They have to do something. Last week I flew on 5 domestic flights in the golden triangle and while the loads seemed reasonable it was on the back of cancelling other flights and moving passengers. I really noticed the Melbourne QF Terminal last week Monday morning as being the easiest Monday morning I've either gotten though security.

Sales have been affected, not just by the bad news from QF over the past 18 months (flight problems) and the random strikes but also Virgin have really stepped up their hard and soft product including the status matches.

I know of at least 6 colleagues who got the status match (I got it as well) and all of them have sampled DJ over the past few weeks and seem very impressed. In fact if DJ had life time status I think they would start seeing 80% plus bookings at least from this group. And while this is a small sample I'm wondering how many others are in the same spot.

QF needs sale fares, bonus status credits, and no bad news to just start getting back in the game. I'm not sure what their % share was for domestic 12 months ago but I'd be surprised if you compare Dec 2011 with Dec 2010 if there isn't a 5-8% drop.

Still the upside is it should be easier to get good seats, including exit row, and the sales might be useful as well. You never know more award seats might be available across the network as well with low sales. Best time to buy is at the bottom