Qatar Airways' 25% equity stake in Virgin Australia signals a strategic move to strengthen Virgin Australia in the face of Qantas' dominance. As Qantas benefits from a close relationship with Emirates on the lucrative "kangaroo route" between Australia and Europe, Qatar Airways' investment seeks to bolster its presence in the Australian market, strengthen and re-introduce Virgin Australia’s long-haul capabilities and increase competitive pressure. The plan includes a wet lease arrangement where Qatar Airways will provide aircraft and crew, enabling Virgin Australia to offer long-haul flights to Doha, enhancing global connectivity.
In the highly competitive Australian aviation market, Qantas holds a near-monopoly, especially after Virgin Australia exited long-haul services following financial difficulties in 2020. Qantas has further leveraged its strong position by aligning with Emirates, securing a dominant share on the key “kangaroo route,” which refers to the popular route between Australia and Europe.
Qatar Airways, already limited by Australian protectionist policies that restrict its flights to Australia, saw an opportunity to challenge Qantas' dominance by acquiring a 25% stake in Virgin Australia. Virgin Australia, with the financial backing of Qatar Airways and the operational flexibility that comes with it, will be able to launch new long-haul services to Doha and beyond, adding more options for travellers and increasing competition.
The "kangaroo route" between Australia and Europe has long been one of the most profitable and fiercely contested in global aviation. As a vital air link for millions of Australians and Europeans, airlines covet a share of this market. A key component of Qatar Airways’ investment in Virgin Australia is a wet lease agreement. Wet leasing involves one airline (in this case, Qatar Airways) providing another airline (Virgin Australia) with aircraft, crew, maintenance, and insurance. Virgin Australia will market and sell tickets for these flights, along with Qatar Airways on a code-share basis, but the aircraft and flight operations will be handled by Qatar Airways – making it ultimately a Qatar Airways flight.
This arrangement is set to begin around mid-2025, with Virgin Australia launching flights from major Australian cities such as Brisbane, Sydney, Melbourne, and Perth to Doha. This wet lease model allows Virgin Australia to quickly re-enter the long-haul market without the immediate financial burden of purchasing new wide-body aircraft. It also gives Qatar Airways greater access to the Australian market, bypassing existing flight restrictions.
The wet lease strategy also helps Virgin Australia regain consumer confidence by providing an easy experience for passengers, with high-quality service backed by Qatar Airways established operational abilities.
The Australian air travel market plays a pivotal role in the country's economy, connecting the vast continent internally and with the rest of the world. Due to Australia's geographic isolation and the need for efficient domestic connectivity across its major cities, air travel is an essential component of business, tourism, and freight services. As of 2023, the Australian air travel market has shown robust growth, valued at approximately A$30bn annually. This growth is driven by increasing demand for both domestic and international travel.
But it’s the domestic air travel market of Australia that forms the backbone of the overall aviation industry. With major cities such as Sydney, Melbourne, Brisbane, and Perth separated by vast distances, flying is the most practical and time-efficient mode of transportation for both leisure and business travellers. Prior to the pandemic, the domestic market saw over 60mn passenger movements annually, a number that has been steadily recovering as travel restrictions have eased. The increased mobility of business professionals and the growth of the tourism industry have fuelled the demand for domestic flights.
Key routes, such as the Sydney to Melbourne corridor, which is one of the busiest in the world, contribute significantly to the industry. Pre-pandemic, this route alone handled over 9mn passengers annually, underscoring the economic value of such high-demand routes to the Australian economy. In terms of market share, Qantas and its subsidiary Jetstar dominate domestic air travel, with a combined market share of over 60%, followed by Virgin Australia at around 30%.
Qatar Airways has pursued strategic equity investments in many airlines, including a 25% stake in Airlink, International Airlines Group (IAG), the parent company of British Airways and Iberia, a 10% stake in LATAM, and a 10% stake in Cathay Pacific. Group CEO Badr Al Meer has reaffirmed focused on using investments to expand Qatar Airways' global reach, particularly in markets where the airline faces regulatory hurdles such as Australia.
The author is an aviation analyst. X handle: @AlexInAir
Alex Macheras
