Jetstar surge and “two brand strategy” show way for other airlines in the region

The development of the Australian domestic and international markets over the past five years has demonstrated the pivotal role of Jetstar within the Qantas Group to defend and expand its share of the market, while providing effective segmentation to shield the mainline carrier’s yields. In many ways, the Qantas “two brand strategy” is a case study for other airlines in the region – though few are following in Qantas’ footsteps. [766 words]

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This report contains the following subheadings:

• Jetstar a (growing) jewel in the Qantas crown
• Australian international capacity rising strongly
• LCCs take close to 18% share of Australian international market
• Domestic turf war also raging
• LCCs close in on 50% Australian domestic market share

This report contains the following charts and tables:

• Australian international capacity (seats): Jan-Aug-2001 to Jan-Aug-2010
• Australian international capacity (seats) by LCCs only: Jan-Aug-2001 to Jan-Aug-2010
• Australian domestic capacity (seats): Jan-Aug-2001 to Jan-Aug-2010
• Australian domestic capacity (seats) by LCCs only: Jan-Aug-2001 to Jan-Aug-2010