Qatar Airways takes on Singapore Airlines

Photo courtesy AisaOne

Photo courtesy AisaOne

IN an interview with the Straits Times at the Singapore Air Show, Qatar Airways chief Akbar al-Baker said: “I don’t think that there is any airline operating into Singapore, including Singapore Airlines (SIA), that offers this (Qatar’s) high standard of product.” (The Straits Times, Feb 13, 2014)

If anyone were to refute Mr al-Baker’s claim, he would probably point you to the 2013 Skytrax survey, which placed Qatar second after Emirates Airlines in the best airlines category. SIA was third.

Indeed, SIA should be flattered that many airlines have over the years used it as the benchmark for excellence. But it should be concerned that a number of them are now moving ahead, the competition coming strong from Middle East carriers that besides Qatar, include Emirates and Etihad Airways. In fact, Emirates which modelled itself on SIA could claim it has beaten the master at its game.

It is now up to SIA to show it is still the leader in the field when it looks like the Middle East carriers have brought the battle to its home ground. Of the three rivals, SIA may have found a friend in Etihad. Both airlines have stakes in Virgin Australia. Etihad chief James Hogan has said there is room for the two airlines to cooperate. Emirates has entered into a non-equity mega alliance with Qantas, and its impact on the kangaroo route competition cannot be underestimated.

Mr al-Baker however does not believe in the “smaller” alliances and chose to be a part of OneWorld instead. Referring to the Etihad strategy of picking up stakes in several airlines that include Virgin Australia, airberlin, Aer Lingus and Air Seychelles, Mr al-baker said: “We feel that joining a larger alliance serves the same purpose without those huge investments.” (See Etihad Airways on a roll picking up stakes in other airlines, Feb 4, 2014) Whatever the strategy, SIA is up against not one but three equally aggressive rivals from the same region.

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About Dingzi
Writer by passion, with professional expertise in aviation, customer service and creative writing. Aviation veteran, author, editor and management consultant. Besides commentary on business issues and life-interest topics, travel stories and book reviews, genres include fiction, poetry and plays. Nature lover who abhors cruelty of any form to animals, and a tireless traveler. Above all, a dreamer.

One Response to Qatar Airways takes on Singapore Airlines

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