Qantas: Spending, Fleet & New Routes – Is Joyce’s Strategy Failing?

February 26, 2026 Priya Shah – Business Editor Business

Qantas Airways announced a $1.5 billion profit for the first half of the fiscal year, a result that lands with the airline’s reputation markedly improved compared to the period following a similar record profit in 2023, according to a report in the Australian Financial Review. The current profit comes as Qantas embarks on a significant spending spree, a strategy that appears to be a direct departure from the cost-cutting approach of former CEO Alan Joyce.

The turnaround in perception coincides with a series of upgrades and investments under current CEO Vanessa Hudson. Qantas customer satisfaction scores have recovered, brand perception is improving, and staff engagement remains solid, the Australian Financial Review reported. This contrasts sharply with the backlash experienced after the 2023 profit announcement, which was criticized for failing to adequately address customer service issues and staff concerns.

Hudson’s plan includes a $14 billion investment in new aircraft, signaling a shift away from the fiscal restraint often associated with Joyce’s 15-year tenure as CEO. Joyce, who resigned in September 2023, was known for a tight-fisted approach to spending, a strategy that some analysts now believe may have ultimately harmed the airline’s long-term prospects, according to The Australian.

The airline has already revealed its first international route for the A321XLR aircraft, demonstrating a commitment to fleet modernization. This investment is intended to revive profitability and address some of the issues that plagued Qantas under Joyce’s leadership. The December-half profit, delivered under Hudson, represents a significant shift in the airline’s approach to balancing customer satisfaction, employee relations, and shareholder value.

Alan Joyce’s career at Qantas spanned from 2000, culminating in his appointment as CEO in November 2008. Prior to joining Qantas, Joyce held positions at Aer Lingus and Ansett Australia. He also served as CEO of Qantas subsidiary Jetstar beginning in October 2003.