Friday, May 30th, 2014

The latest edition of the Roy Morgan Air Travel Survey shows that almost three quarters of domestic business travellers would consider Qantas for their next trip, and just over half would consider Virgin Australia. Jetstar ranks a distant third.

In the 12 months to April 2014, 74% of domestic business travellers said they would consider Qantas for their next trip: the same proportion as April 2011, but a marked improvement on 18 months ago, when consideration for domestic business travel with the airline hit a low of 68%. Consideration for Virgin Australia has risen over the same period, from 51% to 53%; as has the proportion of travellers who’d consider taking their next domestic business trip on Jetstar (from 28% to 31%).

Airlines would consider for next domestic business trip

Source: Roy Morgan Single Source (Australia), May 2011 – April 2014, average 12 monthly sample n = 1,598.

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

“Although Qantas lost favour in the domestic business market after grounding all its planes in late 2011 it has now fully recovered to previous levels of consideration (74%).  With its business class launch in early 2012, Virgin Australia improved its consideration level from 51% to 59% by the end of 2012; however, with Qantas’s comeback, the consideration level for Virgin Australia has since dropped back to 53%. 


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


“For instance, 26% of those from the Young & Platinum persona have taken a domestic business trip by air in the last 12 months compared with only 11% of the total population. Young & Platinum are highly educated, ambitious, and very well paid.  They work hard, love to travel and generally enjoy the good things in life.


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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.
Samantha Wilson
P: (03) 9224 5268


qantas, virgin australia, jetstar, travel, business




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