Virgin Australia’s relatively new business class offering has got off to a flying start, topping Qantas for domestic business traveller satisfaction in the latest Roy Morgan Air Travel Survey.
Satisfaction for Virgin Australia among domestic business travellers is at 86% for the twelve months to July 2013, up from 77% two years earlier. Satisfaction for Qantas, on the other hand, has declined from 88% in July 2011 to 82% in July 2013.
In the New Zealand market, Air New Zealand gets a big thumbs up, with 89% of domestic business travellers satisfied.
Source:Roy Morgan Single Source (Australia), May 2011 – July 2013, average quarterly sample n = 1,985.
Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:
“After a steep decline in domestic business satisfaction levels to 76% following the grounding of their planes in late 2011, satisfaction among Qantas domestic business customers rebounded to 85% in early 2012. However, since that time this figure has fallen back to 82%. As a result, Virgin Australia is now ahead of Qantas at 86%.
“The launch of its Business Class in 2012 has helped Virgin Australia maintain the high level of satisfaction it enjoyed after the Qantas stoppage.
“It’s vital that airlines understand the demographics, needs and behavioural profile of their business travellers so they can ensure they’re doing everything possible not only to satisfy these important customers, but to inspire them to return for future business flights.”
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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