How Qantas Airways sullied its once-mighty brand in Australia
Qantas Airways has never been more profitable. But as Australia’s national airline has emerged stronger from the pandemic, it has alienated its most important constituency: Australians.
They bemoan that its flights are unreliable and expensive.
They are aghast at how government protectionism has made Qantas by far the biggest airline in Australia and pushed up the price of travel.
They are stunned by allegations that it sold tickets for flights it never intended to fly. They cannot square how Qantas unfairly laid off hundreds of workers, then handed out enormous paychecks to its CEO and board directors.
Now, as the baying for blood intensifies, labour unions and lawmakers are calling on the company’s board to resign en masse.
The anger is personal for Australians, who feel profound ownership over the carrier that bills itself as “the spirit of Australia,” said Geoffrey Thomas, the Perth-based founder of AirlineRatings.com.
Qantas is rooted in Australian aviation history and long enjoyed a reputation for safety and comfort.
Qantas operates three of every five commercial domestic flights, and signing up for a Qantas frequent flyer account is a rite of passage for many.
The recent scandals, which many Australians see as betrayals, sting acutely.
Seeking to reassure her compatriots, Vanessa Hudson, the airline’s new CEO, posted a video message of apology online on Friday. “I know that we have let you down in many ways, and for that I am sorry,” she said, adding: “We want to get back to the national carrier that Australians can be proud of.”
Qantas may be scrambling to apologize — but its balance books are in exceptional health.
Last month, it posted a record annual profit of 2.47 billion Australian dollars (about $1.6
