Remember most people (apart from people like us) are governed by several basic rules when it comes to travel - the priority is either going to be based on -
- price
- schedule
and for business pax, possibly things like travel policies, corporate contracts/discounts etc.
(and for a minority, maybe airline X is the only carrier that serves their port).
People can vote with their business.. but that, too, will ebb and flow... someone may have a poor experience with VA, or SQ or whoever and drift back to QF... and may have great experiences with QF and figure well if the flights meet my needs at a price then OK sure
and then of course there's the big huge elephant
QFF
They've done a pretty good job (I reckon) of insinuating themselves into most Aussies every day sphere.. Even people who may fly once in a blue moon probably have a woolies card, or buy petrol at BP or bank with a bank that offers a QFF card, so on and so forth.. and there's as much aspirational desire there as there is for more of us more "serious" (or bigger users if you will) FF's who can and do use points of our preferred loyalty schemes to our advantage as best we can.
So yes, QF are part of a big duopoly here that yes command schedule (probably not so much price, but it does happen
) premium in many markets in Oz (international is another thing but let's keep it simple).
Just a few days ago my sister, who flies once a year if she's lucky decided to hop up to OOL for a retreat in a few weeks and where did she go? Yup, QF app because she's QFF with a few thosand points, uses woolies etc. When the QF flights did not meet her schedule requirements fully I suggested well what about looking at JQ, VA etc? "But I won't get points with Virgin will I?" ... in the end I think she picked JQ for a flight, but the points bundle was huge premium over the Starter or whatever it is fare so I think she went that.
And with that example just a few days ago she demonstrated all THREE of the above in play.. and still went QF one way and QF Group (JQ) the other.
All that aside...
I still reckon if QF invested heavily in its infrastructure such as call centres and online the changes and positive return could be profound... I mean how many people would NOT need to call if online worked as well as many other airline websites do? What if using vouchers wasn't a PITA.. what iif every 3rd booking didn't send you to the Far Queue for manual processing cough? What if seat selection wasn't so glitchy? What if you could actually see and book all partner awards online etc etc etc...
Heck, what if you could put in a seat release request online as a plat?
With demand going down on the phones from all the BS the online systems create even a modest investment there in numbers and training would again result in far more satisfied public who get an answer in a reasonable time by someone who can actually help them.
in theory anyway.
And all those people who can call and get helped, and do the stuff they need and want online that works the first time every time without confusing messing about will almost certainly be far more willing to come back and use you again....
Maybe I'm just a simple soul though. It must be all too complicated for me to grasp