Qantas/Emirates partnership off to a flying start

Qantas CEO Alan Joyce (left) and Wmirates President Tim Clark. Photo courtesy Reuters.

Qantas CEO Alan Joyce (left) and Wmirates President Tim Clark. Photo courtesy Reuters.

Qantas CEO Alan Joyce must be beaming, as he reported bookings for trips to Europe going up six-fold when its first partnership flight with Emirates Airlines took off on March 31. It marked the beginning of a new strategy to bring Qantas back into the black, and it looks like a promising shift.

Mr Joyce said: “The new network will cut average journey times by more than two hours from Melbourne and Sydney to the top 10 destinations in Europe.”

Qantas customers heading out of Australia through Emirates’ home base Dubai will be able to access 65 destinations in Europe, Africa and the Middle East. Qantas will no longer use Singapore as its hub for Europe-bound flights but will continue to use it to fan out to Asian destinations.

Now the game is really heating up and we can expect rivals such as Singapore Airlines and Cathay Pacific Airways to react to the competition. For Qantas, it is its ticket for a new lease of life. For its competitors, it is time to up the ante which can mean more competitive fares to maintain market share.

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About David Leo
David Leo has more than 30 years of aviation experience, having served in senior management in one of the world's best airlines and airports. He continues to maintain a keen interest in the business, writes freelance and provides consultancy services in the field.

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