Qantas’ reputation damage has echoed throughout the world of corporate travel as businesses reconsider their accounts with the national carrier, according to industry members.
Speaking to The Guardian, the commercial director at ATPI Peter Hosper said some businesses with staff travel contracts with Qantas are looking to reconsider their arrangements.
“Let’s not forget that travel is an emotive category in the procurement world,” Hosper said.
“In the past, some of these corporate customers were very loyal to Qantas, they’d not had any interest in hearing what the opposition [airlines] were offering, but now they are saying ‘OK, let’s see what they’ve got’.
“There’s a genuine interest in finding alternatives to the status quo for business travel. It’s also that other airlines have become very articulate in how they can service a customer and where they can provide extra value.”
Some anonymous corporate travel sources said that they were fed up with poor service from Qantas and were waiting for their contracts to lapse. Amid widespread dismay towards the Flying Kangaroo, Virgin Australia, which hasn’t typically gone for corporate accounts, has been pushing in this market.
Qantas’ reputational nosedive has worsened over the past few months as difficulty using COVID credits, allegations of advertising already cancelled flights, slot hoarding allegations and the abrupt departure of former CEO Alan Joyce has seen the carrier lose its image as one of the world’s best airlines.
Mark Crowe, the managing director of Brand Finance Australia, said Qantas needs to woo more than just its customers.
“It’s nearly impossible to address reputation damage without making significant investment,” said Crowe.
“Everywhere the brand touches people, people need to notice the change.”
Travel Weekly awaits comment from Qantas.
