Qantas Frequent Flyer has expanded its network with a new David Jones partnership, giving Australians more ways to earn points that can be redeemed on travel.
Frequent Flyers can now earn 1 Qantas Point for every $1 spent at David Jones in-store or online. Members who prefer retail rewards can instead collect 3 David Jones Rewards Points for every $1 spent.
The partnership adds retail firepower to Qantas Loyalty, which already counts more than 17 million members and sees around 17,000 Reward seats booked daily. For travel professionals, the shift could spark greater demand for advice on maximising redemptions and using points for upgrades, hotels and premium travel.
Loyalty link takes off
The David Jones Rewards program counts 3.6 million members, who can now connect their accounts directly to Qantas Frequent Flyer. Qantas Loyalty CEO Andrew Glance said the move reflects how many members already shop with the retailer and aligns with established behaviour.
“1 in 2 Qantas Frequent Flyers already shop regularly at David Jones and this partnership will unlock billions more points, which members can use for their next flight, upgrade, hotel stay or other rewards across the program,” Glance said.
“This is another example of a leading Australian retailer recognising the power of the Qantas Frequent Flyer program to attract and retain high-value customers.”
Stacking value
Program stacking allows shoppers to earn on multiple levels. Purchases from brands such as Country Road, Lancôme, Rodd & Gunn and Sportscraft will reward both through David Jones Rewards and the brand’s own loyalty schemes. David Jones credit cardholders can double their points when they pay with the card.
The move reflects a broader trend where airlines are turning everyday shopping into travel opportunities. For Qantas, expanding retail partnerships strengthens its ecosystem and ensures members engage even when they are not flying.
Industry observers highlight that loyalty programs are no longer a side benefit but a core driver of airline profitability. Linking high-spending retail customers to Qantas Frequent Flyer could boost points balances significantly, influencing future travel choices.
Agent implications
For travel advisors, the change means keeping pace with how clients earn points outside traditional travel. As balances grow, clients are more likely to seek guidance on using their points effectively, whether for premium cabin upgrades, classic reward seats or hotel stays. Advisors who can navigate the loyalty landscape will hold a stronger value proposition.
Spotlight event
To celebrate the partnership, David Jones and Qantas will host a runway show at Qantas’ Hangar 96 in Sydney on 15 October. The event will feature the department store’s Spring Summer 2025 collections and highlight the new tie-up. The showcase will be the first of its kind inside Qantas’ largest hangar.
KARRYON UNPACKS: This tie-up means more clients earning Qantas Points through everyday shopping. For agents, it signals a likely spike in redemption-driven enquiries, making loyalty knowledge a key part of servicing future bookings.
