Back To Listing

Qantas regaining favour with domestic business travellers

Source: Roy Morgan Single Source (Australia), April 2010 – March 2013, average annual sample n = 1,642.

It’s been a slow process, but at last the Flying Kangaroo is starting to soar again with Australian business travellers. According to the Roy Morgan Air Travel Survey, the percentage of business travellers who would consider using Qantas for their next domestic business trip has risen to 71% for the twelve months to March 2013. While this is down from 73% in March 2011, it’s an encouraging up-swing from its low-point of 68% in October 2012.

Consideration for Virgin Australia among domestic business travellers is at 58% for the twelve months to March 2013, up from 52% in March 2011, but slightly down from its peak of 59% in November 2012.

Air New Zealand is the clear leader across the Tasman, with a resounding 83% of Kiwi business travellers considering the airline for their next domestic business trip.

Airlines Australians would consider using for their next domestic business trip

Airlines Australians would consider using for their next domestic business trip

Source: Roy Morgan Single Source (Australia), April 2010 – March 2013, average annual sample n = 1,642.

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

“During 2012 business travellers responded favourably to the launch of the Virgin Australia’s Business Class, with an increasing amount considering using the airline for their next domestic business trip. However, this growth has stalled in recent months as Qantas regains some of the ground it lost with domestic business travellers after all its planes were grounded for days in late October 2011.

“Competition between Qantas and Virgin Australia for the business traveller is most evident on flights from Perth to Sydney, Melbourne or Brisbane. Not only will Qantas be introducing international standard table service for Business Class on these routes from the end of May, but both airlines are in the process of upgrading their east-west flights from Boeing 737s to Airbus A330s. What’s more, Qantas has announced plans to introduce lie-flat beds by late next year in a bid to match the quality of Virgin Australia’s A330s Business Class seating.

“It is important for airlines understand the demographics, attitudes and behavioural profile of their business travellers, so they can tailor messages that inspire this market to choose them for future flights.”

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
Telephone: +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%