The QANTAS brand is key, as QL is the largest customer loyalty program in Australia where customers can aspire to earn enough points towards free flights, flight upgrades or to purchase items from the QANATAS store. This strong brand also gives QL the opportunity to establish strong collaboration with partners such as AVIS. As the QANTAS brand is highly respected, agencies/organisations are keen to partner with this successful program to promote their business. This is reinforced by the coalition effect, whereby the more partners there are in the overall network, the more likely members are to spend money on QL's on-time affiliates, which further increases revenue for QL and