The marketing advantage would come from a lesson of negative publicity for a brand.

But even if it was voluntary
I think if an airline in AUS offered such a change facility they would be perceived as acting more fairly to consumers and hence their brand value would increase.

Over the next year or two we will see in AUS the big corporates taking the lead from the results of the Banking Royal Commission and positioning themselves to act more fairly and ethically than they have in the past. This will be financial and non financial industry players. They will want to be seen to be fair corporate citizens.

There was was a story in the Fin Review today about QF allowing a woman who is getting cancer treatment a pause in her FF account similar to their offering to new parents. It made sense and so they changed the rules.

here it is but it might be behind a paywall. https://www.afr.com/brand/chanticlee...0190315-p514ft