I can't comment on Qantas and thier notes on Frequent Flyers.
But, years ago I worked for a major international hotel chain (no not that one, think of being high and where you are at
) . Well, the stories I could tell you. We kept almost every detail of the high end clients. Preferred rooms (obvious), food, drinks, wake up calls, airlines, cigarettes even, linen, dry cleaning, if they had unannounced extra 'guests' (wink). Also coded comments on thier demeanour and personality. Codes were generally just acronyms. Nothing too sinister.
Some clients, the list was a dozen pages long. But, you would have the other extreme, where they were very private and there was not much info.
Maybe the CSM's at QF would have access to something similair. But the profiles on the Ipads would be limited, due to as some have stated, they have caught a glance at them whilst flying.