The Australian airline industry has become like a giant game of chess. Virgin Australia 18 months ago, upped the ante with a dramatic series of movies including new planes, refurbished cabins, a business class product and expanded lounges. These changes began in tandem with new partnerships with Delta, Air New Zealand, Singapore and Etihad which plugged the airline into a worldwide network for a much reduced cost. The aim was to poach as many of Qantas customers as possible. Qantas responded by forming a major alliance with Emirates. This threw the gauntlet down again. I have been…
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