ComeFlyWithMe
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- Mar 17, 2009
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Sorry ComeFlyWith me, don't mean to quote you personally on this one (I'm quoting that figure that has been used so much over the last few days).
The 8/10 is not entirely correct. Qantas carried just over 2.5M pax in CY2010 which is about 20% of the total passengers carried, however JQi carried 1M so all up the Qantas Group carried about 30% of the passengers (or to correct the figure Dick Smith etc are using, 7/10 passengers aren't flying Qantas). This figure doesn't include Jetstar Asia.
That doesn't look good, however we do have to consider the reason why the figures are so low. For CY2010, there were just under 73,000 scheduled international flights out of Australian ports. Qantas operated just under 14,000 of these (or, what do you know, about 20% of them). Jetstar another 6,300. Again, this doesn't include any of the Jetstar Asia flights.
I may be simplifying, however if Qantas are only operating 20% of the flights out of the country, common sense leads us to conclude that they'll only carry 20% of the passengers! Qantas have continued to cut International services over the years and pushed more services to Jetstar (with its lower cost base) so it's to be expected that market share will continue to fall. I don't believe this is as a result of people intentionally selecting other airlines, more a product of Qantas' decision to reduce capacity. I don't recall the last time I was on a QF International flight that wasn't very full (especially in J/F) and QF is 9/10 times the most expensive option.
That's a very very simplistic assessment that I've made (and please pull it apart), however it frustrates me that the media is constantly pulling this incorrect "8/10 passengers" line without telling the full story.
All good points, however we are referring to Qantas mainline international. The frequency and destinations are being wound back because of demand and competition. Demand has reduced because of the high cost base which has made the fare prices higher than their competitors. With a lower cost base they would be more competitive. This is why Jetstar has been successful as it has a lid on its cost base.
I think it's very simplistic to lump it all together and say 'Qantas Group', but you are actually talking about a number of separate businesses - QF Domestic (highly profitable, 2 competitors - only 1 serious), QF International (loss making, high cost, 20+ competitors), Jetstar (actually loss making in parts, but profitable overall due to low cost base), Freight, Ancillary (QFF etc).
If you could separate these businesses, most competent managers would have closed QFi a long time ago - but there is a reputational risk which would cost the carrier's domestic market share. Without a significant international operation, the domestic business would lose some of its appeal.
Your assumption that Qantas have 'chosen' to supply the market with 20% of capacity is actually incorrect. If they had more competitive fares, they would have more of this market, and therefore supply more capacity. You can't run empty planes - it is an expensive exercise.
You will find Jetstar has taken over routes that are primarily leisure routes, utilised by pax who are price sensitive and are chosing competitors over QFi. While many may have used the routes for business, note the word 'primarily'.