Monday, September 22nd, 2014

Ask any globe-trotter: international air travel can be heavenly or it can be indescribably, unimaginably hellish (cattle class, anyone?). The latest customer satisfaction results from Roy Morgan Research reveal which international airlines are getting it right — and which might benefit from some improvements…

As anyone who follows Roy Morgan Research’s monthly and annual Customer Satisfaction Awards would know, Singapore Airlines is a regular front-runner in the International Airline category. Winner of our last two Annual Customer Satisfaction Awards and of all but one monthly award so far this year, Singapore scored a 90% satisfaction rating from its Aussie passengers in the year to July 2014.

Another international airline that rates consistently highly for customer satisfaction is Emirates (89%), which came in ahead of Qantas with 86% — the Australian airline’s best result since measurements began in July 2009.

International airline satisfaction: the top performers


Source: Roy Morgan Single Source (Australia), August 2013 – July 2014 (n=16,495).

Room for improvement

Curiously, the two international airlines with the lowest customer satisfaction ratings in the year to July 2014 were North American: United Airlines (49%) and American Airlines (45%).

Despite its unexceptional results, United was both much improved on the same time last year, when it only managed 36%. American Airlines, on the other hand, slipped from 54%.

Angela Smith, Group Account Director, Roy Morgan Research, says:

“In the year to July 2014, almost 5 million Australians 14+ (or 26% of the population) flew with an international airline for business or pleasure. Every one of those passengers would have an opinion on the quality of customer service they experienced – influenced by a range of factors such as the flight attendants, the meals served, the inflight entertainment, the cost of flights and/or the airport check-in process.


“Singapore and Emirates set a high bar for other airlines, and it will be interesting to see if Singapore can maintain its lead over its closest competitor in the future.


“After some challenging years, spanning industrial unrest, revenue loss and massive job cuts, Qantas has seen much-improved customer satisfaction with its international service. Could this be a sign of brighter times ahead for the Flying Kangaroo?”

View this press release in full 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.
Samantha Wilson
P: (03) 9224 5268


travel, tourism, airlines, singapore airlines, qantas, american airlines, united airlines, customer satisfaction




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