Article: Qantas banking on Asia strategy

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Cabbage

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For me, quite likely one of the most ridiculous statement I've heard from an airline executive, ever:

But the executives believe the demand is there and Qantas can now better serve it with services that include double daily flights from Sydney, Melbourne and Brisbane. "Now we've got the right times," Mr Hickey said. "For example, I was talking to someone and if they wanted to go up just for dinner overnight it would take three nights away.


"Now they can go up in the day, have their dinner and they can get back that night if they have an early dinner." [my emphasis]



Is he being serious..who in their right mind??? But then again, I guess this is AFF :p


Also, he refers to a six hour flight back to Australia. Maybe if there was a direct flight from Singapore to Cairns or Alice Springs perhaps?

Just seemed like a really fluffy piece to me
 
The article requires login to the Australian.

Personally I like the new schedules but I hate the aircraft. Yes I know we cannot have everything.

For Qantas sake, and ours, I hope their new Asia strategy is a success but at the first sign of trouble everything will be dumped on Jetstar and then wash their hands of it.
 
Cookies must be enabled. | The Australian


For me, quite likely one of the most ridiculous statement I've heard from an airline executive, ever:

But the executives believe the demand is there and Qantas can now better serve it with services that include double daily flights from Sydney, Melbourne and Brisbane. "Now we've got the right times," Mr Hickey said. "For example, I was talking to someone and if they wanted to go up just for dinner overnight it would take three nights away.


"Now they can go up in the day, have their dinner and they can get back that night if they have an early dinner." [my emphasis]



Is he being serious..who in their right mind??? But then again, I guess this is AFF :p


Also, he refers to a six hour flight back to Australia. Maybe if there was a direct flight from Singapore to Cairns or Alice Springs perhaps?

Just seemed like a really fluffy piece to me

Did the article mention either Adelaide or Perth?
 
For anyone who just want to have a dinner in HKG or SIN, they would've done so on CX or SQ, which has 4 flight a day - and no early dinners required.

I think QF is making a mistake focusing on Asia, competing against the like of CX and SQ which has a lower cost base and is known for better services, and have high frequencies. The hard product (CX's cirrus seats, SQ's A380) are also superior to the A330 that QF is using for the majority of the flights. Both CX and SQ also provide more Asian destinations via connections than what QF can dream of even if Jetstar is included as part of the network. I simply cannot see where QF can build a competitive advantage in Asia.
 
For context, here is the rest of the article

Qantas banking on Asia strategy

STEVE CREEDY, AVIATION WRITER
April 02, 2013 12:00AM


QANTAS believes a new Asian strategy will prove a winner in the crucial growth market and has signalled aggressive pricing as it moves to fill the 40 per cent capacity made available by the decision to route its European services through Dubai.


As its Dubai service got under way with the arrival yesterday of red tails at Dubai's impressive A380 terminal, the flying kangaroo will ramp up its Asian operations next week with the launch of a sophisticated new lounge in Singapore.
The Asian plans come as executives become increasingly bullish about Qantas International's return to profitability in 2015 and growth prospects for the mainline international operations from 2016 as it brings in new fuel-efficient Boeing 787-9 Dreamliners.


It believes the new planes, coupled with the right cost base, could allow potential new operations to Europe with partner Emirates as well as increased Asian services to destinations such as China and India.
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Executives are optimistic enough that they are preparing to start talks with the board about possible strategies.
The move of its European hub from Singapore to Dubai frees up seats on Singaporean services, with the increase in dedicated capacity averaging 40 per cent but as high as 100 per cent on Sydney-Singapore.
The airline is re-timing its flights to Asia to make them better suited to high-yielding business passengers and to allow for better onward connections to other premium airline partners.


Executives revealed they have established a working group to see how the Qantas operations can dovetail with the expanding Jetstar presence in Asia in the wake of a recent Australian Competition & Consumer Commission decision to allow the airlines to cooperate more closely.


Qantas chief executive Alan Joyce and Qantas International chief executive Simon Hickey conceded it would take time to fill the seats, and Mr Joyce said it was expected seat factors, the percentage of seats filled by paying passengers, would take a hit in the next few months.


But the executives believe the demand is there and Qantas can now better serve it with services that include double daily flights from Sydney, Melbourne and Brisbane. "Now we've got the right times," Mr Hickey said. "For example, I was talking to someone and if they wanted to go up just for dinner overnight it would take three nights away.
"Now they can go up in the day, have their dinner and they can get back that night if they have an early dinner."


Mr Hickey said the new Singapore lounge heralded a new approach to travellers that was about showing them Qantas understood business people travelling to Australia.
It would offer pre-flight meals and allow passengers to sleep on the six-hour trip to Australia.


The Qantas International boss said part of the Asian strategy was to provide connections that would allow travellers to return directly to Australia without needing to go back to a hub. He cited the example of a passenger who travelled to Singapore, then connected to Tokyo with Japan Airlines before returning home directly.
"If I was flying Singapore Airlines I would be flying back to Singapore and taking what connections I could get -- that's a massive differentiator of service to Asia that no one else can provide."


The working group is looking at taking advantage of the Jetstar network and deciding which product characteristics Qantas International customers would like to see on the low-cost carrier's network. Qantas has been looking at moves by Lufthansa to move its short-haul services to a lower-cost model in what officials see as an emerging trend.


Mr Joyce said this could be a "win-win" for both carriers as it would provide traffic that would not normally travel with Jetstar without changing the Jetstar model and affecting its cost base.


He said this would allow Qantas international to take advantages of Jetstar joint ventures in Japan and Hong Kong and an expanding Asian network.
Jetstar Hong Kong has yet to launch and Mr Joyce said recent changes in the Chinese government were still working their way through the system.

Steve Creedy travelled to Dubai courtesy of Qantas
 
The Asian plans come as executives become increasingly bullish about Qantas International's return to profitability in 2015 and growth prospects for the mainline international operations from 2016 as it brings in new fuel-efficient Boeing 787-9 Dreamliners

I think Dreamliners is the active word there - as someone else said with QF fleet planning the only aeroplanes will the the paper ones flying around the board room! Have a look at the current fleet - where will this expansion come from? The B788s destined for JQ? The deferred B789's? The deferred A380 "hub busters" that you buy before leaving your slot constrained hub? The reliable but ageing B744 A330 and B763 fleet with interiors and products that are already uncompetetive in their markets? When were those refits due on the QFi A330 fleet again?

It believes the new planes, coupled with the right cost base, could allow potential new operations to Europe with partner Emirates as well as increased Asian services to destinations such as China and India.

What new planes? Cost base would seem to imply that QFi think they can find a lower cost base than in China or India, good luck with that! COnsider the agre of the fleets, tax treatments and cost of doing business in Australia vs other contries.

Qantas chief executive Alan Joyce and Qantas International chief executive Simon Hickey conceded it would take time to fill the seats, and Mr Joyce said it was expected seat factors, the percentage of seats filled by paying passengers, would take a hit in the next few months.

In other words - all of QFi competitors SG CX and Scoot etc will not take this lying down. Expect fares and yields to drop further.

But the executives believe the demand is there and Qantas can now better serve it with services that include double daily flights from Sydney, Melbourne and Brisbane. "Now we've got the right times," Mr Hickey said. "For example, I was talking to someone and if they wanted to go up just for dinner overnight it would take three nights away.
"Now they can go up in the day, have their dinner and they can get back that night if they have an early dinner."

As others have said - a ridiculous statement with SQ and CX having much better frequencies and products between SYD/MEL/BNE and SIN/HKG for the sort of market that would "pop up to HK for a dinner". And if you live in CNS/ADL & PER for example - whom has better timing and connections to get to and from SIN and HKG and elsewhere in Asia?

Mr Hickey said the new Singapore lounge heralded a new approach to travellers that was about showing them Qantas understood business people travelling to Australia.
It would offer pre-flight meals and allow passengers to sleep on the six-hour trip to Australia.

No argument that a good lounge helps and pre-flight meals are a good idea but suspect the journalist misunderstood the six-hour trip to Australia on QFi, surely Simon Hickey would know how long a flight between BNE/SYD/MEL and SIN takes.

The Qantas International boss said part of the Asian strategy was to provide connections that would allow travellers to return directly to Australia without needing to go back to a hub. He cited the example of a passenger who travelled to Singapore, then connected to Tokyo with Japan Airlines before returning home directly.
"If I was flying Singapore Airlines I would be flying back to Singapore and taking what connections I could get -- that's a massive differentiator of service to Asia that no one else can provide."

True - if you live in SYD, but what would a passenger do if they lived/worked in PER and wanted to fly to SIN or HKG and then Japan and then how do they fly home? Any guesses?

The working group is looking at taking advantage of the Jetstar network and deciding which product characteristics Qantas International customers would like to see on the low-cost carrier's network. Qantas has been looking at moves by Lufthansa to move its short-haul services to a lower-cost model in what officials see as an emerging trend.

Mr Joyce said this could be a "win-win" for both carriers as it would provide traffic that would not normally travel with Jetstar without changing the Jetstar model and affecting its cost base.

Very confusing statement and am unsure if this is anything more than a "thought bubble", even if it has something to do with QFi Asia Strategy - if the strategy is to dump QFi passengers onto various JQ Asia subsidiaries then perhaps they had better understand their market and maybe allow some baggage to be checked through, or maybe some sort of recognition of status? Or are they suggesting that the JQ asian partners are serious competitors to other Asian airlines in customer service and product?

He said this would allow Qantas international to take advantages of Jetstar joint ventures in Japan and Hong Kong and an expanding Asian network.
Jetstar Hong Kong has yet to launch and Mr Joyce said recent changes in the Chinese government were still working their way through the system.

Lets see how the JV's in SE Asia, Japan and HK go first, and it seems that no-one has learned anything about doing business in Asia if they are still talking to the Chinese government.
 
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The statement about better timings into SIN and HKG are only partially true (IMO).

Perhaps morning dept from Aust and afternoon arrival is good for most people. But to have all your flights bar QF5 in 4 cities arrive with the same hour, you are not providing any choice or flexibility. This prob also creates bottlenecks and crowding issues.

Then we go back too SQ and CX with more choice and prob better hard product.

(correction: QF81 changed to QF5)
 
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The statement about better timings into SIN and HKG are only partially true (IMO).

Perhaps morning dept from Aust and afternoon arrival is good for most people. But to have all your flights bar QF81 in 4 cities arrive with the same hour, you are not providing any choice or flexibility. This prob also creates bottlenecks and crowding issues.

It is easy to find an SQ schedule out of BNE that fits with most schedules. However i do agree that it would be good to have more BNE direct flights to more Asian cities.

Alby
 
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The statement about better timings into SIN and HKG are only partially true (IMO).

Perhaps morning dept from Aust and afternoon arrival is good for most people. But to have all your flights bar QF81 in 4 cities arrive with the same hour, you are not providing any choice or flexibility. This prob also creates bottlenecks and crowding issues.

At least though there is now a choice of day flights and evening flights ex SYD/MEL to SIN (counting EK codeshare). But not a lot of choice ex-Asia back to Australia (at least ex-SIN) ... for SIN-MEL you have 2 QF group flights (1 QF and 1 JQ) and 1 QF codeshare all departing within a 90 minute window for SIN-MEL. SIN-SYD is better with 2:25 time difference between flights.

Also - on the QF "group", you have a situation where QF and JQ operate on the same route at more or less at the same times in both directions (1 hr diff MEL-SIN, 5 mins diff SIN-MEL). One thought there would have been an opportunity for more creative scheduling for JQ, especially now the extra QF capacity must be eating into their margins.
 
At least though there is now a choice of day flights and evening flights ex SYD/MEL to SIN (counting EK codeshare). But not a lot of choice ex-Asia back to Australia (at least ex-SIN) ... for SIN-MEL you have 2 QF group flights (1 QF and 1 JQ) and 1 QF codeshare all departing within a 90 minute window for SIN-MEL. SIN-SYD is better with 2:25 time difference between flights.

Also - on the QF "group", you have a situation where QF and JQ operate on the same route at more or less at the same times in both directions (1 hr diff MEL-SIN, 5 mins diff SIN-MEL). One thought there would have been an opportunity for more creative scheduling for JQ, especially now the extra QF capacity must be eating into their margins.

Good point about the EK codeshare flights, i didn't consider them. A day time flight ex-HKG or even ex-SIN would be nice offering more choice to suit all sorts.
 
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