Whilst airlines like Cathay, EK, BA etc. have moved on, introducing newer aircraft types and modern cabin designs and great service, QF has stayed behind, and it has resulted in them losing some of their share in the market, in which I believe they can win back if only they spend the money. I've never understood why they wait so long to receive new aircraft types. They ordered the A320neo in 2011, and yet the first one is due to be here in 2024/2025. I know that they like new to 'prove themselves', but imo they watch and wait for too long.
Interesting few examples of airlines there that you think have left Qantas behind with their newer aircraft types and modern cabin designs.
-It's been 15 years since EK introduced a new aircraft type, and the archaic business hard product on half their fleet is arguably the worst of any major airline.
-Cathay's cabins haven't changed much since they introduced their current business seat over 10 years ago.
-I've always had a soft spot for BA's old club world seats, but I was certainly in the minority and even now only a fraction of their fleet has their new product.
I've flown all of the above airlines' long haul business products multiple times with the exception of the new BA seat, and I'd put Qantas and Cathay fairly close together in overall quality, and both miles ahead of the other two. Qantas has a great product, which is uniform across their whole fleet (with the exception of maybe one or two A380s), has invested a lot into their now excellent international lounges and I always seem to have good on board crews. Qantas don't have enough planes right now, but that's the only thing I see as hurting their market share right now, and based on their very high prices enough people are still buying seats to maintain some great yields.