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Henry Harteveldt, an airline industry analyst in San Francisco, predicts the shutdown will do long-term damage to the Qantas name by hurting its reputation for reliability. "A lot of travelers won't take a chance and will book away to Virgin Australia, Air New Zealand and other airlines," Harteveldt said. "Brand loyalty in the airline business is very low, and there is so much competition." Before the court ruling, Virgin Australia said it was scheduling extra flights and offering 20 percent fare discounts to help stranded Qantas passengers through Thursday. If Qantas loses customers, that could also hurt partners in its alliance of global airlines, including American Airlines. A rival alliance that includes Air New Zealand and is led by United Continental Holdings Inc. could benefit. So could a third group of airlines that includes several major Asian carriers and is led by Delta Air Lines Inc. and Air France-KLM.
Other industry veterans said the lockout was a daring move that will pay off for Qantas, which wants to expand the low-cost, low-fare model that it uses at its Jetstar Airways subsidiary. Jetstar has extensive routes to Southeast Asia and Japan, and lower costs than Qantas. But Qantas unions fear that expansion of low-cost airlines will result in Australian jobs being sent overseas. CEO Joyce hopes to bend the unions closer to the company's vision for growth by tapping into Asian markets. "It was a very shrewd move by their CEO to force the issue and stop the potential deterioration of the brand," said Mo Garfinkle, an airline consultant who has worked for Qantas rival Virgin Australia. "In the end, it will benefit Qantas financially." Garfinkle said the short duration of the fleet grounding will help Qantas get back up to full speed quickly, cutting its losses.
[Associated
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