Virgin Australia, the official airline partner of the AFL, has significantly increased the cost of flights from Perth to Melbourne for the grand final period, coinciding with Fremantle Dockers' impressive run of form. The Dockers currently sit second on the ladder and are aiming for an eighth consecutive victory in a crucial match against third-placed Hawthorn at Optus Stadium on Thursday night.
Flight prices soar ahead of grand final
Prices for some flights in the days leading up to the September 26 grand final have more than doubled, despite no guarantee that Fremantle will be playing. Five of Virgin Australia's one-way flights from Perth to Melbourne on the Thursday before the grand final are now priced at $1067, excluding luggage. Including luggage, the same flights cost $1124, while a flexible, cancellable ticket is advertised at $1274. These prices exceed some Virgin flights from Sydney to Los Angeles in early September.
Flight costs have surged during Fremantle's seven-game winning streak. The 6am flight on Thursday, September 24, was $491 on April 3 but is now among the options at $1067. In comparison, flying to Victoria on the previous Thursday at 6am costs $292, and one week after the grand final it is $337. The same flight this Wednesday is only $305.
Cheaper flights are still available later on the Thursday before the grand final. The 4.45pm flight, arriving at 10.20pm, was advertised at $457 one month ago but is now $714. These hikes force fans to choose between booking early while the Dockers' form is uncertain or waiting until September and facing even higher prices.
Fan backlash and calls for AFL intervention
AFL Fans Association president Ron Issko has urged the league to intervene. “Price gouging of airline tickets before a special game – whether it be Gather Round, finals or a grand final, is unfair on fans. Can the AFL do something about it? Given Virgin Airlines is a partner of the AFL, I would have thought the AFL could have a word to Virgin and say ‘can we do something to help fans rather than gouge fans?’” Issko told The West Australian.
“The AFL say they are for fans and that they are always looking out for the interests of fans. Here is a great way to show it. It’s all about the fan experience. We want the fan experience to be the best it can. A Fremantle fan coming to Melbourne to pay $1000 or more is not what I consider to be a good fan experience – especially when at normal times it would be less than half that price. So AFL, here’s your opportunity.”
Travelling fans typically aim to reach Victoria on the Thursday before the grand final to attend the parade on Friday. Qantas prices are similarly expensive on that Thursday, with flights ranging from $786 to $1089. The 8.10am flight on Thursday at $1089 is only $579 two days earlier.
Historical price hikes
Virgin raised prices early in 2014 after Fremantle played in the grand final the previous year. Just days after the Dockers beat Collingwood in Victoria in their first game of the season, the cheapest direct flight in the days before the grand final was set at $425, compared to $179 the previous week. During grand final week in 2013, a one-way ticket to Melbourne was more than four times the regular price.
The West Australian spoke to fans who were in Victoria when the Dockers beat the Western Bulldogs on Friday night. One family said they had already decided to drive from Perth to Melbourne if the Dockers reach the grand final, as it would be cheaper than flying. Another bought flights before the season in anticipation of price surges.
Flight cost comparison
- April 3: 6am $491.01, now $1067, cancellable $1274
- 6.45am: $631, now $1067, cancellable $1274
- 12.20pm: $546.01, now $1067, cancellable $1274
Compare: Fly from Sydney to Los Angeles on September 2, 3, 7, and 9 for $1202, or from Perth to London via Doha on September 24 for $1051.99.
