Simon Hickey, CEO of Qantas Frequent Flyer is looking to grow membership in the program by over 20 percent to hit the 10 million member mark, which is close to one in every two Australians. The program already has members in more than half of Australian homes. Hickey also said that the airline rakes in over a billion dollars from its frequent flyer program and in 2011, 3.8 million award seats were claimed, along with 500,000 products from the Qantas Frequent Flyer store.

Bottom line: Qantas’ competition, Virgin Australia, has around 2.75 million members and is growing by offering status match deals for Qantas Frequent Flyer elite members.