executive impact

Jetstar raises profile

14 Comments
By Chris Betros

Australian low cost carrier Jetstar is having a banner year. A member of the Qantas group, Jetstar took off in 2004 with services to 14 destinations in Australia. It began its international operations to Asia in 2006, adding services to Japan in March 2007 with a Sydney-Osaka-Brisbane service.

Jetstar is on the move and last December commenced services to Narita from Cairns and the Gold Coast. It will expand its Gold Coast–Tokyo (Narita) two-class service from the current five times a week to a daily service from March 29. That means Jetstar will be offering 21 weekly return flights that includes existing Osaka-Gold Coast-Sydney and Cairns-Tokyo daily services.

The strong yen against the Aussie dollar is a big help, of course, and a successful advertising campaign featuring “talento” Becky has given the airline a high profile in Japan. Jetstar got another boost last November when it was named CAPA Low Cost Airline of the Year by the Centre for Asia Pacific Aviation.

On the Japan routes, Jetstar uses six Airbus A330-200s, configured for 265 economy seats and 38 StarClass seats. The airline offers a range of beverages for purchase and portable video-on-demand entertainment units for hire.

Heading up the airline’s operations in Japan is Masaru Kataoka, the regional general manager. Born in Kyoto, Kataoka majored in mechanical engineering at Shinshu University in Nagano. He joined Hitachi as a nuclear engineer, then switched to the airline industry. He worked for Singapore Airlines, Ansett and Air New Zealand before moving to Jetstar in 2006.

Based in Osaka, Kataoka makes regular visits to Tokyo where. Japan Today editor Chris Betros caught up with him recently.

Was it hard launching a low cost carrier in Japan?

It has been an exciting challenge, introducing a new concept to the leisure travel market.

What is the image of a low cost carrier in Japan?

It used to have a cheap image but as we have become better known among consumers, the brand image is changing to mean convenience, cheap but safe. A lot of consumers don’t know Jetstar is a company based in Australia. However, Qantas is well known in Japan because it has a 50-year history, so we have been able to use the name of Qantas to expand the brand awareness of Jetstar.

How are you marketing Jetstar?

In Kansai, we have been doing a sales and marketing campaign for more than two years, so our name is fairly well known there. For Tokyo, we announced the commencement of operations last July and since then, we have been promoting the name of Jetstar nationwide. In February of last year, we started a campaign using Becky and it has been very successful. She is very popular among all generations and projects a very bright, cheerful image for Australia.

What is your business model?

It is a simple point-to-point service. We don’t issue tickets. You pay for meals and entertainment on board or in advance. This is clearly mentioned when you book online or through our call centers. Tickets sold through travel agencies include meals and comfort packs.

What sales channels do you use?

Before we commenced operations, we had an initial budget to expand branding first, then establish sales channels, not just relying on existing channels such as travel agencies, but create our own sales channels. Online bookings and our call center account for 70% of bookings in Australia, while in Japan, it is about 25%. Many Japanese still prefer using travel agents because they are everywhere and take care of everything. They can give older customers much more information and options for holidays.

How many routes are you operating to and from Japan?

We have three routes from Japan -- Kansai-Gold Coast, Narita-Gold Coast and Narita-Cairns. From March 29, Gold Coast-Narita will go from five weekly flights to a daily service. The Gold Coast service continues on to Sydney.

How were you able to get the extra slots at Narita airport? There always seems to be a waiting list.

We took over slots given up by Qantas which reduced its flights to Japan.

How are load factors?

The best load factor at the moment is on the daily Kansai–Gold Coast sector, then Narita-Cairns. Revenue generation is good, over our expectations. The Narita-Gold Coast route has a good mixture of passengers. Despite the strong yen, there is still a big demand in Australia to come here for skiing.

Any plans to expand your service to other cities in Japan?

Right now, we only have six aircraft on long haul sectors. When we take delivery of our new Boeing 787s, scheduled for early next year, we might review our network.

How many Japanese flight attendants do you have?

We have about 40 who are based in Sydney and Cairns.

What is a typical day for you?

I show up at the office about 8:30. First, I check emails to Australia, then I concentrate on our sales and marketing strategy. I’m in the office most of the day, though I do come to Tokyo a lot. I go to Melbourne 3-4 times a year.

How do you like to relax?

I like playing golf, and coaching my children’s softball team.

For more information, visit www.jetstar.com

© Japan Today

©2024 GPlusMedia Inc.


14 Comments
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Be very wary about using this cheap(skate) airline. I've heard reports that if you don't turn up on time, even if its out of your control, you forfeit your fare and be asked to pay another. They even have the hide of asking you to pay for their crummy airline food. My friend came up from Aus in December with a sore neck and when he asked for a second pillow they almost made him pay for that too until he argued with one of their flight attendants. Pay the extra and use a more service oriented airline such as KAL, Asiana, Cathay or even JAL.

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in reality it's not that cheap. There are no package deals or travel agency discounts.

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As long as Becky is their campaign-girl, they`ll never get any of my custom.

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Pay the extra and use a more service oriented airline such as KAL, Asiana, Cathay or even JAL

Er, perhaps you don't understand the concept of budget airlines. The whole point of them is to cut costs by providing a no-frills service. If it is service you are after, look elsewhere and pay extra.

If you just want a cheap flight to Australia, but don't need the crappy airline food, earphones and blanket and don't want to spend up to 9hrs in transit in an airport in Asia, Jetstar is fine.

Just buy a bento before clearing customs and a few bottles of drink from the vending machines at the departure gates and you'll have a meal everyone who chose the airline food would drool over.

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above, agreed. I bumped up to Star class for 20000 yen and was the only one. They are certainly frugal but not in biz class.

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Jetstar has made horrible purchases in the oil futures market. The firm will be bankrupt in 18 months tops.

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I would never fly Jetstar or Qantas again if I can avoid. Didn't want to but had to fly back to Oz for am emergency visit and bought a Qantas ticket full price and got stuck on a Jetstar code share. Supposedly I got all the things that a Qantas ticket buy but not true. Paid premium for a bargain basement flight. Some fault of JTB for not informing me that it was a code share. Further more the jet had panels coming loose on the interior and the passenger light was faulty, God only knows what else was wrong with the jet. Accidents are caused by many small combined factors usually. Just be sure you never get code shared on a jetstar flight. I would fly just about any other service than jetstar because of my concerns with their maintenance alone which didn't even get a reply when I wrote to Qantas.

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.." I've heard reports..."

Well, here's one "report": I've ACTUALLY taken Jetstar, and my flights have been great. The Singapore to Saigon, return for $150 or less. My wife takes the same flight. Never been late or had any other such problems. Booking online is a breeze. Also, the flight schedule (morning arrival) is a lot better than many of the regular airlines, which charge 3 or 4 times as much.

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Some tips when considering Jetstar and their competitors

As scoobydoo mentions, Qantas (and JAL) code share with Jetstar, so even if you pay extra for the Qantas or JAL brand, you will be getting a Jetstar flight. It's much more economical to just book with Jetstar and order the options you want/need. If you are heading to Aus, purchase a 1-way ticket online, and then purchase your return 1-way ticket separately. If you book a return ticket, both flights will be charged in Japanese yen, whereas if you book a one-way ticket from Australia it is charged in Australian dollars. With current exchange rates, it works out cheaper to buy the return ticket in AUD. Book early. As the flight fills up, the price goes up. If you get in early, you get their cheapest rate, even during peak periods. (not including the occasional off-season specials which are dirt cheap).

As for service, they aren't the best airline I have flown with, but they are certainly not the worst either.

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I despise Becky as well but apparently a lot of people don't. Hard to believe, I know.

I'll be flying Jetstar back to Aus soonish. It was an endless farce, booking a basinette for the baby. Call centre staff were incompetent in Japanese and when I called them their service disconnected itself 3 times before I could check that the booking had been correctly made (it hadn't).

The only excuse I think they can make is that they are a relatively new airline with little experience. Maybe they'll get better. I hope so because they're certainly quite cheap.

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To those complaining about Jetstar, let me just say this: It would have cost me over A$8000 to get to Japan from Oz with my family via either Qantas or JAL. Jetstar offered to get us there for a little over A$3000. Sure, they stuffed up with our bassinet too, but that five grand has come in handy.

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A cheap no frills airline is to be welcomed by those who need such - a good alternative.

But there are stuff ups & consequences you must accept.

Friend, his wife & 3 kids rock up to the airport in Cairns for the return flight only to be told that there will be no flight today - not enough seats sold so doubling up tomorrow. No consolations. Just the best part of a day in the airport with 3 kids, missed work, school etc the day after the next, missed domestic connection - all because of jetstars clause stating that schedules can be changed at no notice for whatsoever reason as they see fit.

I often take small groups to Oz, but I couldn't rely on such an ethic.

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soothsayer: $3000? We're paying 110 000 yen return, Narita to Melbourne, even leaving on a Sunday. That's just over half of what you're paying. Are you using their website directly or through a travel agent?

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This Just In:

Qantas will replace all New Zealand domestic services with Jetstar in June

Will it end with flying Kiwis going hungry, or is this just the beginning? o_0

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