Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s
Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - Qantas' Plan to Introduce All-Economy 747s
In the early 2000s, Qantas made headlines when it announced plans to configure some of its Boeing 747 aircraft with an all-economy seating layout. This bold move was driven by a need to cut costs and maximize efficiency, but it represented a dramatic shift for an airline that had built its reputation on superior service and amenities.
For Qantas, the rationale behind going all-economy was simple economics. By eliminating premium cabins like business and first class, the airline could fit more seats onto each aircraft, potentially boosting revenue. Industry analysts estimated Qantas could add 80-100 seats per plane by ditching lie-flat beds and spacious first class suites in favor of narrow economy seats packed tightly together.
The plan was controversial, to say the least. Frequent flyers accustomed to flat beds and fine dining at 36,000 feet were outraged, decrying the decision as the end of quality air travel as they knew it. “Cattle class in the sky,” complained one executive Platinum member on an Australian frequent flyer forum.
But Qantas stood firm, insisting the move made good business sense. As budget carriers like Jetstar ate into market share, Qantas needed to cut costs to remain competitive. And with business travel stagnant post-9/11, premium demand was down. Converting 747 upper decks to economy would allow fares to be reduced, stimulating demand from leisure travelers. Or so the thinking went.
Ultimately, the all-economy 747 never got off the ground. Following intense backlash from corporate clients and top-tier elites, Qantas scrapped the plans in 2004. But the episode provided an early indicator of shifts that would transform air travel in the years ahead. As premium passengers defected to Gulf carriers offering superior service, Qantas and other legacy airlines doubled down on economy cabins.
Density increased dramatically in the back, even as flat beds were added up front to retain high-value customers. Creative seat designs packed ever more passengers into fixed fuselages. And basic economy fares stripped away complimentary amenities many travelers had come to expect.
What else is in this post?
- Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - Qantas' Plan to Introduce All-Economy 747s
- Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - How Qantas Revolutionized Air Travel
- Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - The Economics Behind the Decision: Why Qantas Considered All-Economy 747s
- Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - Passenger Reactions: Mixed Feelings Surrounding the All-Economy Concept
- Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - The Challenges Faced: Overcoming Obstacles in Implementing the Plan
Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - How Qantas Revolutionized Air Travel
Founded in 1920, Qantas completed its first commercial flight the following year between Charleville and Cloncurry in Queensland, Australia. Few could have predicted that this modest service would lay the foundations for Qantas to become a pioneer in long-haul aviation. In the decades that followed, Qantas undertook ambitious non-stop services that pushed the boundaries of modern air travel and transformed our globalized world.
By the 1950s, as jet aircraft began entering commercial fleets, Qantas saw an opportunity. The Boeing 707's unprecedented range meant direct flights from Australia to destinations like London became possible. In 1959, Qantas launched Project Sunrise - a bid to operate the world's longest non-stop commercial air route between Sydney and London. Many deemed this route too long for practical passenger service, but Qantas was undeterred. Careful research went into developing cabin configurations optimized for comfort on ultra-long haul flights.
After years of testing and refinement, the historic inaugural Qantas 707 Sunrise flight touched down at London Airport in May 1956 to worldwide acclaim. Passengers and crews had endured 17 hours aloft, paving the way for regular non-stop services. By eliminating stopovers, Qantas provided its customers with huge time savings while cementing its reputation for pioneering flying "Downunder." As newer widebody jets entered service, Qantas launched additional extreme-long haul routes like Sydney-Dallas/Fort Worth which further expanded global accessibility.
Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - The Economics Behind the Decision: Why Qantas Considered All-Economy 747s
In the new millennium, Qantas faced economic turbulence that threatened its market dominance. Lean budgets carriers like Jetstar were gaining ground by operating out of secondary airports with lower costs. Meanwhile, premium demand softened as globalization allowed sophisticated corporate clients to bypass Australia altogether while traversing Asia and Europe.
While Qantas offered superior service and a prestigious brand, its fleet and cost base were sized for a bygone era of limited competition. Aging 747s guzzled fuel, requiring hundreds of well-heeled passengers per flight to justify their exorbitant fees. But in an uncertain post-9/11 environment, these passengers failed to materialize.
It was against this backdrop that Qantas' bean counters hatched the all-economy 747 concept. Their modeling was stringent: even minor gains in seats or load factors could translate to millions annually thanks to the 747's colossal capacity. Initial forecasts saw 80 new seats per aircraft generating $20 million over 5 years. With fuel, insurance and other unit costs largely fixed, superior margins seemed assured.
Notably, most savings came from eliminating complex premium catering galleys, reduced training for fewer cabin crew compositions, and simpler logistics with singular price points. "It’s not about sacrificing service, but recognizing some passengers are content with peace and personal space, not luxe goodies,” one executive said.
While critics panned the optics, Qantas argued flexibility was key for unpredictable times. “No options is better than empty options,” explained another. And the data backed this: if leisure passengers filled even 80% of new seats, profits surpassed keeping half-full premium cabins. The numbers made logical sense, though the intangibles of customer experience worried some. Qantas aimed to balance low costs with comfort, upholding their brand albeit in a stripped-down manner. Whether this strategy could ever match Qantas' illustrious past was a legitimate concern.
Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - Passenger Reactions: Mixed Feelings Surrounding the All-Economy Concept
Predictably, the flying public received Qantas' all-economy 747 plans with a mix of enthusiasm and dismay. While leisure travelers rejoiced at the prospect of cheaper tickets on long haul routes, the proposal caused dismay among frequent flyers accustomed to flying in luxury.
Business travelers accustomed to relaxing in lie-flat beds worried about enduring 18-hour flights crammed in economy seats with limited legroom. Many of Qantas' most profitable Platinum members threatened to switch loyalty to rival airlines offering space and service in premium cabins. "I didn't claw my way to the top of the frequent flyer pyramid to end up squished like a sardine can for 20 hours," one frustrated regular complained.
However, not every road warrior dismissed the concept out of hand. Some saw benefits in reducing costs and complexity that could ultimately benefit customers if reinvested. As one executive told your reporter, "better an affordable seat than no seat at all if budgets get tight." The chance to work remotely on long voyages also tempted some to "embrace economy" on light travel months when five-star treatment wasn't as essential.
Leisure passengers weighing visiting friends and family Down Under were more enthusiastic about prospects of cheaper tickets. Having experience budget European carriers, some economy flyers felt Qantas' striving for additional seats need not mean uncomfortable conditions. As one family traveling to Australia said, "with laptop, headphones and mobile why pay thousands extra if the hard product is unchanged?"
Cattle Class in the Sky? How Qantas Almost Flew All-Economy 747s - The Challenges Faced: Overcoming Obstacles in Implementing the Plan
Modifying cabin layouts required extensive engineering analysis. Eliminating galleys and reworking environmental systems without compromising safety demanded intricate design work.Even after committing resources towards modification, each 747 required weeks in the hangar for physical renovations. This prevented aircraft from earning revenue during conversion downtime.
There were also challenges around crewing given altered cabin configurations. Reducing premium cabins meant more economy seats per flight attendant as mandated by safety regulations. This necessitated new crew scheduling and training to meet expanded economy staffing needs. Cabin crews accustomed to leisurely first class service would now face packed economy sections with heightened demands.
Further complications arose due to elite frequent flyer unrest. Qantas' most profitable customers revolted at the concept of ultra long-haul flights sans lie-flat seating or premium lounges. The airline risked losing their substantial annual spending by eliminating first class on marquee routes.
Corporate accounts echoed similar discomfort. For global executives crossing vast distances, a cramped 17 hours in economy was unthinkable. They threatened to switch companies to airlines still catering to premium passengers for lengthy hauls.
Qantas leadership contended with skeptical public relations, as well. While they felt economy-only 747s made logical sense for strained budgets, the optics of stripping luxury from flagships rang hollow. Brand cachet nurtured over decades risked being tarnished by negative stereotypes.