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Virgin defends Tiger approach

Virgin Australia chief executive John Borghetti insists his airline's bid to take control of Tiger Australia will prevent Jetstar from creating a monopoly at the leisure end of the country's air travel market.
By · 14 Mar 2013
By ·
14 Mar 2013
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Virgin Australia chief executive John Borghetti insists his airline's bid to take control of Tiger Australia will prevent Jetstar from creating a monopoly at the leisure end of the country's air travel market.

As he faces a longer wait than expected for a decision from the regulator on the deal, Mr Borghetti also made it clear that Tiger's Singaporean parent was serious about its threat to pull out of Australia if Virgin was prevented from taking a 60 per cent stake in the budget airline.

The competition regulator delayed making a decision last week on Virgin's bid because it wanted more information on the deal from Australia's second-largest airline.

Mr Borghetti said Jetstar had been focused on an "enormous expansion" in the domestic market, and the Tiger deal would "stop the budget market becoming a monopoly".

"It allows us to go back and compete, and do what we did so well when we were Virgin Blue at the bottom end of the market," he said.

"It is good for us, it is good for the market, it stops a monopoly - that is pretty compelling."

The regulator has raised reservations about the deal because it will effectively return the country to an airline duopoly between Qantas and Virgin. But Mr Borghetti has threatened to walk away from the proposed bid if the regulator forces the airline to commit to increasing Tiger's fleet over the next five years.

Virgin's $100 million bid for West Australian regional airline Skywest cleared a further hurdle on Wednesday when its shareholders voted overwhelmingly in favour of the deal.

As Virgin reinvents itself as a full-fledged premium airline, its bids for Skywest and Tiger are aimed at ensuring it competes against Qantas and its offshoots in other segments of the market.

Virgin took another step towards upping the ante on Qantas in the lucrative corporate travel market by opening its first lounge at Canberra Airport on Wednesday. It also has its own version of the invitation-only Qantas Chairman's Lounge at the airport, which is known as The Club. On Wednesday, Canberra Airport opened the west wing of its terminal, as part of a $480 million redevelopment. The west wing houses the operations of Virgin and regional airlines.

Mr Borghetti said the new lounge and the expansion of others around the country, including in Melbourne and Sydney, would help Virgin "turbo-charge" its assault on the corporate and government travel market.

Virgin's growth in the higher-yielding segment of the market had accelerated since November, Mr Borghetti said, citing the switch by four companies, including Origin Energy, of their entire air travel accounts from Qantas to its rival.

An important front in the battle between Qantas and Virgin in the domestic market has been the transcontinental route between the east coast and Perth.

Qantas is upgrading its fleet of A330 aircraft that are used on the route.

* The reporter travelled to Canberra courtesy of Virgin.
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Frequently Asked Questions about this Article…

Virgin Australia has proposed taking a 60% stake in Tiger Australia. The airline says the deal would let Virgin compete more effectively in the budget leisure market and prevent Jetstar from dominating that segment — a point the company argues is important for maintaining competition in domestic air travel.

The competition regulator delayed a decision because it requested more information from Virgin, and it has reservations that the deal could effectively return Australia to an airline duopoly between Qantas and Virgin — a structural concern for competition authorities.

Views differ: Virgin’s CEO argues the takeover would stop Jetstar from creating a monopoly at the leisure end of the market and restore competition, while the regulator is concerned the deal could lead to a duopoly between Qantas and Virgin and reduce competition overall.

Virgin’s CEO said he might withdraw the bid if the regulator forces the airline to commit to increasing Tiger’s fleet over the next five years. The article also notes Tiger’s Singaporean parent warned it could pull out of Australia if Virgin is prevented from taking the 60% stake.

According to the article, the Tiger and Skywest bids are part of Virgin’s strategy to compete across market segments — budget leisure and regional routes — and to bolster its position against Qantas. For investors this signals strategic expansion, but the Tiger deal carries regulatory uncertainty that could affect outcomes.

Virgin’s $100 million bid for West Australian regional airline Skywest cleared a major hurdle when Skywest shareholders voted overwhelmingly in favour of the deal.

Virgin is expanding its premium offerings — opening its first lounge at Canberra Airport (and planning more in Melbourne and Sydney), and promoting invitation-only facilities like The Club — moves the CEO said will help 'turbo-charge' its assault on the corporate and government travel market. The article also notes several companies, including Origin Energy, switched their travel accounts from Qantas to Virgin.

The east coast–Perth transcontinental route is a key battleground because it’s lucrative and high-profile. The article notes Qantas is upgrading its A330 aircraft used on that route, highlighting competitive fleet and product investments between the two airlines.