Tuesday, March 8th, 2016 - Roy Morgan Research

4.23 million Australians 14+ (22%) visit one or more of airline websites in an average four weeks, including Qantas (2.73m), Jetstar (1.93m), Virgin Australia (1.87m) and Tiger (572,000), Roy Morgan Research shows. Despite all the flight comparison websites available, from 55% to 81% of these airline’s website visitors also compare directly with the alternatives.   

Visitors to the Qantas website are the most loyal: 45% aren’t going to any of the other three airlines’ sites during the same four-week period as clicking on Qantas. 28% will check out one other airline’s website, 19% will also go to two of the other three, and the remaining 8% visit all four.

Jetstar and Virgin share similar cross-over rates, however slightly more of Jetstar’s website visitors go to only its website (28% compared with 25% of Virgin’s), while more of Virgin’s visit one other airline (35% compared with 31% of Jetstar)— and in over two-thirds of cases, that other website is Qantas.

Tiger, however, has almost a reverse cross-over profile to Qantas: less than one in five visitors to the Tiger website (19%) are loyal. 24% also go to one other site (around 77% of the time, that’s Jetstar), 19% visit two others, and a massive 38% of all visitors to Tiger’s website also check out every single one if its domestic competitors.

 % of airline’s website visitors who go to other airlines’ sites too:

Source: Roy Morgan Single Source, January - December 2015, sample n = 2,970 Australians 14+ who visited one of more of these airlines’ websites in the last four weeks. Total does not equal 100% for Jetstar due to rounding.

Michele Levine, CEO, Roy Morgan Research, says:

“Qantas is the most popular airline website, with 2.7 million unique visitors in an average four weeks—45% of whom don’t even look at its competitors’ sites.  However 81% of visitors to the Tiger website are also visiting one or more of the others.

“Both ends of the spectrum represent a certain type of electivity, but with different aims: people going to only one airline’s website are clearly more particular about whom they fly with, while those going to all four in the same period want to leave no stone unturned when it comes to getting the ideal price, flight time, inclusions or points.

"A key goal for each airline should be to understand which of their website visitors will be (or have already been) comparing flights on the other sites, and what drives this cross-visitation to and from their own site.

“Interestingly, cross-visitation is also an important area of concern for commercial sites designed to provide a one-stop service: 1.2 million Australians visit Webjet, the most popular flight comparison website, in an average four weeks—but 70% of them nevertheless also visit one or more airline sites.” 

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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
W: www.roymorgan.com


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