Qantas SWOT Analysis

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About Qantas

Qantas is the flag carrier airline of Australia. It is the world’s second oldest airline, having been founded in 1920, and is the third-largest airline in the world by revenue. Qantas operates domestic and international services, in addition to freight services, charter flights, and other associated services.

Its main hubs are located in Sydney, Melbourne, and Brisbane. Qantas has a fleet of more than 150 aircraft, including Boeing 737s, Airbus A330s, and A380s. The airline is a member of the Oneworld alliance and has codeshare agreements with several other airlines.


  1. Market leadership: Qantas is the largest airline in Australia, with a strong brand presence and a long history of innovation and customer service excellence.
  2. Financial Strength: Qantas is one of the most profitable airlines in the world, with a strong balance sheet, and the ability to weather economic turbulence. 
  3. International Network: Qantas has a large international network, spanning from the Americas and Europe to the Middle East and Asia Pacific. 
  4. Loyalty Program: Qantas’ Frequent Flyer program is one of the best in the world, offering customers a variety of rewards and benefits. 
  5. Technology: Qantas has a strong focus on technological innovation, with a suite of digital products and services to make travel more convenient.


1. Dependence on international routes: Qantas is heavily reliant on international routes for its revenue, making it vulnerable to changes in the global economy. This has been highlighted by the impact of the COVID-19 pandemic, which has had a devastating effect on the airline industry. 

2. High-cost structure: Qantas has a higher cost structure compared to its competitors, which makes it more difficult for the airline to be competitive. The airline is also struggling to reduce its costs and improve its efficiency. 

3. Reputation damage: Qantas has suffered significant reputational damage in recent years due to its cost-cutting measures, as well as its handling of various customer service issues. This has had a negative impact on the airline’s brand.

4. Intense competition: Qantas faces intense competition from both domestic and international carriers, which significantly affects its ability to generate profits. This is especially true in the domestic market, which is highly competitive.


  1. Qantas Business Rewards – It Business Rewards is a loyalty program designed to reward companies and their employees for flying. Companies accumulate points that can be used to redeem rewards such as flights, upgrades, and other travel-related benefits. 
  2. Qantas Freight – It Freight is an international freight forwarding service that provides customers with access to Qantas’ global network of cargo carriers. Customers can book freight services online, track shipments, and access real-time cargo information.
  3. Qantas Store – The Qantas Store is an online retail store where customers can purchase a range of products from Qantas and its partners. These products include travel products, merchandise, and gift cards.
  4. Qantas Holidays – ItsHolidays is a travel agency that offers customers the opportunity to book their dream holiday packages. Customers can choose from a range of packages, including flights, accommodation, car hire, and activities. 
  5. Qantas Money – Its Money is a financial services provider offering customers a range of products such as credit cards, debit cards, and home loans. Customers can also earn Qantas Points when they transact


  1. Increasing competition: It faces intense competition in the domestic and international markets. This has led to a decrease in market share and decreased profits. 
  2. Rising fuel prices: The cost of fuel has been steadily increasing over the past few years, and this has had a negative impact on Qantas’s bottom line. 
  3. Labour disputes: It has experienced a number of labor disputes over the past few years, which have resulted in disruption to flights and a decrease in customer satisfaction.
  4. Safety concerns: The airline industry is highly regulated, and Qantas has been the subject of numerous safety concerns in the past. This has led to a loss of public confidence, which could lead to decreased demand for its services.
  5. Terrorism: The threat of terrorism has had a negative impact on the airline industry as a whole. This has resulted in decreased demand for flights, and this has had a negative impact on the profitability of Qantas.

Competitors of Qantas 

  1. Air New Zealand 
  2. Emirates 
  3. Singapore Airlines 
  4. Etihad Airways
  5. Virgin Australia 
  6. Jetstar 
  7. Cathay Pacific 
  8. Thai Airways 
  9. China Airlines 
  10. Malaysia Airlines