Qantas Frequent Flyer has been named Australia’s top performing travel loyalty program in The Science of Loyalty 2026.
The national study assesses 60 leading programs across travel, retail, banking and paid memberships.
The research found 62% of Qantas Frequent Flyer members actively favour flying with the airline because of the program, while 44% said it made them more likely to choose Qantas over a competitor and 18% said they use the airline exclusively.
Despite the strength of individual programs, overall loyalty engagement has softened. Active use across the programs studied fell to 45% in 2026, down from 52% a year earlier.
Honeycomb Strategy assessed programs using measures including membership levels, engagement and their impact on customer spending, with the research also examining the behavioural factors influencing loyalty.
Renata Freund, Honeycomb Strategy Founder and study co-author, said Qantas Frequent Flyer’s tier structure encouraged members to protect benefits and status they had already earned.
“Qantas has run on exactly this principle. Status Credits have historically reset each membership year, encouraging members to re-earn their tier annually,” Ms Freund said.
The study highlighted benefits such as lounge access, priority boarding and upgrades as important to retaining higher tier members, as losing those privileges can feel more significant once they have become part of a traveller’s usual experience.
Recent program changes, including Status Credit rollover and expanded opportunities to earn through everyday spending, were also identified as measures that could encourage ongoing participation.
Kieran Collins, Honeycomb Strategy Strategy Director and study co-author, said the program’s strength came from giving members something they wanted to retain rather than focusing solely on future rewards.
The findings come as business and travel brands face a broader challenge in maintaining regular engagement with loyalty programs, despite their continued influence on purchasing decisions.
