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Emirates benefits from partnership with Qantas

Source: Roy Morgan Single Source (Australia), August 2010 – July 2013, average annual sample n = 403
The latest edition of the Roy Morgan Air Travel Survey shows that for the twelve months to July 2013, 41% of overseas business travellers would consider Emirates for their next trip, up from 35% since the announcement of the Qantas-Emirates partnership in September 2012.  Qantas only enjoyed a temporary lift in consideration after the announcement, from 57% in September 2012 to 61% in March 2013, before dropping to 58% as of July 2013.  

Consideration for Singapore Airlines is at 40% for July 2013, down from 44% in September 2012.

Air New Zealand is the clear leader in the New Zealand market, with 72% of business travellers considering the airline for their next overseas trip.

Airlines would consider for next overseas business trip

Source: Roy Morgan Single Source (Australia), August 2010 – July 2013, average annual sample n = 403.

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

“Emirates is a fast-growing, full-service airline that has leveraged their partnership with Qantas to gain more exposure in the Australian market. Emirates ranks No.2 in terms of customer satisfaction among Australian flyers (88%), close on the heels of Singapore Airlines (90%) and well in front of Qantas International (81%).

“Initially Qantas seemed to benefit from September’s announcement of its partnership with Emirates, which offered one-stop access to 33 European destinations via Dubai. Consideration for Qantas among overseas business travellers lifted until March 2013, but has since dropped back.

“It’s important for airlines to understand the demographics, attitudes and behavioural profile of their business travellers, so as to target them most effectively. What’s more, as Qantas’s shifting fortunes suggest, the market is not static, and airlines need to stay abreast of their customers’ changing preferences and needs.”

Click here for 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.  

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


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%