Qantas to spend millions to refresh product

In a veiled challenge to Virgin Blue, Qantas chief executive Alan Joyce announced the airline’s plans to invest in a massive upgrade of "all components of the travelling experience", reported the Australian.

"[W]e play our best game and it doesn't matter what the competition will do; Qantas will prevail," Mr Joyce said.

Following the launch of its next generation of check-in facilities, Qantas will embark on a program to heavily invest in revamping its entire set-up, ensuring consistent product across craft and service.

According to the newspaper Mr Joyce said the upgrade was “a significant investment in refreshing our product, our service, our food, our infrastructure and lounges".

The airline will put millions into the improvement of business, premium economy and economy cabins and seats on nine Boeing 747s in an effort to make them feel like an A380, the Australian quoted Mr Joyce.

"The 747s will have the look, feel and the actual hard product that the A380 has," Mr Joyce said.

"And then the look and feel of the international product will come into the domestic product in the air and on the ground."

Virgin Blue is planning its own upgrade and has announced plans to enter the premium economy market, but according to the newspaper, Qantas’ strong push to upgrade is a sign that it will not give up its share of the market without a fight.