TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
FIVE FORCES ANALYSIS 14
Summary 14
Buyer power 15
Supplier power 16
New entrants 18
Substitutes 20
Rivalry 21
LEADING COMPANIES 23
Jetstar Airways Pty Limited 23
Qantas Airways Limited 24
Virgin Australia Airlines Pty Ltd 29
MARKET FORECASTS 32
Market value forecast 32
Market volume forecast 33
MACROECONOMIC INDICATORS 34
APPENDIX 36
Methodology 36
Industry associations 37
Related Datamonitor research 37
Disclaimer 39
ABOUT DATAMONITOR 40
Premium Reports 40
Summary Reports 40
Datamonitor consulting 40

LIST OF TABLES
Table 1: Australia airlines industry value: $ million, 2006–10 10
Table 2: Australia airlines industry volume: million passengers, 2006–10 11
Table 3: Australia airlines industry segmentation I:% share, by volume, 2010 12
Table 4: Australia airlines industry segmentation II: % share, by value, 2010 13
Table 5: Jetstar Airways Pty Limited: key facts 23
Table 6: Qantas Airways Limited: key facts 24
Table 7: Qantas Airways Limited: key financials ($) 26
Table 8: Qantas Airways Limited: key financials (A$) 26
Table 9: Qantas Airways Limited: key financial ratios 27
Table 10: Virgin Australia Airlines Pty Ltd: key facts 29
Table 11: Virgin Australia Airlines Pty Ltd: key financials ($) 30
Table 12: Virgin Australia Airlines Pty Ltd: key financials (A$) 30
Table 13: Virgin Australia Airlines Pty Ltd: key financial ratios 30
Table 14: Australia airlines industry value forecast: $ million, 2010–15 32
Table 15: Australia airlines industry volume forecast: million passengers, 2010–15 33
Table 16: Australia size of population (million), 2006–10 34
Table 17: Australia GDP (constant 2000 prices, $ billion), 2006–10 34
Table 18: Australia GDP (current prices, $ billion), 2006–10 34
Table 19: Australia inflation, 2006–10 35
Table 20: Australia consumer price index (absolute), 2006–10 35
Table 21: Australia exchange rate, 2006–10 35

LIST OF FIGURES
Figure 1: Australia airlines industry value: $ million, 2006–10 10
Figure 2: Australia airlines industry volume: million passengers, 2006–10 11
Figure 3: Australia airlines industry segmentation I:% share, by volume, 2010 12
Figure 4: Australia airlines industry segmentation II: % share, by value, 2010 13
Figure 5: Forces driving competition in the airlines industry in Australia, 2010 14
Figure 6: Drivers of buyer power in the airlines industry in Australia, 2010 15
Figure 7: Drivers of supplier power in the airlines industry in Australia, 2010 16
Figure 8: Factors influencing the likelihood of new entrants in the airlines industry in Australia, 2010 18
Figure 9: Factors influencing the threat of substitutes in the airlines industry in Australia, 2010 20
Figure 10: Drivers of degree of rivalry in the airlines industry in Australia, 2010 21
Figure 11: Qantas Airways Limited: revenues & profitability 27
Figure 12: Qantas Airways Limited: assets & liabilities 28
Figure 13: Virgin Australia Airlines Pty Ltd: revenues & profitability 31
Figure 14: Virgin Australia Airlines Pty Ltd: assets & liabilities 31
Figure 15: Australia airlines industry value forecast: $ million, 2010–15 32
Figure 16: Australia airlines industry volume forecast: million passengers, 2010–15 33