As a QF employee, I have to say the latest marketing campaign is pointless..........and a waste of money. Again, everyone else is told to cut costs but marketing can spend millions on campaigns that do nothing.
Some cost cutting is only serving to devalue the airline in my opinion, especially things like the cafe breakfast in business, the new amenity packs that now seem cheap when compared to other airlines i.e. Emirates.
I believe, and its only my opinion, that this drop in product offerings is not helping to attract and maintain premium passengers, myslef included with 3 flights booked on alternative airlines next year thus far.
The price difference between QF and other Full service reputable airlines is too much and is also another reason for people moving else where.
The constant warnings from AJ that QF could go under surely is also not helping the airline, how many people have changed travel plans due to uncertainty as to whether QF will be around when they come to take the flight that they booked.
To me what is needed for QF to be great again is,
1) Management to acknowledge issues and provide REAL plans and initiatives that are measureable to resolve said issues.
2) Detract from the constant negative media campaigns and issue good news stories ie QF ........... struggling to think at the moment
3) Bring back value and quality offerings to all cabins, cost cutting in service and things like ammenity packs only serves as a negative impression.
4) Reinstate some code share flights from Hong Kong, Singapore and Bangkok to Europe to attract back passengers based in those regions,
5) Introduce new innitiatives such as allowing ASA's on other one world airlines and key partners so that those based in Asia in particular have more choice and ability to utilise the points earned.
6) Re invest back into QF rather then sending the money offshore to ventures that are not proven such as Jetstar Japan, Hong Kong etc. Business 101 tells you trying to expand in a difficult market is not wise when the core business that is used to support that growth is bleeding. Lets get back to QF core businesses and get them right first. This may well mean selling off Jetstar.
7) Give QF the 787's so that it can operate more competitively and be more profitable.
I agree that there are a lot of issues that was not of AJ's doing however his failure to return QF to its greatness is something he and the board need to take responsability for. Its time to move on AJ and allow some one with experience and the ability to run a premium airline to get in and fix this mess up. It is not the governments and or tax payers job to bail out an airline that has been poorly run for a number of years now.