Caption. Image: 

Comment

Qantas Airways’ mystery flight experiences are a key differentiator

Differentiation in the airline industry has been difficult during the Covid-19 pandemic, but Qantas Airways continues to remain in the mind of Australian tourists by offering alternative experiences, a key benefactor in light of lost revenues over the past year.

‘Mystery flight experiences’ are the most recent innovative strategy proposed by Australia’s national flag carrier. This will bode well with Australians’ desires for unique and niche experiences, which has no doubt grown during the pandemic.

According to GlobalData’s Q3 2019 Consumer Survey, holidays relating to culture, gastronomy and adventure/sport are typically the most popular holiday types for Australians. 

The concept of Qantas’ mystery flight experiences is to allow passengers to travel safely across Australia with an entire day of activities planned outside of major capital cities. Potential experiences range from a gastronomic experience in a premier Australian wine region to a gourmet lunch with musical entertainment along the coast. These offerings will also help to support local and regional tourism markets in Australia.

By finding yet another innovative strategy to attract domestic demand, Qantas Airways is likely to remain at the forefront in Australia’s travel recovery.

Domestic demand is present for Qantas

Only 22% of Australians in GlobalData’s Covid-19 recovery survey (2-6 December 2020) said they planned to reduce domestic travel post-pandemic, therefore demand is clearly there. In 2019, Australians made 116 million domestic trips, widely surpassing that of international departures, which was 15.4 million.

According to Stephanie Tully, Qantas Group’s chief customer officer, customers were getting confused about where they can and cannot travel to in Australia due to the Covid-19 pandemic, as state border restrictions continue to fluctuate. Rather than simply stating where individuals can travel to, Qantas listened to its customer base – not only taking them where it is safe to travel, but also making it a unique experience.

Many Australians did not feel confident in traveling internationally in December 2020. Only 27% of Australian respondents in GlobalData’s Covid-19 recovery survey declared they would ‘strongly’ or ‘somewhat’ agree to booking an international trip.

From ‘flights to nowhere’ to ‘flights to somewhere’ and now the launch of mystery flight experiences, Qantas continues to launch innovative campaigns. As international travel from Australia is not set to resume until at least June 2021, these alternative experiences will put the airline in good stead for increased revenue in the short term in an already extremely competitive industry.

Go to article: Home | Why 2021 could see start-ups taking offGo to article: In this issueGo to article: ContentsGo to article: Eezeetags Company InsightGo to article: EezeetagsGo to article: BriefingGo to article: Industry newsGo to article: Airport industry briefingGo to article: Covid-19 executive briefing by GlobalDataGo to article: Air Traffic Solutions Company InsightGo to article: Air Traffic SolutionsGo to article: CommentGo to article: Should airlines make Covid-19 vaccination mandatory for travel?Go to article: Flying towards net zeroGo to article: EasyJet Holidays is in a strong position to capture growing demandGo to article: JetBlue’s transatlantic debut could disrupt the marketGo to article: Can Norse Atlantic Airways succeed where Norwegian failed?Go to article: Qantas Airways’ mystery flight experiences are a key differentiatorGo to article: DFS Aviation Services Company InsightGo to article: DFS Aviation ServicesGo to article: In DepthGo to article: Navigating risk in aircraft leasingGo to article: Will airline start-ups take off in the wake of the pandemic?Go to article: How automation is transforming airside operationsGo to article: Drug flights and the impact of Covid-19 on illegal traffickingGo to article: Is Covid-19 aviation's new most feared threat?Go to article: Terminal dwellers: people living at the airportGo to article: Aruba Airport AuthorityGo to article: EventsGo to article: Global markets and indicesGo to article:  Macro-economic indicatorsGo to article: Macro-economic indicators (page 2)Go to article: Next issue