Back To Listing

Qantas makes a comeback with domestic business travellers

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

For comments or more information please contact:

Jane Ianniello, International Director of Tourism, Travel & Leisure
Office: +61 (7) 3318 7000
Mobile: +61 423 024 412

Related research reports

Learn more about Helix Personas, Roy Morgan's new classification system for Australia's multi-dimensional communities.

Learn more about our Air Travel Report.  This report gives an overview of domestic and international air travel by Australians as well as tracking both domestic and international airlines used for business and leisure travel as well as airlines would consider for business travel.

To purchase Airlines Business and Leisure Customer Profiles of Qantas, Virgin Australia and other airlines click here.  These profiles provide an overview of their demographics, attitudes, activities and media use.   

To purchase the Roy Morgan Airline Satisfaction Report on both domestic and international airline satisfaction click here.

Visit the Roy Morgan Online Store to access an extensive range of Travel and Tourism Reports, including our   Holiday Destination Preference Profiles  and our Holiday Destination Visitor Profiles.  

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%