations are a few of the things that make the travel experience bearable.

I find the biggest advantages for the FF benefits are for long-haul international travel. I can live without some of the benefits for domestic travel (the lounges are not that great, on-line check-in helps etc). But for long-haul international travel, its nice to feel comfortable and fresh after a shower, have some space and quiet to either catch up on work or to unwind after a busy work period etc.

Travelling in J for business (I only get F through upgrades) means I can have some hope of arriving at my destination fresh and ready to face the next work task. It also means I generally arrive at the immigration queue ahead of most of the passengers on the flight, and hopefully the priority luggage processing will mean I can get through customs quickly as well.

I concur with these thoughts as well...

 

[munitalP]

I can't argue with any of the previous mentioned points either...


Mr!

 

[iainb]

Thanks for the detailed responses. It seems that one of the issue the editors the editors want more detail on may not actually be that important.

I thought that for some passengers (certainly not all) the FF status or being a regular J class passenger became part of their identity, a part of themselves that they valued. I.e to be a Plat card holder showed to the world that in the context of airtravel (and their job), they had some standing, they were special compared to the tourists at the back of the bus and were therefore proud to tell their friend about the plat card. I went on to argue this was part of the reason some people did MR etc, so that this part of their identity could be maintained (I told you it was academic research!).

It sounds from your (and others) responses though that I am overplaying this and travellers really do mainly go on MRs for the miles and perks that, as you say, make flying bearable. Nothing more?

 

[NM]

I thought that for some passengers (certainly not all) the FF status or being a regular J class passenger became part of their identity, a part of themselves that they valued. I.e to be a Plat card holder showed to the world that in the context of airtravel (and their job), they had some standing, they were special compared to the tourists at the back of the bus and were therefore proud to tell their friend about the plat card. I went on to argue this was part of the reason some people did MR etc, so that this part of their identity could be maintained (I told you it was academic research!).

I think few people would be willing to admit to this. However, I do believe it is a factor for many people.

It sounds from your (and others) responses though that I am overplaying this and travellers really do mainly go on MRs for the miles and perks that, as you say, make flying bearable. Nothing more?

I have never undertaken a MR as such. I have, however, routed a required trip the long way in order to ensure I reached or retained FF status. I would not pay extra (of my own or my company's) money for status, but I am happy to spend a few extra hours flying to make the grade.

 

[jasonja3]

For me, it is about making my travels convenient and being supported when needed;

Convenience - Saving time is a huge one for me, I always have tight schedules (and running late..), and time things too tight so, for me no time wasted checking in, boarding the plane, waiting on the phone for staff, waiting to de-plane etc. Also providing ammenities such as lounges etc. Basically making my travels as seamless and painless as possible.

Support - I know that when I need to make changes due to circumstances, generally I am obliged my requests which can be (and have been) very helpful in unplanned and difficult situations

These benefits I get from mainly my status, but certainly also from my travel class when I am in J (international only).

I don't like being singled out - esp. by the CSM on my flights for the obilgatory welcome, I don't carry hand luggage (the only form of luggage..) with my WP tags and I don't make requests with the notion that I will get what I want just because of my status.

These benifits mean that my travel is more acceptable, and a bit of a trade off for being away. I know that taking them all away and putting me in Y, would mean my travelling would be delegated quicker than you can say Frequent Flyer!!

Hope this helps Iain.

 

[drron]

The only time that having top status is important on a purely selfish,personal level is when you meet a smug self centred WP(ie the types who do not subscribe to AFF) and I counter with but I am Explat.
What really motivates me is basically what others have said.But as my travel is leisure and self funded the most important thing for me is getting premium award seats when I want to fly and guaranteed upgrades.For me this is better in the AAdvantage program than QFF.I have never been able to get a full itinerary in award premium seats on QFF but have not failed on AAdvantage.Also being top tier on AA when my ticket has been paid and issued then one phone call can get me a virtually guaranteed upgrade for free-no points required.As my travel is leisure I have the advantage of everything being planned and getting my request in early.
Lounge access and all the other benefits are good but not as important for me having purchased life membership in the Qantas club many years ago.

 

[oz_mark]

When I initially became plat, I have to admit that I found it something to be valued, and as my business travel waned I sought ways to hold on to it (e.g doing transcons via Adelaide, which actually has worked out to be cheaper sometimes as well). But after taking a hard look at it, decided that gold would get most of what I wanted, and was still a realistic goal!

I am not sure that it became part of my identity, and most people around me could care less about what colour card I had. It is what it gets me that I value - access to the lounge, 50% bonus points.

 

[thegurio]

How about a comment from someone who is trying to get there?

For me the reason why i am trying to get there, is mostly due to the time saving and relaxing features, i.e. priority boarding, baggage etc. as i am always running late no matter how hard i try to be early. The lounges for me are a bonus but i have 2 problems with these.

1. DJ has taken it upon themselves to not put a lounge in my home town, but considering i live in HBA i cant see it happening anytime soon
2. As i am always running late its either 25 mins or 2hrs in the lounge, the only good thing about this is that if its a shorter time i'll eat in the terminal, though this can be frustrating during School Holidays/weekends etc. If its the longer time i have no problem with paying the $30 to get in there to use it.

All in all for me it is also a bit of "I've been doing this for a while" sort of thing and yes i like the shiny tags, for someone in my profession, it isn't well known to be a frequent flyer so for that it makes me feel good. But like others said above all it makes it more bearable when away from the family. To add to that i also love flying, airports, lounges etc. and i devour TR's with photos like a madman so that also helps.

 

[bokflyer]

I have been QF Plat for the past 5 years, the biggest benefit is the time-saving and ease of using 1st class check-in and lounges. I have also been op-upped to 1st on 3 occassions, which is always welcome. The bulk of my flying is intl J, occassional domestic Y. I wouldn't say it is part of my identity, but it is certainly worth having for the frequent traveler. The biggest other benefit is being able to redeem points when no FF seats are showing available, at least under the old, now "classic" system. I have used this on several occassions to get a companion J reward ticket for either the wife or my son. Haven't tried since the new system was introduced, but I'm hoping this is a Plat benefit that will remain.

 

[BAM1748]

This would seem the perfect thread to post my first message.

Why FF - It's the free beer of course, always fly (use the lounges) in the afternoons.

Matt

 

[JohnK]

This is my second year as QF Platinum, I travel mainly in the economy cabin, and I enjoy the benefits that come with the status including better treatment by Qantas staff whether they be in customer service, check in agents or flight attendants.


Some of the more important benefits for me are

• Priority check-in, do not enjoy waiting in the long economy queues
• Priority luggage tags
• Lounge access, and as a Platinum even when not flying
• Ability to preselect better seats like exit rows
• Extra baggage allowance on QF flights
• Accumulating frequent flyer points and getting 100% bonus for being a Platinum
• Getting to the airport early for a flight and being offered a seat on earlier flights even though I only purchased the cheapest airfare
• Missing a flight and given a seat on a later flight even though I only purchased the cheapest flight
• Great customer service whenever I call the QFF service centre
• The personal greetings, mainly travel economy, on long haul flights and being given things like business class headsets, pyjamas and any drink of choice and recently even a mid flight op-up to business class as the IFE was not working properly

 

[scottmac99]

The only thing I can tell you (and this is something I heard from another researcher) is that 1st class pax actually need less in the way of services and facilities than do Bus Class pax.

This appears to be because Bus Class pax are 'on the way up' and need the recognition etc. 1st clas pax are already there and don't need to prove anything to anyone.

Scott

 

[Evan]

It sounds from your (and others) responses though that I am overplaying this and travellers really do mainly go on MRs for the miles and perks that, as you say, make flying bearable. Nothing more?

I think you could get this idea since for a lot of us the flying if work (witness my 12-14 international flight segments booked in Sept this year, all in economy which is company policy)

I find the upgrades, just being treated better as why i value my platinum card, also relaxing in lounges with internet access.

I think all people will want to feel some special attention is being paid to them, this is natural.

I values some of the benifits of being a frequent flyer so much as a not so frequent flyer (or some number of economy domestic flights) that i purchased QF club lifetime membership years ago just to get the privleges since i actually used them ! like lounge access for the said beer

E