Roy Morgan names Flight Centre the most trusted travel agent brand in Australia

Roy Morgan names Flight Centre the most trusted travel agent brand in Australia
Edited by Travel Weekly


    Flight Centre has been named the most trusted travel agent brand in Australia, according to a new Roy Morgan report.

    The leading research agency’s recent Roy Morgan Risk Report: Trust and Distrust Rankings of Industries and Brands in Australia (February 2024) compared a range of industries and within the travel and tourism sector, which included air, hotels, car, agencies and tourism brands.

    Flight Centre came up third, only just behind Virgin Australia and Singapore Airlines.

    The report had Flight Centre outperform other travel agencies Booking.com, Expedia, Lonely Planet, TripAdvisor, Trivago and Webjet.

    Flight Centre Global Managing Director Andrew Stark welcomed the news and said the recognition underpins the brand’s customer value proposition philosophies.

    Andrew Stark.

    “I’m thrilled to see Flight Centre recognised as the most trusted travel retailer in market,” he said.

    “It is our ongoing goal to deliver truly amazing travel experiences to our customers, and this relies on trust in the brand and our experts who recommend and book their holidays.

    “The travel and tourism industry has been through a lot over the past few years so it’s reaffirming to see
    that all our efforts to look after our customers is being recognised and valued, resulting in this accolade.”

    The Brisbane headquartered company has a market capitalisation of about AU$4.5 billion, employs about 15,000 people globally and has company-owned leisure and/or corporate travel business in 25 countries.

    The company opened its first leisure travel shop in Sydney (Australia) in 1982 and listed on the Australian Securities Exchange in 1995. It now operates across Australia/New Zealand (ANZ), the Americas, Europe, Middle East and Africa (EMEA) and Asia.

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