Australia ?! Is the Daily Fail having a laugh ? On a per kilometre basis it's a low yield route and up against some of the best airlines in the world and their A380s. EK would eat Norwegian for breakfast !
As for trying to improve yield by going premium, when they realize full planes doesn't necessarily mean big profits ? Well I suppose that's been tried and tested over the years by names like Laker, People Express and Air Berlin and it worked out well for them.
Would love to be proved wrong, but this increasingly looks like an airline that has lost its way