Travel and tourism takes a hit in latest industry trust survey

Funny businessman rejecting to give interview to journalist. Stop sign. Man from recruitment management stopping interviewing lady, fraud, unhappy customer complaining, demanding compensation
By Dan lake


The travel and tourism industry has taken a hit in the latest Roy Morgan industry trust survey.

It’s fallen from 10th position to 13th, and now recording more distrust than trust.

The industry has been brought down by heightened distrust of QANTAS, which has faced negative press coverage over the past year.

QANTAS has fallen into Net Distrust territory for the first time this month, recording more distrust than trust.

Insurance was the other industry to fall in the rankings, contributed to by continued high levels of distrust in Medibank, which is now the 7th most distrusted brand in the economy. Along with the impact on Optus, this demonstrates how data breaches have a very real impact on a brand’s distrust levels, and that data security should be a top.

(Roy Morgan)

The recent woes of the telco industry have been driven primarily by the toxic levels of distrust that telco giant Optus experienced in the wake of its highly publicised data breach in September 2022.

In the 12 months to February, Optus was the second most distrusted brand in the economy, with Telstra the third most distrusted. Facebook remains the most distrusted brand in the country despite slightly lower levels of distrust in recent months, however Optus is closing in on the social media giant.

While the telco industry is the most distrusted industry in the economy, some brands in this industry are bucking the trend.

Aussie Broadband is one of the most trusted brands in Australia, currently ranked 26th among all brands and is by far the most trusted telco.

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