Aviation strategy & capital advisory

The numbers tell you what happened.

Experience tells you what happens next.

Aviation and finance advisory for investors, airlines, airports and government. We connect past decisions to present conditions and unpack what comes next. Beyond the frameworks.

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For investors

Translate operating dynamics in terms that investors scan understand. Services include:

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For Airlines

Strategy, network, commercial and loyalty leadership across both low-cost and full-service carriers. Services offered:

C-suite advisory
Fractional leadership
Ad-hoc consulting projects

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For Airports

Decode what an airline weighs before committing capacity, and where the commercial case holds beyond the launch incentives.

On-Call Counsel
Air Service Development Strategy

Trusted Expert

Principle-led Consulting

Leith Salem

Founder & Principal

Trusted Expert

Principle-led Consulting

Aviation is in my DNA, and finance is the passion that runs right alongside it. I'm Leith Salem, founder of 2010 Advisory - a consulting practice built to make aviation legible to the investors who back it, and the operators who run it.

15 years of experience in aviation and investment banking
Senior strategy leader in Virgin Australia, from administration to IPO
Qantas International's network largest expansion in nearly two decades
INSEAD Global Executive MBA 2027

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Sharp Analysis on Aviation Industry

Boardroom Briefings

All blog posts →

2026.06Operators6 min

Qantas does not let flight credits expire. Virgin Australia should do the same.

Australia's two major airlines now sit on opposite sides of a simple test: when a customer's flight doesn't happen, whose money is it?

2026.06Airports

Singapore and Hong Kong: Two Paths Through the Same Disruption

How fleet, treaty, and capital decisions made between 2020 and 2024 are determining who captures the post-Middle East passenger wave — and why both airlines are responding in the only way their circumstances allow

2026.05Airports

Go West, They Said. The Register Says Otherwise.

The government made a fanfare of Emirates and Qatar receiving increased traffic rights to Western Sydney. The bilateral arrangements tell a different story. We examine what would actually compel UAE or Qatar carriers to grow into Western Sydney — or deploy those rights somewhere else entirely.

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