Game changer?

For the last 65 years Qantas has plied the Kangaroo Route to London via Asia. Signalling that traditional thinking no longer applies, Qantas is adapting its international model to emulate the tremendously successful Middle East hub strategy, turning its back on British Airways and hubbing through Singapore to form a new service agreement and with it a new gateway to Europe.

At first glance it might appear a counter-intuitive strategic move to bring such a dominant and competitive airline alongside as a fighting companion, but just as the benefits were proved of doing so with British Airways under the soon to be defunct Joint Services Agreement (JSA), the partnership with Emirates does stand to deliver performance benefits.