Peter Kelly is currently the General Manager Global Distribution Strategy and Planning, Qantas Airways Limited, based at the airline’s headquarters, Sydney Australia.

Peter has considerable airline experience having held senior roles in Sales and Distribution; Marketing; Corporate, Government and Retail Sales; Commercial Strategy; Loyalty Programs; Industry Sales; Pricing, Inventory and Yield; Airline Operations; Airport Services; Departure Control Systems and various line management and operational roles at airports within Australia.

Peter joined Qantas at the beginning of 1994, soon after the merger of Qantas and Australian Airlines, in the role of General Manager Loyalty Programs. Prior to joining Qantas, he held a similar role at Ansett Australia, having commenced his airline career with this company.

The role of Global Distribution Strategy at Qantas encompasses all channels of distribution and all distribution booking media. The objective is to optimise all available channels to maximise global Qantas sales in what is an intensely competitive and rapidly evolving aviation market place. Technology plays a major role as does market segmentation and allowance for regional variances in distribution strength. Cost of sale is a key metric.