Qantas closes in on pre-Covid customer satisfaction as Campari added to in-flight drinks menu

Qantas CEO Vanessa Hudson is meeting with ‘detractors’ and the airline is rolling out craft gins and even Campari on international flights as it nears pre-Covid customer satisfaction levels.

Qantas’ campaign to return customer satisfaction ratings to pre-Covid levels or better has turned to passengers’ tastebuds with a wider selection of beverages on international routes.

The move comes as CEO Vanessa Hudson revealed the airline’s standing with passengers was “almost” back to pre-pandemic levels following a concerted effort to restore Qantas’ reputation.

Speaking in Dubai this week, Ms Hudson said she had spent many hours in focus groups with “detractors” to identify what they needed to work on.

“So I’m surrounding myself with customers who’ve had bad experiences, not those who are promoters and I think that’s really important as leaders that we lean into that,” said Ms Hudson.

“What we heard was that the key pain point areas were on-time performance and reliability, recovery when things do go wrong, in-flight experiences and frequent flyer rewards.”

She said significant funds were being invested in improving the customer experience because “if customers are not getting value for money that’s where trouble sets in”.

The investment would also have benefits for her executive team after the Qantas board increased the weighting of “customer” in its assessment of short-term incentive plan bonuses from 20 per cent to 40 per cent last year.

A marked improvement in this area could not only mean payment of bonuses for this financial year, but also for the last – with the board opting to defer those rewards until after various issues facing Qantas were resolved.

They included the Australian Competition and Consumer Commission lawsuit over the sale of tickets on already cancelled flights, which has now been settled, and the unlawful outsourcing case which was expected to reach a conclusion in coming weeks.

Qantas CEO Vanessa Hudson says ‘trouble sets in’ when customers feel they are not getting value for money. Picture: Natalia Mroz/IATA

In the latest change to “in-flight experience” Qantas announced on Thursday a rollout of more varieties of gin and whisky, plus the addition of Campari across all cabins.

The Italian aperitif will land on menus just in time for the resumption of flights to Rome, along with Four Pillars Rare Dry Gin in premium cabins, and Lark Classic Cask Whisky in first class.

A wider range of gins will also be available for first class and first lounge customers including

including Applewood, Brookies, Beachtree ‘Quokka’ and the Australian Distilling Co’s “Bondi” gin.

Qantas creative director of food, beverage and service Neil Perry and his team of mixologists and sommeliers had the terrible task of reviewing nearly 400 products to design the new spirit offering.

Asked if her hard work to turn Qantas around could ultimately benefit her predecessor Alan Joyce, Ms Hudson said it was a decision for the board.

“As a new leadership team, we’ve been focused on making sure we deliver for customers,” she said.

“A part of that is making sure you always listen, you understand where the pain points are, you take action quickly to address those pain points and you make sure you’re delivering value for money. “

Qantas international passengers will soon be able to knock back a Campari and soda.

Executive manager of product and service Phil Capps said the new selection and a revamped winter menu celebrated Australian suppliers on the global stage.

“We began planning for our new spirits selection more than 12 months ago with the intention to offer our customers a more premium choice when they fly with us,” said Mr Capps.

“With our flights to Rome restarting and Paris taking off soon, a new aperitif is the perfect way to start or end a European summer holiday.”

To further whet the appetite for travel, Mr Perry was rolling out a new winter menu from premium passengers including plant-based options, inspired by destinations such as Seoul, Bangkok and Rome.

Travellers heading for South Korea could expect to feast on prawn and kimchi dumplings with marinated cucumbers while Italian-bound guests might be offered artichoke fagottini with tomato, peas, scallop and tarrogan, and Thai travellers a coconut sticky rice pudding.

The updated international menu follows an overhaul of Qantas’ domestic economic snacks to provide passengers with a more adequate tummy filler on flights of over two hours.

Travellers flying from Brisbane to Melbourne or Adelaide to Sydney could expect a sausage roll, bacon and scrambled egg brioche or chicken ciabatta roll in the place of cheese and crackers or a sweet slice.

Originally published as Qantas closes in on pre-Covid customer satisfaction as Campari added to in-flight drinks menu