We need to Rebuild the Qantas Brand - Joyce

[el_rooto]

Qantas May Add Routes to Keep Long-Haul Business `Relevant' - Bloomberg

 

[JohnK]

At least this article is a little more positive on future direction than the doom and gloom earlier.

Also a considerable drop in market share in 12 months.

 

[tipsy.skipsy]

Just a few news articles , well I don't know if they are mentioned before.

James Hogan has told Qantas's management to focus on their own business

Etihad Airways plans to add few more destinations in India - The Economic Times

 

[straitman]

One would suggest Dragon Air being a likely candidate.

Remember that Dragon Air is part of Cathay.

 

[GT351]

I think this rebuilding is being done with a massive advertising campaign.
TV, at the gym, web based.

Qantas sensory overload.

GT

 

[docjames]

I think this rebuiding is being done with a massive advertising campaign.

Rather than any actual product improvement.....

 

[ethernet]

Look,

Just copy this ad YouTube - Sexy Airline Advertisement russian commercial TV ad 2010 funny HQ
There must be at least 4 QF good lookers.
or this YouTube - Extraordinary air service with Lynx - Axe sexy hostesses.

I guarantee this will win back a more than a few pax that have defected to sandpit airlines.

 

[Oneworldplus2]

YouTube - Extraordinary air service with Lynx - Axe sexy hostesses.

**** YEAH, l'm in, where do l sign...?

I have to admit, the 'sexiest' crew l have laid eyes on is a 'toss-up' between a EZE-SCL-(LAX) LAN Crew or the Thai crew l encountered recently (No, there weren't any lady-boys on that one...IMAO). I would seriously do SC runs to see them again...WOW

 

[oz_mark]

**** YEAH, l'm in, where do l sign...?

...imagine what the air fares would be :shock:

 

[nlagalle]

I heard a good suggestion tonight..They should be flying to the middle east and using that as a hub too, and teaming with Gulf Air or similar to access southern Europe.

 

[ethernet]

Couple of problems with that:-
1) People and the juicy business end of town want direct and speed, and no time wasting lost in transfers. With all the security charades (+2 hours) this can never work. And will pay more for supersonic.
2) The way flights and routes are negotiated means the field is not level - not one bit. Your 'partners' will rat you out in a millisecond.
3) Hubbing works if pax dont really have an alternative
4) Logical Yes, practical no.
5) The successful way is to do what Ryan did - say you are not flying to <country> cut flights - until fees come down - and carry through.

 

[JohnK]

At what point did society become so time conscious? Everything is rush, rush, rush. Must get to the destination as quickly as possible. Can't waste any time. I can see how 3-4 hours is likely to ruin the holiday.

I don't mind if QF went down the path of creating hubs especially in Asia. If my option with QF was to get to SIN or HKG and then make my way to BKK I would do that as long as QF has the schedules to get me there early and leave me plenty of time to connect. I remember a few years QF5 used to depart ~10:00pm (I can work that day and not lose a day travelling) and to get into SIN at ~3:00-4:00am which was almost perfect for early morning connections and then they switched it back to afternoon departure.

And similarly if QF went for a hub somewhere in the middle east people could use that to get to Europe but my concern would be the alternatives to get to Europe from middle east. Personally I will try to avoid middle eastern airlines like the plague.

 

[NormalFF]

If Qantas are really serious about rebuilding their brand, they firstly need to recognise who their most loyal customers were and why they have been disloyal.

Qantas need to win back the Australian public rather than alienate them as they have when the turned their back on Melbournians. ie QF direct flights to Tokyo

Qantas' best asset is the Australian public, but the Aussie public wont put up with inferior service, cramped seating and grumpy flight attendants. It's a great thing to be boarding a QF flight after being away for a while, but whilest SQ and CX have superior service and less cramped seating, then why would you choose to fly QF?

It's up to Qantas to win back their customers and demostrate that they are fair dinkum by not just making fiscal improvements for their shareholder return, but really by improving the experience for their flying customers.

I wonder if they listen?

 

[straitman]

If Qantas are really serious about rebuilding their brand, they firstly need to recognise who their most loyal customers were and why they have been disloyal.

Qantas need to win back the Australian public rather than alienate them as they have when the turned their back on Melbournians. ie QF direct flights to Tokyo

Qantas' best asset is the Australian public, but the Aussie public wont put up with inferior service, cramped seating and grumpy flight attendants. It's a great thing to be boarding a QF flight after being away for a while, but whilest SQ and CX have superior service and less cramped seating, then why would you choose to fly QF?

It's up to Qantas to win back their customers and demostrate that they are fair dinkum by not just making fiscal improvements for their shareholder return, but really by improving the experience for their flying customers.

I wonder if they listen?

NormalFF,

Welcome to AFF.

An interesting first post.

 

[antycbr]

It's up to Qantas to win back their customers and demostrate that they are fair dinkum by not just making fiscal improvements for their shareholder return, but really by improving the experience for their flying customers.

They have been making changes just to keep going - the shareholder hasn't seen a dividend since March 2009 and a share price stuck firmly below $3 so the changes haven't been improving the return to shareholders!

 

[ethernet]

JohnK - Rush Rush Rush.
Part of that is Children. I know many who will not Jetstar via anywhere as the kids
go beserk. Hard to carry them if you over-spike their drinks at the hub point.
Some have their meds measured perfectly, and get a good sleep on direct flights.

NormalFF. Good first post. You said the 'whats in it for me' line and awareness of competitors offering better. When customers notice the cuts, and same as last time auto routine wears thin, they had better buck up.

On shareholder return, QF have done well not to slide much at all. Relative to BA (who have 3 years to return - or be in deep s...) QF have much to be smug about. Trouble is pax have noticed, and are now sniffing elsewhere, while others have gone. Telstra played the smug card - and look where it got them.

They can cut more (near impossible) or spend more(aka Telstra) to cause people to reconsider, and turn those on the fence . With neither they need luck+low oil prices+US to boom out of recession + no Europe debt defaults or a failed airline to pick over (Think BA - Air NZ not likely).

Given everything I expect 'Have you seen the new (implied better) Qantas' campaign which they better not muck up.

 

[dajop]

One observation. Qantas (at least international) is trying to be Apple and charge a premium accordingly. Trouble is the product is decidedly Samsung (or some other slightly inferior - but nevertheless perfectly adequate - brand), with cost control/cost cutting always obvious.

They are going for the hi-tech/designer edge. There is Marc Newson, Neil Perry, Sofitel, Peter Morrisey, there's the A380, shiny metallic finishes in the cabins, modernly designed lounges, NGCI, the FCL etc. Overlay that with a level of cheapness that is necessary to keep the planes flying, and in my mind, it doesn't quite work.