Trevor
Just curious to get opinions on what has changed in the last 10 years
1. Too much capacity defending the 65% "line in the sand"
2. The focus on product is not what it once was. My last QF flight a few months ago was the "City Flyer"... a clapped out B767 with surly cabin crew (on the day). The next flight on Tigerair was a shiny new Airbus, happy crew and 1/3 the price.
Take a look at the current QF domestic marketing's billboard coming off Southern Cross Drive at Sydney Airport... advertising "free food". Note: to their marketing gurus. The sign frequent flyers would rather see is "B787s on City Flyer services"... I'd give that a go!
Qantas have an outstanding new product in the 787 (that can potentially give them a significant domestic edge over VA), but they treat their customers with contempt by putting it into Jetstar.
Instead
Qantas gives its domestic flight meals a fast food style makeover ...McDonalds style meal boxes! Pure genius!!!