news & views

What's in a Logo?

Posted on the 1st of July 2007 by Christopher Goddard, Managing Director

It will be interesting to see whether a change of logo and the hope of an on-time delivery of some rather large aircraft actually translate to a culture change within our national carrier. My feeling is the “boys with their toys” euphoria will soon dissipate and we will be returned to Qantas that we know today. The launch of new product, the introduction of a premium economy class on some routes and the new concierge service reserved for their first class travellers heralds a new focus on service and customer care. The point is though – do we really want it or more importantly – do we want to pay for it?

The answer is yes ….. and no.

We all know that nothing is for nothing and this is certainly true in the aviation industry. Airlines, not just our national carrier, love to tout the latest and greatest innovations. Push a button and your seat becomes a bed, push another button and your bed becomes a lounge and push that bit fat red button and the doors close to your suite giving you that all important privacy needed on those way too long flights to Europe or USA.

WOW – this is fantastic. Point is, all those buttons cost money. Point is, more buttons equate to more possible problems. Point is – seriously – do we need all those buttons?

We don’t consider jumping in the car and travelling for nine hours too arduous – and those seats don’t recline to a bed….well they do but I mean it is a little difficult driving in a horizontal position. Tackling public transport is a daily chore for most of us and we don’t like it – but ask yourself the question – would you be prepared to pay more (and considerably so) for a more comfortable ride? The general opinion is NO. We would pay more if we were sure that the train or bus would turn up on time and get us where we need to get to too on time but the fact of whether it is a seat or a lounge chair really doesn’t faze most of us.

And this is where I think airlines are going to have to reassess. Fads are fun but they are exactly that – fads. The novelty soon wears off. Paying extra is not condusive to creating happy customers and this is despite the fuel surcharges (don’t get me started on that but will talk about this in a future blog).

Regardless of how big your airplane is or how modern your logo looks we want value for money. They know we have to get from point A to point B, but what is slowly starting to register with them is that it is not at any cost – and no pretty airplane is going to change that fact.