The latest Roy Morgan Air Travel Report for October 2012 shows 38.8% of Australians used Virgin Australia on their last domestic holiday or leisure trip, and 38.4% used Qantas.
Jetstar is gaining ground in the domestic leisure market, with the October 2012 results showing that 36.0% of Australians used Jetstar on their last domestic holiday or leisure trip, up from 32.5% in October 2011.
Some 5.4% of Australians used Tiger Airways according to the October 2012 report. This is down from 8.1% in October 2011.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“Virgin Australia is being seriously challenged by the Qantas group in the domestic leisure market. Jetstar has been able to grow its share of the market by positioning itself as a discount airline and appealing to the budget conscious air traveller.
“However, Virgin Australia is fighting back, having recently announced that it is seeking to take a 60% stake in the discount carrier Tiger Airways. Virgin Australia and Tiger Airways plan to jointly spend $62.5 million to boost the Tiger fleet from 11 aircraft to 35 over six years.
“The Roy Morgan data shows there are distinctly different profiles for business travellers, leisure travellers, and budget air travellers.
“It is important for airlines to understand these demographics, attitudes and behavioural nuances so as to position their brands and tailor appropriate messages to entice travellers to choose to fly with them.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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