Qantas still doesn’t deserve to be in top 10

It will probably be difficult for Qantas to move much further up the rankings until its international fleet upgrade moves up a gear, beginning next year.

Some of its older fleet of A380s, for example, are looking tired and can’t compete against the most decorated airlines.

A newer fleet will help it to nibble at the heels of current fifth to 11th ranked airlines, among which are ANA All Nippon Airways, Turkish Airlines, Korean Air, Air France and British Airways.

The bigger challenge for Qantas is the long memories of its customers – which are the group that vote in the Skytrax awards.

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The depth of anger and frustration felt by Qantas customers who only a few years ago were given the runaround trying to redeem COVID credits, or had their bags lost, flights cancelled or sat on the phone for hours waiting for a customer service representative, can’t be underestimated.

The airline’s reputation was then dumped by a second wave when it was pinged by the Australian Competition and Consumer Commission for selling tickets on cancelled flights – colloquially known as “ghost flight-gate”.

Chief executive Vanessa Hudson has been climbing the reputation wall since she took the job in September 2023, and while most post-COVID issues have been rectified, customers have long memories.

It was telling that when Edward Plaisted, Skytrax chief executive, announced the awards for 2025, he pointed out: “As is indicated by so many former winning airlines being awarded again, quality consistency is clearly well recognised by customers when they vote for these airlines.”

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While Qantas didn’t make the top 10 in the Skytrax rankings, it did hit the top spot for airline safety last week by ranking platform 42kft.com.

That is an accolade not to be scoffed at.

It was also named the best carrier in the Australia-Pacific region, toppling Fiji Airways, while it made the global top 10 for best premium economy cabin and best in-flight entertainment.

Having made significant investment in fleet and service in the post-Alan Joyce era, Hudson will be keen to better Qantas’ 14th position and return to the top 10.

That will be a decision made by customers.

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