Qantas Airline: Analysis of Industry Demographics and Consumer Trends

This report provides an analysis of the Australian aviation industry, specifically focusing on Qantas airline. It examines the industry's demographics, including business and holiday travelers, and identifies the factors influencing consumer purchasing decisions such as age, income, and perceived service quality. The report also highlights key consumer trends in the airline industry, like rising passenger demands, the integration of online and offline experiences, and increasing focus on standardization. Furthermore, it discusses megatrends such as the workforce marketplace, ecosystem power, and designs focused on seamless traveler experiences, concluding that Qantas needs to align its operations with evolving customer expectations to maintain its market position. Desklib provides access to similar solved assignments and past papers for students.

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1INTERNATIONAL BUSINESS
Table of Contents
1. Introduction............................................................................................................................2
2. Discussion..............................................................................................................................2
2.1. Industry Demographics...................................................................................................2
2.1.1. Business travellers........................................................................................................2
2.1.2. Holiday travellers.........................................................................................................2
2.2. Factors influencing purchasing.......................................................................................2
2.3. Consumers’ trends in the Airline industry......................................................................3
2.3.1. Megatrends...................................................................................................................3
3. Conclusion..............................................................................................................................3
References:.................................................................................................................................4

2INTERNATIONAL BUSINESS
1. Introduction
This paper shall elaborate on discussing about the aviation industry of Australia. The
chosen company for this purpose is Qantas. It shall highlight the industry demographics,
business travellers, and holiday travellers, the factors influencing purchasing of the customers
and the consumer trends and megatrends.
2. Discussion
2.1. Industry Demographics
2.1.1. Business travellers
Business travellers of Qantas account for about 12% of the total passengers and are
significantly profitable for the company (O’Connell, 2016). They aid more than the leisure
travellers in the total revenue earned by the airline company.
2.1.2. Holiday travellers
The holiday travellers of Qantas include a large travel groups and their main holiday
peak season is during the summer season. It arranges everything right from flights, transfers,
accommodation, activities to conference venues for these group (Scharfenort, 2017). It is to
note that a holiday traveller group of Qantas include 10 to 15 people.
2.2. Factors influencing purchasing
The factors that influence the purchase decisions of the buyers in the airline industry
include the age and the lifecycle, the occupation of the traveller, the characteristics of the
journey, the ticket prices, the income level, the social class to which the person belongs to,
the perceived quality of services offered by the airline and his or her previous experience
with flying.

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2.3. Consumers’ trends in the Airline industry
There are several consumer trends seen in the recent years in the airline industry and
the most significant of them include the following:
a) the rising demands of the passengers and rebounding
b) the world of consumer is online and offline today
c) Changing the course in the generation of revenue
d) Ever increasing focus on the standardisation and regulatory routes (Seo & Park,
2018)
2.3.1. Megatrends
The key megatrends in the airline industry in contemporary world include:
a) Workforce marketplace- Customers todays are highly relied on digital technology.
b) Ecosystem power- Airline industry is actively taking part in the travel ecosystem
c) Designs for the humans- the airline industry and the careers are taking steps towards
creating seamless experience for the travellers.
3. Conclusion
Hence, from the above analysis it can be concluded the expectations of customers
today from the airline industry has increased a lot and so is the advancement in technology.
Qatar needs to keep a track of its customers’ needs and should align its processes and
operations so that to fulfil those needs of its customers and to maintain its market position.

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References:
O’Connell, J. F. (2016). Airlines: an inherently turbulent industry. In Air Transport in the
21st Century (pp. 109-146). Routledge.
Scharfenort, N. (2017). 8 Tourism development challenges in Qatar. International Tourism
Development and the Gulf Cooperation Council States: Challenges and
Opportunities, 140.
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities
on brand equity and customer response in the airline industry. Journal of Air
Transport Management, 66, 36-41.