Of course a CEO of ANY company will say they are the best and push all the things they/the company want to push to make that point. The audience for these kinds of statements, cmments etc is either investors, customers, media or some combination.. and the aim of course is to keep all happy, positive and still "investing" (in one way or another) in the company, This is PR 101.
I mean it's laughable to expect an "honest" CEO or commentary from one. The closest we've been seeing from QF in recent times have been the "apology" and final(after a long long time) acknowledgement of various issues like the call centres, bag issues, OTP and so on.
Our perspective, as customers (or former ones
) is to evaluate very subjectively (for the most part) based on our experiences and potentially some others we know of or read about. That's also normal. As with anything we form opinions based on our experiences - which can be good, bad or indifferent.
And most of us know the difference between corporate spin and reality.
All that in mind my own two bob is that no, QF is not the Best in the World.. but even that very general title can be interpreted in many ways, and one also has to consider timeframes and subject matter (eg "Rain Man"'s commentary about QF's safety record).
Most of us have been lucky enough to fly on many airlines and in many classes of service and these all influence us. I've certainly had my share of amazing, good, bad and ugly over the years. It's also very human to remember more bad things that happen.
Certainly if cost was not an issue and they flew where I wanted I'd pick the likes of SQ above most others. Others dislike SQ for their own reasons. That's normal. QR can be just as divisive (more for the country than the carrier methinks).
I've always considered QF on an average day to be about middle of the pack of "first world" airlines. It can depend on where you go and what you expect of course. In this instance I'm talking about international - and even that can be hit or miss depending on routes.
These things can also be so suibjective based on one's personal preferences or what we think are important - for some it's F&B offered.. for others it is the hard product and comfort (in premium cabins).. for others it's about ease of upgrades and still others it is schedule and connectivity to where we want with the least issues and of course cost. Most of us value all of these various factors (and more still) and come up with a value proposition based on all of these factors.
There are certainly carriers I would prefer to fly ahead of QF, but there are others I would prefer QF to.
I'm only talking about the actual part of flying the carrier.. The other part, which I think many have commented on, is the other part of the equation for the legacy carriers - and that's the ability to actually use the loyalty program for what they want.. and that has been much more difficult of late. It's also been far more frustrating for many with all of the ticketing and other issues that have caused such angst specially with partners like QR.. and QF's attitue towards those customers affected by QF's own problems. Definitely not the best in the world. These are all very valid reasons to turn away from the airline.
and at the end of the day that is the choice the vast majority of us have (outside of living in a QF dominant place, or tired to corporate policies or whatever) - we stick with them or we go elsewhere.