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Airline loyalty survey results

March 20, 2014 Statistics & Trends No Comments Email Email

Leading travel website recently surveyed 14,839 Australian travellers on the subject of airline loyalty, here’s the results.

Are you most loyal to a national Australian airline?

52.8%    no
47.2%    yes

For those who answered yes – Would your loyalty change if the airline was no longer Australian owned?

56.2%    yes
43.8%    no

Would you ever book with an airline you’ve never heard of?

72.6%    no
27.4%    yes

Why wouldn’t you consider an unknown airline? (ranked)

  1. Safety
  2. Service
  3. Reliability
  4. Reputation (unknown)               

Which airline do you prefer to take you to cloud 9?

40.9%    Qantas
15.8%    Emirates
15.7%    Virgin Australia
13.4%    Singapore Airlines
5.0%       Jetstar
4.1%       other: 0.5% Cathay Pacific, 0.3%
3.2%       Air NZ
2.0%       Etihad

Are you signed up to one or more frequent flyer point programs?

76.1%    yes
23.9%    no

Which programs are you signed up to?

85.9%    Qantas Frequent Flyer
58.1%    Velocity Frequent Flyer
15.2%    Other: 2.8% Singapore, 2.2% Krisflyer, 0.9% Etihad, 0.8% United, 0.6% Thai Airways
14.5%    Emirates Skywards
5.8%       Air NZ Airpoints

Wot’s the most important thing to you when choosing a domestic flight?

  1. Price
  2. Availability on the dates I want to travel
  3. Direct flight
  4. Most convenient time of departure/arrival
  5. Preferred airline

Wot’s the most important thing to you when choosing an international flight?

  1. Price
  2. Availability on the dates I want to travel
  3. Direct flight
  4. Preferred airline
  5. Stopovers available on the route 

Wotif Group Executive General Manager for Flights and Packages, Helen Demetriou, said while Qantas was still the most preferred airline for most travellers, more than half of respondents admitted their loyalty does wane for a great price, and their loyalty to an Australian-owned airline would change if the airline was taken over by a foreign investor.

“When asked to name their favourite airline, a whopping 40.9 per cent of respondents chose Qantas as their favourite airline, followed by Emirates (15.8 per cent) and Virgin (15.7 per cent),” Ms Demetriou said.

“However, just more than half of travellers surveyed did admit they’re not loyal to an Australian owned airline (compared to 73.1 per cent in New Zealand).

“From the 47.2 per cent who said they were loyal to an Australian carrier, 56 per cent of those admitted their loyalty would change if the airline changed to foreign ownership.

“Three quarters of travellers admit they wouldn’t book with an airline they’d never heard of – with safety and service their key concerns for not doing so, followed by reliability and the a lack of awareness of the brand’s reputation also playing a part.

“76.1 per cent of respondents admit to being signed up to one of more frequent flyer programs, in an effort to reap the benefits of loyalty membership.

“Unsurprisingly, price was the most important factor for travellers booking both domestic and international flights, with preferred airline being ranked least important for domestic travel but more important for international travel.

“Despite a fear of the unknown, it just goes to show that scoring a great deal is a high priority. sells 75,000 airfares to more than 118 countries, with more than 150 airlines and there’re always plenty of great deals available for a host of different global destinations, including some great fares as part of our Happy Flyday campaign.

“What’s more, flight bookings made all year round are rewarded with a $20 hotel voucher.”

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