Qantas CEO Vanessa Hudson confirmed the airline's commitment to ultra-long-haul routes, with direct Sydney-London flights set to launch in October 2027 and Sydney-New York services following in mid-2028. These routes are part of the Project Sunrise initiative, which will utilize 12 custom Airbus A350-1000s. The airline expects to have five A350s by November of next year, enabling the rollout of these new direct services. Hudson noted that demand for direct flights remains strong, even with current elevated fuel prices, drawing parallels to the success of their existing Perth-London non-stop route.
Despite a nearly doubled jet fuel price and an additional A$610 million in annual fuel costs, Qantas maintains that Project Sunrise will generate an operating profit uplift of approximately A$400 million. Hudson stated that the business case for Project Sunrise remains robust and that the premium gained on existing long routes, such as Perth-London, shows a 20% higher yield outcome compared to one-stop routes through Asia or the Middle East. This profitability is also supported by increased demand from travelers seeking to avoid routes through the Middle East due to ongoing conflict.
Qantas plans to gradually introduce the new routes, aiming for daily Sydney-London flights, which will require three aircraft. The airline anticipates having sufficient A350s to launch Sydney-New York shortly after the London route. Tickets for both London and New York flights are expected to go on sale in February of next year for a 12-month period. Hudson acknowledged the potential for a price war from Gulf carriers once the Middle East conflict subsides but expressed confidence that the market would normalize quickly.
Hudson emphasized that while there's a segment of customers willing to pay a premium for direct, ultra-long-haul flights, Qantas will also continue to offer alternative routes through partnerships with airlines like Emirates and American Airlines. This approach ensures options for all customers, whether they prefer direct travel or multi-stop journeys. The airline is also focusing on enhancing the in-flight experience for these extended flights, working with experts like Sydney University on jet lag management to ensure customer comfort.
