Qantas' first 787 routes, Perth-London nonstop and Melbourne-LA, address urgent strategic needs

Qantas' first regular 787 services are a year away, but the airline is already announcing the initial routes so it can increase its proposition in deeply significant markets (and also begin preparations while avoiding possible media leaks). The well-flagged Perth-London nonstop service was announced first, but the first route to be flown will be Melbourne-Los Angeles from 15-Dec-2017.

Perth-London nonstop is less about the actual market between Perth and London (it is small) and more about Qantas connecting the rest of Australia with a one-stop proposition via an Australian port with an experience that Qantas can intimately control. Even with Qantas' successful restructuring and cost base reduction, it will still need to command a yield premium.

Nonstop to London, an unprofitable market not expected to turn to black in the short term, is also about the prestige and marketing value of being the only airline to operate Australia-Europe nonstop. Melbourne-LA was likely a late change, prompted by US rejection of its proposed JV with American Airlines. The JV would have resulted in American entering the Melbourne-LA market; Qantas' 787 will instead provide the necessary boost in presence of a market that has become more competitive.