UPDATE: Qantas Airways Ltd (ASX: QAN) shares soared 1.75% on Wednesday, closing at $10.48 each. The airline’s stock has climbed 0.67% so far in 2026, and is 12.81% higher than this time last year, signaling strong investor confidence amid a competitive aviation market.
In an industry where Qantas commands a remarkable 60% share of Australia’s domestic aviation market, the company is actively expanding its routes to key destinations, including the US, New Zealand, Singapore, and Hawaii. Its low-cost subsidiary, Jetstar, is also ramping up capacity, with new flights to Bali, Thailand, South Korea, and a recent launch to the Philippines.
Qantas is not just focusing on route expansion; the airline is poised to embrace cutting-edge technology. CEO Rachel Yangoyan recently announced plans to accelerate the company’s use of artificial intelligence to enhance operations and customer experiences. This strategic move highlights the urgency for Australia to capitalize on “unprecedented” technological opportunities.
Despite concerns about market concentration, analysts are overwhelmingly optimistic about Qantas shares. Currently, 11 out of 13 analysts recommend a buy or strong buy, with the maximum 12-month target price set at $13.17, indicating a potential 26.62% upside for investors. Major brokerages like UBS and Macquarie have also assigned strong buy ratings, with Macquarie projecting a price target of $12.29, suggesting a possible 17.27% increase.
The favorable outlook is bolstered by the robust performance of Jetstar, which continues to be a driving force for growth both domestically and internationally. Furthermore, analysts highlight that declining oil prices may ease pressure on profit margins, making Qantas an attractive investment option.
As the aviation sector continues to rebound, the question for investors remains: Are Qantas shares a buy, hold, or sell for 2026? While some experts express caution regarding market dynamics, the prevailing sentiment leans towards optimism, making Qantas a potential bright spot in a recovering economy.
Investors should keep a close eye on Qantas’ upcoming announcements, including further developments on its AI initiatives and expansion plans. As the company lays the groundwork for its future, both casual investors and industry insiders are eager to see how these strategic moves will shape Qantas’s trajectory in the aviation landscape.
This is a rapidly evolving situation, and for those considering an investment, it’s crucial to stay informed on the latest developments surrounding Qantas Airways.
