Qantas Airline: A Report on Hospitality and Tourism Management

This report provides a comprehensive analysis of Qantas Airline within the context of the hospitality and tourism industry. It begins with an executive summary highlighting key aspects of the airline's operations. The introduction provides background information on the airline and its position in the industry. The report examines Qantas's target market, products, and services, including its focus on premium offerings and demographic segmentation. A detailed SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis is presented, along with a PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) analysis, providing insights into the external factors affecting the airline. The report also explores current trends in the hospitality and tourism sector and concludes with recommendations for Qantas, emphasizing the importance of brand building, customer service, and pricing strategies. References to academic sources support the analysis.

Introduction to Hospitality
and Tourism

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION AND RECOMMONDATION..............................................................................5
REFERENCES................................................................................................................................6

EXECUTIVE SUMMARY
In tourism and hospitality industry, the staff members of Qantas Airline are required to
provide prompt facilities to their consumers to avoid any problems which could faced by them.
They have to target a particular set of market so that they can obtain success in the industry. At
this time they are required to provide qualitative services to their consumers which can support
in overall growth and development. The company members can use SWOT analysis to identify
the issues and by that they can resolve the problems which are arising. The current report is
based upon a similar consideration of an elected organisation named Qantas Airline that entirely
belongs to the industry of hospitality and tourism. With a foundation year of around 95 years, it
is mainly headquartered in Mascot, i.e., in the New South Wales of Australia.
INTRODUCTION
Tourism and hospitality management assists in attaining practical knowledge of the
industry. It helps in improving services that are provided to the consumers and have to follow an
appropriate administrative system (Altinay, Paraskevas and Jang, 2015). The present assignment
focuses on the QANTAS AIRLINE AUSTRALIA which is a flag carrier airline of Australia. It is
placed at a leading position in the industry of hospitality and tourism where it is recognised as
the second oldest airline company in the world. Apart from which, it is also evident to have the
largest range of domestic and international airline services. In this report, the target market of
Quatas airlines along with the strategies developed to reach that market has been explained.
TASK
Qantas have the international and domestic airline and it is having its headquarter in
Qantas located in Mascot. This Airline has an oligopolistic nature which has small number of

employees and has a huge passenger market. In the Australian domestic airline industry, Qantas
having an approx 67% market share and in this airline it has a monopoly in the overall market.
The company members have to provide better quality services to their consumers so that they
attain maximum satisfaction level and by that organization can earn the maximum profit
(Schuckert, Liu and Law, 2015).
Products and services
Qantas is a premium airline which provides different types of domestic and international
airline services to their consumers. This airline comprises of commercial, marketing and
operations. Commercial helps in maintaining sales and distribution. The staff members of Qantas
assist in developing product. Along with this, they have to provide appropriate services. The
company members have to maintain relations with the government. Along with this, they have to
carry out effective communication. Along with this, the organization is required to make changes
in its products and services at regular intervals in order to stay competitive in marketplace.
Qantas follow demographic segmentation. They target the high class consumer and also fulfil
needs and wants of the consumer. Along with this, the staff members have to maintain the good
relations with the public (Eid and El-Gohary, 2015). It is specially in context to the appointed
flight attendants in the airline services of Qantas with a remarkable measure of dining for the
travellers where they offer restaurant style menus that are also being designed by the Australian
chefs. Beside this, they also offer varied assorted wines that includes 300 distinct variety of it
where their cabin crews are specifically trained and they thus tend to arrange varied in-flight
entertainment with a special reference to the kids. In context to which, the kids are hereby
allocated drawing tools and colourful pencils to have a joyful ride.
The market segmentation of Qantas Airline is complex in nature and based on the
different facts. Furthermore, it can be also explained that the employees are required to can fulfil
the requirements and expectations of consumers. The company members have to improve quality
of the services so that they can target the market easily. They have to provide qualitative services
to consumers and follow appropriate system of flight booking (Mohammed, Guillet and Law,
2015). Along with the meals which they are providing to the consumers they are of best quality.
Current trends in the hospitality and tourism are globalization, safety and security, diversity,
service, technology and price value. Trends helps in developing tourism lodgings and the
company employees are required to provide appropriate facilities to their consumers (Aragon-

Correa, Martin-Tapia and de la Torre-Ruiz, 2015). It helps in increasing employee salary so that
they can retain the existing staff by the employees getting the motivation and encouragement.
The company members have to use the appropriate policies which are related to innovation so
that they can attain the attention of the consumers.
SWOT Analysis of Qantas Airline
 Strength: One of the major strength of the selected business is that it is having almost
monopoly in market, Qanta is at the top.
Weakness
 Too much concentration in the Australian market (Prebežac, Schott and Sheldon, 2016).
Opportunity
 More international destination in Asia.
 Tie up with international airlines
Threat
 Rising Labour cost. Increase in price of fuel which affects their operational expenses.
PESTEL analysis of Qantas Airline
Political – Issues which are faced by the entity is political instability, corruption and tax.
Economic – Inflation of the current rates affect Qantas which leads to unstable of
economy.
Social – Changes in need and demand of people in the market also affects the sales,
demand and profit of the organization.
Technological – High technology can increase the consumer expectation.
Environmental – At the time of carrying out their operations, the company is required to
ensure that the regulatory boards of the Airline and authorities have the necessary regulations for
dealing with the environmental effectiveness on the part of Airline operators. Qantas wastage of
fuel not good for environment as it pollute the environment.
Legal – Qantas is maintaining the health and safety rules for the consumer and employees
(Kim, Vogt and Knutson, 2015).
The target market
In terms of target market, it can be stated that the selected business enterprise targets
people which belong to higher income level. Furthermore, aggressive marketing and promotion

is the strategy which has been adopted by the company. Apart from this, sales promotion and
discounts are other techniques which are used by Qantas.
CONCLUSION AND RECOMMONDATION
From the above carried analysis of the report it has been observed that Qantas airline
have to create a strong brand. They have to provide excellent services to their consumers for
which the organization is required to build proper relation with the public. In this, consumer
participation is necessary so that they can promote environment and attract customers. The entity
is suggested to adopt penetration pricing so that they can gain prior attention of their consumers
again. Qantas have to provide best quality services and provide the services at the premium price
and create the brand awareness in the market.

REFERENCES
Books and journals
Altinay, L., Paraskevas, A and Jang, S.S., 2015. Planning research in hospitality and tourism.
Routledge.
Aragon-Correa, J.A., Martin-Tapia, I and de la Torre-Ruiz, J., 2015. Sustainability issues and
hospitality and tourism firms’ strategies: nalytical review and future directions.
International Journal of Contemporary Hospitality Management. 27(3). pp.498-522.
Eid, R and El-Gohary, H., 2015. Muslim tourist perceived value in the hospitality and tourism
industry. Journal of Travel Research. 54(6). pp.774-787.
Kim, M., Vogt, C.A and Knutson, B.J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Mohammed, I., Guillet, B.D and Law, R., 2015. The contributions of economics to hospitality
literature: A content analysis of hospitality and tourism journals. International Journal
of Hospitality Management. 44. pp.99-110.
Prebežac, D., Schott, C and Sheldon, P. eds., 2016. The tourism education futures initiative:
Activating change in tourism education. Routledge.
Schuckert, M., Liu, X and Law, R., 2015. Hospitality and tourism online reviews: Recent trends
and future directions. Journal of Travel & Tourism Marketing. 32(5). pp.608-621.
Online
International Hospitality and Tourism Management MSc. 2017. [Online]. Available through:
<http://www.anglia.ac.uk/study/postgraduate/international-hospitality-and-tourism-
management>. [Accessed on 13th January 2017].