Flying cross: most of each airline’s website visitors also check out one (or more) of their competitors
4.23 million Australians 14+ (22%) visit one or more of airline websites in an average four weeks, including Qantas (2.73m), Jetstar (1.93m), Virgin Australia (1.87m) and Tiger (572,000), Roy Morgan Research shows. Despite all the flight comparison websites available, from 55% to 81% of these airline’s website visitors also compare directly with the alternatives.
Visitors to the Qantas website are the most loyal: 45% aren’t going to any of the other three airlines’ sites during the same four-week period as clicking on Qantas. 28% will check out one other airline’s website, 19% will also go to two of the other three, and the remaining 8% visit all four.
Jetstar and Virgin share similar cross-over rates, however slightly more of Jetstar’s website visitors go to only its website (28% compared with 25% of Virgin’s), while more of Virgin’s visit one other airline (35% compared with 31% of Jetstar)— and in over two-thirds of cases, that other website is Qantas.
Tiger, however, has almost a reverse cross-over profile to Qantas: less than one in five visitors to the Tiger website (19%) are loyal. 24% also go to one other site (around 77% of the time, that’s Jetstar), 19% visit two others, and a massive 38% of all visitors to Tiger’s website also check out every single one if its domestic competitors.
% of airline’s website visitors who go to other airlines’ sites too:
Source: Roy Morgan Single Source, January – December 2015, sample n = 2,970 Australians 14+ who visited one of more of these airlines’ websites in the last four weeks. Total does not equal 100% for Jetstar due to rounding.