Monday, March 31st, 2014 - Roy Morgan Research

When considering which airline to use for their next business flight, business travellers living in Queensland are more evenly divided than others across Australia, who still overwhelmingly favour Qantas, the latest Roy Morgan Air Travel Survey for the 12 months to February 2013 shows.

Nationally, 77% of business travellers will consider flying Qantas or Qantaslink on their next trip, ahead of the 54% considering Virgin Australia or Virgin Australia Regional Airlines and 29% Jetstar.

But among Queensland’s business travellers, 63% will consider Virgin and 74% Qantas, narrowing the gap to 11% points from the 23% nationally.

Airlines would consider for next domestic business trip:

Source: Roy Morgan Single Source (Australia), March 2013 – February 2014, n = 1,405.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

"Although Qantas is still dominant in the domestic business market, Virgin Australia is well considered, especially by Queensland business travellers.  Virgin Australia has its headquarters in Queensland and services many regional Queensland destinations. 

"The airline industry is very competitive and Roy Morgan’s new profiling tool, Helix Personas, can assist marketers to understand and communicate to business travellers.

"For instance, 28% of Young & Platinum have taken a domestic business trip by air in the last 12 months versus only 11% of the total population 14+. Young & Platinum are highly educated, ambitious, and very well paid. They work hard and let off steam through sport and socialising.

View the full release on our website. 

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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.
Shaun Ellis
P: 03 9224 5332


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