Which brand has just been named Roy Morgan’s “Most Trusted” in the travel sector?

Business people making team training exercise during team building seminar, play a game of trust
Edited by Travel Weekly


    Qantas led the way on trust for years however, mounting troubles experienced throughout the year with significant disruptions and reduction in customer service quality saw its brand and reputation built up over decades, facing damaging levels of toxic distrust.

    Last year’s second placed and consistently fierce rival to Qantas, Virgin Australia, was able to garner trust through reliability and responsiveness, earning it the title of Most Trusted Travel & Tourism brand for 2023. Other airlines to be rated on their trustworthiness in the last year included Air Asia, Air France, Air New Zealand, Cathay Pacific, Emirates, Emirates, Japan Airlines, Jetstar, Singapore Airlines, Thai Airways, Tiger Airways and United Airlines as well as hotels such as Accor Hotels, Hilton Hotels and Wyndham Hotels & Resorts.

    Other brands mentioned included airplane manufacturer Boeing and travel agent, review, booking services such as Booking.com, Expedia, Hotels.com, Flight Centre, Lonely Planet, Scenic Travel Agency, Trip Advisor, Trivago and Webjet as well as car/ accommodation hire companies Airbnb, Avis and Hertz. Also in this category are Avalon cruises, Intrepid Travel, Princess Cruises and space exploration company SpaceX.

    Some of the positive comments from Australians about why they trust Virgin Australia were “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 communications are open.” and “Virgin is a good airline employing Australians, they have budget fares, and their planes are modern… they look after their staff and treat them fairly.”

    Latest News

    • Cruise

    P&O rescues Rotary volunteers after collapse of Air Vanuatu

    P&O Cruises Australia has answered a plea for help from a group of young Australian Rotary volunteers, stranded in Vanuatu following the collapse of Air Vanuatu. The students, many of them teenagers from Albury, NSW, were volunteering for a youth project run by the Hive Rotary Club Australia when the airline abruptly cancelled all flights, […]

    • Destinations

    Intrepid continues expansions with launch of first DMC in Jordan

    Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]

    • Appointments

    Minor hotels appoints Puneet Dhawan to key Asia role

    Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]

    • Appointments

    Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia

    Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]