Not only country to country, but passenger to passenger within a country ... I had a chat with a BAEC staff some time ago when I did a comparison of the offers being made to a colleague also registered in UK, it became clear we hadn't been getting the same offers. Apparently the computer had noted I was flying lots of long-haul but no short-haul out of UK and thus made me short-haul incentive offers, and vica-versa for my colleague. We had a chat about my travel profile and the BAEC staff member told me that offers are tailored to travel patterns and are not available to those how are not explicitly made the offer.