Australia-Europe non-stop flights promised by long-range aircraft, but airlines don't see demand

The Australian market continues to be excited by the prospect of non-stop flights between Australia and Europe as new technology aircraft arrive, but the reality is their excitement does not convert into sustainable yields, making it unlikely in the foreseeable future for such flights to be operated.

Stiff competition - European carriers have pulled out while British Airways (BA) and Qantas whittle their presence - has reduced the route to one that is fought on cost, where intermediate Asian and Middle East network carriers have an advantage. Geography also poses disadvantages: an ultra long-haul route to a single European point would still require onward European connections, diminishing much of the advantage of the non-stop service. And while arguments continue about whether Qantas should have ordered Boeing 777s instead of 787s, the reality is that the 777 would probably have been of little help in Qantas' current position.