BIZ304: Qantas Route Maps, Competitors, and Loyalty Programs

This business consulting project investigates Qantas Airways, focusing on its route maps, competitive landscape, and loyalty programs. The report begins with an introduction to Qantas, its history, and its global presence, detailing its extensive route network across various continents and its significant partnerships with other airlines like American Airlines and KLM. It then identifies and analyzes Qantas' major competitors, including Airlines of Tasmania, Alliance Airlines, Virgin Australia, and others, highlighting their respective strengths and market positions. The study further examines Qantas' loyalty programs, outlining their features and benefits, and discussing their role in customer retention and competitive advantage. The project concludes by discussing the competitive edge Qantas enjoys through its route maps and loyalty programs, and suggesting new marketing policies to stay ahead of its rivals, based on the provided references.

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Introduction
The main aim of the discussion will be to research on the Qantas route maps
organization and its competitors and the loyalty programs possessed by them. This research
will help to develop the recommendations required by the organization so it will be necessary
to understand the organization thoroughly along with the industry, which will help to provide
the recommendations in a more effective and efficient way. It will help to establish a clear
understanding of the requirements of the client, along with the details of the project, which
world help to gather the necessary information in order to develop valuable, justifiable and
innovative recommendations.
Qantas
Qantas Airways Limited is the flag carrier company from Australia, and can be
termed the largest airlines company in terms of its fleet size, along with the international
destinations and international flights. The organization was found in the year of November
1920 and began its operations in the year of March 1921. It is the third oldest airlines
company in the world after KLM and Avianca, and based in Mascot, a suburb in Sydney,
New South Wales. The company began its international flights for passengers in the year of
May 1935 (Pearson & Merkert, 2014). Qantas is also the founding member of Oneworld, an
airline alliance corporation. The organization consists of 65% share of the domestic airlines
market of Australia (Ashwini Nand, Singh & Power, 2013).
Qantas Route Maps
Qantas Airlines operates in the regions of Asia, Europe, Africa, South and North
America and South Pacific, apart from New Zealand and Australia. The organization holds
over 50 partner alliances as well as their affiliates, apart from 1,200 destinations around the

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world. They possess more than 600 airport lounges globally. These overall network helps the
people around the world to from one places to another by the help of the global presence of
the route maps. It helps the people who travel from one place to the other for business
purposes as well as for the tourists who visit different places for the sake of entertainment.
Though there are competition prevailing in the airlines market places, Qantas enjoys a
competitive edge over many of its rivals through their route maps as well as various loyalty
programs which are enjoyed by different customers who avail the flights of this organization.
Partnerships
Qantas and American Airlines entered into a partnership to start operations of
passenger flights between the two nations. They are set to expand their business network in
the United States of America, as the national carrier company has confirmed that they would
soon start direct flight from Brisbane to Chicago as well as San Francisco, in the context of
joint business operations with American Airlines from the department of transportation from
the United States. The new routes would be operated from April 2020, which would be
beneficial to 170,000 seats across the pacific each year. This would be the linking between
Australia and the third-largest city of the Unites States for the very first time. By the help of
this partnership, the customers of Qantas would be able to connect more than 200 onward
destinations from Chicago, Los Angeles and Dallas. Apart from this, Fiji Airways has started
flying their flights between the two nations as Oneworld connect partner from 5th of
December, 2018. This is termed as the first airline company to link up to the premier alliance
of the world through this new membership platform. Qantas and KLM has also entered into a
code share agreement, through which help to carry on business operation between
Amsterdam and Australia, which is availed by number of customers by the two nations
(Homsombat, Lei & Fu, 2014). All these partnerships would help the people around the
world to avail the flights of Qantas to travel from one place to other. In addition to these,

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Qantas has partnership with Jetstar and QantasLink as the subsidiary companies, who are into
associated businesses like trav4el and holiday operations. QantasLink fly in the regional
destinations across Australia, and on the other hand, Jetstar Airways fly in the regions of New
Zealand and Australia.
Competitors
There are many competitors of Qantas Airlines in the airlines market place around the
world. The competitors provide stiff competition to the organization of Qantas Airlines,
which helps to provide better services to the passengers who are availing the flights of
Qantas. The major competitors are mentioned as follows (Sarina & Wright, 2015):
1. Airlines of Tasmania – It is the regional airlines organization based in Hobart,
Tasmania. The company flies its fleet of airlines in a single scheduled service provider apart
from providing a huge variety of charter services, which includes business, leisure, group
charter and scenic flights into South West of Tasmania.
2. Alliance Airlines – This airlines company operates a fleet of Fokker aircraft. It also
operates the flights which are branded under Virgin Australia, apart from closed charter and
FIFO (Fly-In-Fly-Out) which are used for mining and resources operations around the nation
of Australia, New Zealand and other regions. Alliance also supplies sales and leasing of
aircraft components around the world.
3. Pacific Air Express – This airlines organization is based in Brisbane and provides
cargo services as well as charter flights in the South Pacific area, mainly in Australia.
4. Skytrans – This is the airlines organization based in Queensland, which operates air
charter along with the airlines business flights in the region of Australia.

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5. Virgin Australia – It is one of the main competitors of the Qantas Airlines, and one
of the largest airlines service provider organization in Australia. They are also the largest
airlines organization in terms of the fleet size of the aircrafts.
6. Virgin Australia Regional Airlines – This is a regional airlines company based in
Perth, mainly providing services to the major towns of Western Australia. It also provides
interstate services to other places of the country of Australia.
7. Tigerair Australia – It is the airlines organization, which provides low-cost airline
from the airport of Melbourne, Sydney and Brisbane.
Loyalty Programs
There are many loyalty programs available with the organization of Qantas. The
passengers who frequently avail different flights of Qantas from different destinations in and
around the world would be eligible for the membership in the elite loyalty program. The
customers would be able to redeem the points earned by then while purchasing tickets from
the Qantas website. They would also get vouchers which they would be able to redeem from
the Rewards Store. They are into partnership with some car rental company and the loyal
members of the organization of Qantas would be able to ride the car from those car rental
companies at discounted rates. There are cards like American Express Qantas Business
Cards, which would be available to the American Express Card Members only. They also
would be able to enjoy certain benefits while purchasing flight tickets and buying items or
accessories from the Rewards Store. Though there would be certain terms and conditions in
order to avail and retain these membership cards, but innovative as well as fresh offers would
be provided to the customers, so that it would help to attract new people to avail their flights
as well as retain the old customers, and Qantas would be able to enjoy a competitive
advantage over its competitors discussed above. New marketing policies would also be

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enjoyed by the loyalty card holders of the organization, which would be a good marketing
strategy of Qantas in order to stay ahead from its rivals (Danaher Sajtos & Danaher, 2016).

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References
Ashwini Nand, A., Singh, P. J., & Power, D. (2013). Testing an integrated model of
operations capabilities: An empirical study of Australian airlines. International Journal of
Operations & Production Management, 33(7), 887-911.
Chang, Y. T., Park, H. S., Jeong, J. B., & Lee, J. W. (2014). Evaluating economic and
environmental efficiency of global airlines: A SBM-DEA approach. Transportation Research
Part D: Transport and Environment, 27, 46-50.
Danaher, P. J., Sajtos, L., & Danaher, T. S. (2016). Does the reward match the effort
for loyalty program members?. Journal of Retailing and Consumer Services, 32, 23-31.
Dunn, G. (2013). In a spin over loyalty. Airline Business, 29(3), 28-31.
Hanaoka, S., Takebayashi, M., Ishikura, T., & Saraswati, B. (2014). Low-cost carriers
versus full service carriers in ASEAN: The impact of liberalization policy on
competition. Journal of Air Transport Management, 40, 96-105.
Homsombat, W., Lei, Z., & Fu, X. (2014). Competitive effects of the airlines-within-
airlines strategy–Pricing and route entry patterns. Transportation Research Part E: Logistics
and Transportation Review, 63, 1-16.
Pearson, J., & Merkert, R. (2014). Airlines-within-airlines: A business model moving
East. Journal of Air Transport Management, 38, 21-26.
Sarina, T., & Wright, C. F. (2015). Mutual gains or mutual losses? Organisational
fragmentation and employment relations outcomes at Qantas Group. Journal of Industrial
Relations, 57(5), 686-706.