The Battle of the Hubs: Singapore Airlines Competes with Gulf Carriers for Australian Travelers

In the midst of a surge in flight capacity, a rivalry is emerging between Singapore Airlines and the newer options of Emirates and Qatar Airways for Australian travelers. These airlines have long been popular choices for Australians, but with the increase in competition, the battle for market share is heating up.

According to Justin Wastnage of Griffith University’s Institute of Tourism, Singapore Airlines has been a well-established carrier in Australia, often considered the second international carrier after Qantas. This week, Singapore Airlines launched an early-bird discount for long-haul flights in 2026, offering a flight from Sydney to Milan for $1669.

Despite recent volatility in the industry, Singapore Airlines continues to maintain a strong presence in Australia. In June, Qantas and Jetstar held the largest market share with 16% and 13. 5% respectively, while Singapore Airlines followed with 9. 3%, beating out Emirates at 6. 6%, according to the Bureau of Infrastructure and Transport Research Economics.

In order to stay competitive, Singapore Airlines has recently announced a $S1. 1 billion ($1. 29 billion) retrofit of its long-haul and ultra-long range A350s, as well as the reintroduction of first class on seven of its A350-900 ultra-long-haul planes. Emirates is also upgrading its fleet, including 200 planes and its popular fleet of 116 A380s. In addition, Qatar Airways has ordered 160 Boeing wide body jets and plans to launch a special with flights to Europe for $1829. Meanwhile, Qantas continues to operate the only non-stop flights between Australia and London, Paris, and Rome. The airline plans to further expand its reach with Project Sunrise, offering non-stop flights from Sydney to New York and London in 2027, and doubling its capacity to Rome.

As Gulf carriers compete for Australia’s premium flyers, Singapore Airlines stands out for its superior service standards, ease of transit through Changi Airport, and multiple daily departures from major Australian cities, according to Tabitha Yu Tian Foo of DBS International. The airline’s emphasis on customer service has earned them the title of “world’s best cabin crew” by Skytrax in 2025.

Singapore Airlines also continues to invest in its lounges, with a recently refurbished SilverKris Lounge at Sydney Airport and a new lounge in Perth. The airline has also committed to operating from the new Western Sydney International Airport. However, the competition for premium seats is fierce, with Emirates holding 24. 3% of the market, Qantas at 14%, and Singapore Airlines at 19. 2%, according to Cirium data.

The emergence of Gulf carriers as major players in the Australian market can be attributed to their strategic positioning for ultra-long haul travel.