The thing with Qantas is they used to make it work so well... I know things have changed with LCCs coming into the market place and the ME carriers etc... But Qantas use have a much loved, iconic brand with plenty of customer loyalty and goodwill and to fly to more destinations in Europe didn't they FCO, did they got to CDG as well???
So you had more flights going through to more detsinations in Europe as well as India etc which meant more passengers flying from Oz cities all the way through to final destinations... They then progressively start cutting those back until there only flying to FRA and LHR and then just LHR, and that just from SIN... So once you do that of course your not going to have the onward flights to put all the people on you fly up to Singapore or HK or BKK if you don't have a feeder arrangement into an Asian partner...
So with fewer destinations in Europe people will start trying more of the competition (SQ, CX etc) combined with not keeping your fleet as cutting edge as you can so people use more of the competition... They then start adding 2 or 3 or 4 daily flights down to Oz cities to QF's 1 or 2, more people seeing the convenience of using the competition with one stop, you now just have point to point services up to Asia which you start cutting back and replacing with Jet*, the nasty cycle towards competitors continues, the economics of keeping the remains of your old network gets more tenuous so you cancel more routes, competitors grow, customer's commitment to you deteriorates...
Till we get where we are now... They seem to have been collapsing their route network inwards, not keeping their fleet up to spec, giving away their passengers to their own LCC whether they wanted to shift or not and they're now scratching their heads as to where to now... Maybe if they hadn't let it deteriorate for so long, which is probably more than just Joyce's doing, there wouldn't be such a big hole to dig themselves out of with limited choices...
And how much confidence would you have booking into QF to Europe anyway these days, with all the chopping and changing that has been going on over the last year... Every second month people are complaining about routes being cancelled and having to have to rebook their flights through different locations or with different partners etc, etc... So where is the certainty for anyone???