Qantas is finally seeing some improvement from its Jetstar brands. But will the discount airlines be able to sustain their success?
It's the same story all over the world. Investors, focused on short-term returns, crave dividends on their airline stocks.
Airline competition is evolving from lounges to loungewear in the front of the plane. Hey, if they have lie-flat seats on long-haul flights, then frequent flyers might as well walk the aisles and sleep in style.
For any airline not called Emirates, A380s work best for the biggest cities, such as London, Los Angeles, Hong Kong, Sydney and Shanghai. For most other places, they have too many seats.
The goal is to make airline lifestyle brands relatable, likable, insidery, and envy-inducing badges of honor. Fashion and other style elements are the type of brand associations which make that connection happen. Plus: Women make key travel decisions for themselves and their families.
Qantas is making some very smart and bold branding moves. The timing of this collaboration with Tesla around the launch of the Model S is only the latest.
With Qantas' decision, the question arises what other oneworld partners will do next. The Wi-Fi space race just heated up again, and it never even had time to cool down.
Not quite an in-flight magazine, not quite a consumer publication. It will be interesting to see how this plays out and if other brands follow suit.
A safety video which manages to be entertaining and promotes the brand is good. Marketing content designed to go viral, disguised as a safety video, is not.
JetStar is a success story for the Qantas group; one that other airlines will want to review closely. But it also benefits from a unique market which has seen significant passenger growth, and where long-distance flight is the best available—or only option—to get from point A to point B.