I agree it's good QF is taking steps to remove unprofitable people and routes from the business.
Sure they're an Australian airline but first and foremost they are a for-profit company.
My observations:
- Looking at availability for QF/EK SYD-DXB every month for the next 6 months - EK has much higher loads on all dates. Some are sold out where QF has 9+ economy available. Similar story for MEL and BNE. QF codeshares on EK have higher loads. (What this tells me is that passengers are trying EK - realising it's better than QF and telling their friends/family to go with EK. This also explains why QF codeshares are booked out. Some folks are happy to pay the higher price for QFF benefits but prefer the superior EK aircraft.)
- Same periods, generally QF has lower DXB-LHR-DXB loads than EK ... and EK has more flights than QF to boot.
- Just about every major competitor in the region is profitable (NZ,SQ,CX,FJ,GA).. even north american airlines are massively profitable now with $billion profits. Looking at intl departure numbers - less people are choosing to fly Qantas.
- QFF has a very small membership based compared to other legacy carriers by focusing only on AU. Other FFPs are also more profitable overall than QFF.
- Pulling SIN from Perth is interesting. This will surely alienate more status frequent flyers who fly that route. Suddenly with the loss of SIN it may make more sense for these high-rev passengers to fly with another airline or alliance. The overall cost to the business for pulling out of SIN is likely to be much higher than the actual flight expenses alone.
I think it's about time QF/QFF invested in some smarts to learn what drives their passengers to fly with them and not the competition. To determine what drives customers to spend more on an emotional level and not just look at transactional data. For example I'm happy to pay $400 one-way BNE-SYD in Business; but if the price isn't available then it's back to a $79 red-e-deal for me. Everyone has their own internal measurements and armed with this knowledge QF (or VA...or any airline reading this) could quickly figure out a way to double or triple flight revenue (*disclaimer: my new business helps FFPs do this).
Focus groups/surveys are just hurting their feedback and decision making IMO. You can't trust customers to tell you what they really want.