Qantas Boosts Brand Value in Global Rankings

A major boost in customer focus and rising demand for premium travel has helped Qantas climb global airline brand rankings, but the road to regain full consumer trust still appears long. The airline’s brand value surged by $1.3 billion over the past year, pushing it up five places to 16th in Brand Finance’s 2024 airline brand report.

Qantas, Australia’s flagship carrier, has worked to reset its public perception following a wave of post-pandemic complaints and executive changes. The company invested heavily in customer experience and rolled out new leadership across its board and executive team. These shifts come after criticism tied to poor service and a damaging corporate reputation during the previous leadership.

The airline saw its brand value jump 46% to $4.1 billion, its best standing since 2019. Brand Finance noted Qantas improved in areas like brand appeal, perceived assurance, and customer familiarity. It also returned to the top 10 strongest full-service airline brands, ranking ninth globally, marking a recovery after it dropped out last year for the first time in six years. Meanwhile, Jetstar, Qantas’ budget airline partner, broke into the top 50 with a value of $1.2 billion and ranked sixth among low-cost carriers for overall brand strength.

Jetstar’s debut and Qantas’ climb reflect a broader trend in the global airline industry. Brand value across major airlines grew 29% in the past year, reaching a total of $209.4 billion. This growth is largely driven by rising demand for long-haul travel and premium flight experiences. However, analysts point out that reputation repair doesn’t happen overnight, Qantas may regain value, but past missteps still limit its influence in shaping national aviation policy.

Despite its latest progress, Qantas still trails behind global giants like Delta, United, and Emirates, all of which hold higher rankings driven by financial strength and international fleet reach. Virgin Australia, meanwhile, remains outside the top 50, hindered by a lack of market dominance. Sydney Airport, Australia's major international hub, was also ranked, placing 23rd among global airport brands with a value of $262 million.

Source: The Australian, Brand Directory, AMI