Supersonic Swinger
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Where did the money go?
I always recall friends saying VA's trans-con service to be leaps and bounds ahead of QF's in terms of food and beverage, with QF seemingly never interested in lifting its game. Is this an example of an area they over-spent to gain marketshare? Is it things like that?
Purchasing or leasing aircraft at the top of the market (A330s)
Fleet planning (ATR72-500, ATR72-600, E170 and E190s) were all bought on to fleet then parked - enough to run another airline
Paying Alliance to fly services for you when it’s 20 percent QF owned
Route planning - HKG plus all the odd V AUS destinations
Tiger
Busting up with NZ on the tasman
Poor cost control
Lack of strategy to make partnerships really work
That’s off the top of my head...
None of this is the fault of the frontline staff.
It comes down to the reason Alan Joyce was selected over John Borghetti. AJ came from an LCC background with the focus on cost management, whereas JB's last job at QF was designing and kitting out the First Class and Chairman's Lounges and launching the A380. I've heard it said that he never met a cost he couldn't incur.
He came into Virgin looking to replicate what he wanted to do at QF and overspent doing it - antycbr has listed a lot of them above, I'd add overspending on lounges, inflight premium amenities - all of which despite the fact that Virgin has never had the share of the corporate market which might justify those expenses.
The first sign of trouble was in 2014 when one way of plugging the hole in the dike was to sell off 30% of Velocity - what should be a reliable money generator and then needed to be repurchased for twice the price with money VA didn't have.
Air NZ sensibly walked away in 2016 after they issued JB with an ultimatum that "it was time to start making money" but failed to oust him from the CEO role. They took a significant loss on their investment but the decision to exit looks to have been vindicated now.