2006 December 5
Australia. Jetstar tries again.
Qantas has announced more of its plans for Jetstar.
It is now clear that it is not replacing Australian, which simply stopped operating end June. Qantas says Jetstar “will be grown strongly” over the next three years, with Qantas targetting “premium business and leisure passengers” and Jetstar targetting “primarily leisure markets”.
Looking hard to explain differences in a few words, Qantas adds that Qantas “provides all the benefits of a premium airline”, and that Jetstar is a “value-based” airline (so Qantas is not?) aiming for the delivery of “every day low fares” – whatever they are, unless it means “to deliver low fares every day”.
But all this seems the start of another muddle. Jetstar ‘International’ targets a different market from Jetstar ‘Australia’, and Singapore-based Jetstar Asia (in which Qantas is only 45% owner) sits somewhere in the middle. How can a ‘Jetstar’ market image be built on this base?
And JI’s choice of destinations (see Intelligence) raises questions.
Bali and Phuket are still problem destinations.
Honolulu might work despite being a longhaul, and no longer ‘exotic’ – but there is a wide range of accommodation, so ground prices may be right.
In response to our criticism of the announced route network, JI responds “We think that
Bali could be a significant growth market”.
Worse is JI’s ‘leisure markets’ target, even if only ‘primarily’. Qantas should have learned that this can be a risk from the failure of Australian Airlines.
A route plan is simple. When possible, choose destinations that have potential for both inbound and outbound, business and leisure travellers – year round. On that basis, Jetstar should actually have chosen routes into
Hong Kong,
Shanghai, and
Singapore – at least.
Why did it not? Because, of course, that would risk taking passengers from Qantas. But if Jetstar ‘International’ is actually a lower-cost option to stop passenger loss at Qantas (its passenger loads are falling), then the change needs to be total.
As we said about Australian (before its closure was announced): “AA’s continued operation may be at risk…but if Qantas gives up more routes in favour of AA, this could change the outlook altogether.”
Alan Joyce, head of Jetstar (
Australia and International, but not
Asia), says that Jetstar and Qantas compete on some routes in
Australia, and will do the same on international routes.
And he adds he is looking at other route opportunities in
Asia, and that future plans include
Europe and the North American mainland.
“We have started with outbound markets. We will be looking at inbound markets from March 2007 – and we are setting up procedures to handle this.”
We presume Qantas will eventually, probably soon, buy at least majority-if-not-full control of Jetstar Asia, although this is complicated in that Jetstar Asia is half-merged with another Singapore-based failure, Valuair. If this happens, we also presume that Jetstar Asia would be folded into JI.
But probably just as likely is that Qantas will pull out of Jetstar Asia, explaining that it wants to concentrate on an Australia-based JI. end