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The year Qantas trashed its brand and made record profits

Investors could see an upside in 2024 if some brand damage can be repaired

Research found that Qantas was only marginally more popular than its low cost subsidiary Jetstar.

Key points
  • What’s at stake: Profits or reputation? Qantas found it couldn’t have both in 2023, and it chose profits.
  • Background: Qantas soared back to post record profits in 2023, but at the same time suffered significant brand damage from a number of controversies, some of which have ended up in court.
  • Key players: Qantas, Vanessa Hudson, Alan Joyce, Qantas shareholders.

By some measures, 2023 has been an ‘annus horribilis’ for Australia’s flagship carrier Qantas, but it was also a year in which the flying kangaroo soared back to profitability – and a record profit at that.

The list of bad news for Qantas in 2023 is a long one and there’s no doubt it has

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Lachlan Colquhoun Tue, 26 Dec 2023
Contact the Writer: lachlan@nbr.co.nz
News tip? Question? Typo? Let us know: editor@nbr.co.nz
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Key points
  • What’s at stake: Profits or reputation? Qantas found it couldn’t have both in 2023, and it chose profits.
  • Background: Qantas soared back to post record profits in 2023, but at the same time suffered significant brand damage from a number of controversies, some of which have ended up in court.
  • Key players: Qantas, Vanessa Hudson, Alan Joyce, Qantas shareholders.
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The year Qantas trashed its brand and made record profits
Australia,
101918