Qantas feels the effects of the post-COVID turmoil, while Virgin Australia is reaping the rewards.
In the travel and tourist industry, Virgin has replaced Qantas as the most trusted brand, according to the Roy Morgan Trusted Brand Awards.
The national carrier’s public image has been damaged by a PR storm that includes high prices, an investigation by the Australian Competition and Consumer Commission (ACCC) into the sale of tickets for cancelled flights, the illegal termination of nearly 1700 ground workers, difficult-to-use COVID credits, and allegations of government lobbying.
The Roy Morgan report attributed Virgin Australia’s success to comments such as, “I have flown Virgin ever since they arrived in Australia. They are always open and honest with me; even with flight delays, the line of communication is open.” In contrast to the current public view of Qantas, which is one of distrust.
The 20 winners of the Roy Morgan Trusted Brand Awards, as described by Roy Morgan CEO Michele Levine, have excelled in an environment of high inflation and rising interest rates by maintaining consistently high levels of trust and minimal mistrust.
A once-in-a-century pandemic was followed by high inflation and rising interest rates, making the previous few years difficult. Levine noted that “inflation is at its highest level in over 30 years” and that “interest rates have increased at their most rapid rate this century.”
“Despite the incredible differences these circumstances present, we have found that most of Australia’s most trusted brands have backed up their performance from a year ago and confirmed their market-leading positions with consecutive wins in their categories.”