So basically Qantas is cancelling every ticket issued today? Or....?
Today does highlight the price point which people will book on a whim in addition to the other benefits to QF.
- Increased brand awareness
- People booking tickets that otherwise wouldn't have ever booked (= new revenues)
- QF can now overbook flights more than normal because a likely higher no-show rate (= increased revenue)
- Re-engagement of QFF members (=no amount of eDMs could ever achieve these results)
- "legit" purchases today may have caused the customer to NOT book a competing airline (=hurts the competition at minimal cost)
- Many people trying QF for the first time because the price was right (=cheap customer acquisition)
- Increased web/mobile traffic to Qantas.com (=how many pax went on to book connections, hotels, car hire, insurance, joined QFF....)
Brilliant strategic PR move if this was intentional.
Interestingly if I were Head of Product @ Qantas I would be keeping tabs on all revenue channels on these people and re-visit the situation in 3 months. The metrics that will come from this are likely different to typical customers and there is huge opportunity to exploit this for profit. This would fit in nicely with the business intelligence co QFF just got their fingers into.
Brilliant QF 10/10