Adelaide shows how Singapore Air versus Emiroo could play out
Adelaide becomes a template for how Emiroo, the intended partnership between Emirates and Qantas, is likely to fight for territory with Singapore Airlines
Some hours before Singapore Airlines yesterday rolled out a major fleet realignment for itself and Scoot it announced a further increase in Adelaide flights to 12 A330s a week from next July.
This makes Adelaide something of a template for how Emiroo, the intended partnership between Emirates and Qantas, is likely to be fight for territory with Singapore Airlines.
Singapore’s Changi airport is for Adelaide travellers, whether overseas tourists or Australian residents, an efficient hub for all of Asia as well as Europe.
Which Dubai, for all of its connections to Europe and Africa and central Asia certainly isn’t.
It is a geographical reality that means every seat on a Singapore Airlines, or future Scoot flight, to or from Adelaide, is available for a much larger range of needs than a seat on the non-stop Emirates 777s and in due course A380s, to Dubai and beyond.
Qantas has neither the intention, nor the equipment, to fly Adelaide-Dubai non-stop. It is in a state of capital light seizure, and it’s brand presence in Adelaide so far as international services are concerned, is toast. The Qantas message to anyone in Australia who doesn’t live in Sydney or Melbourne and wants to fly to Europe is to fly Emirates, subject to approval, from next April. Qantas isn’t the Spirit of Australia from early next year, rather than Qantas You will now fly Emirates, and when it comes to the huge potential for Asia travel to Adelaide, it is about to be totally overrun by competitors who seem to have a much clearer concept of branding, customer loyalty and relevance.
What Qantas is planning to do with a minimal international offering in Adelaide will only serve to reinforce the decision many Australian flying abroad have already made in choosing Emirates or Singapore Airlines as their preferred carrier.