Qantas – from disrupted to disruptor

Qantas – from disrupted to disruptor
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Qantas has said they have executed the biggest aviation turnaround in history, going from disrupted to disruptor in the space of five years.

Qantas has gone from being subject to unsettling forces to being the unsettling force, in an address to the Travel Daze conference held in Sydney this week.

“We want Qantas to be a disruptive airline, not an airline that’s disrupted,” Qantas head of digital and entertainment Jo Boundy said.

“Continuing to be disruptive and not be disrupted is key of the thinking adopted at Qantas in the last few years,” Boundy said.

Qantas now classifies their operations as a social business with emphasis placed on social media tools.

“Social media is where we’ve seen the most disruption in Qantas from a marketing point of view,”

This is quite the change from the crisis communications of 2010 when a photo of a Qantas engine surfaced on twitter captioned that a plane had crashed.

Within minutes Qantas’ share price had dropped by $100 million.

Now, the airline wants to be on the front foot.

“We don’t just sell seats on planes, we sell dreams and often quite expensive dreams,” Boundy said.

Crucial to selling those dreams is storytelling.

“We are getting better at telling our story to the world, whether through our platforms or other platforms,” Boundy said.

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