Given Bonza only flew (flies?) to one capital city airport,...

Given Bonza only flew (flies?) to one capital city airport, Melbourne, and largely had (has?) routes serving rural cities/localities such as Albury, Proserpine and Tamworth, it didn't heavily compete with Rex, the exceptions being IIRC Melbourne to Coolangatta and Maroochydore (Gold and Sunshine Coasts).

Bonza may have stolen a few REX passengers on other routes who previously flew Melbourne-Sydney-Port Macquarie, as Bonza offered nonstop flights.

Most Bonza routes weren't daily, a disincentive for many prospective patrons.

Many thought Bonza undertook insufficient research into whether proposed routes A or B were likely to be viable.

Bonza also for many months only offered bookings through its app, or going to a travel agent. It eventually developed a website, so probably an admission it needed one to try to attract more bookings.