See which travel brands topped Reader’s Digest most trusted list

See which travel brands topped Reader’s Digest most trusted list
By James Harrison


Reader’s Digest has announced the results of the 24th Annual Most Trusted Brands survey, with the travel industry on display.

Coming out of the pandemic years and head-first into a period of high inflation has encouraged the brands to regroup and work harder to secure customer trust by pursuing innovation that reflects the ever-changing needs of their customers, Reader’s Digest editor-in-chief Louise Waterson said.

She said that despite the post-pandemic period being the toughest for generations, many brands have chosen exciting new rebranding strategies, designed to capture the attention of customers, celebrate their strength and reinforce their commitment to future growth – which couldn’t be truer for the travel industry.

“For award-winning brands, the complex challenges created by the current economic environment has only reinforced their determination to work harder to retain the trust of their current customers and attract the trust of new ones,” Waterson said.

“Trusted brands are consistent, reliable and value-for-money—while also cleverly improving and expanding their existing practices to suit their customers’ needs and concerns.”

Reader’s Digest commissioned independent market research company Catalyst Consultancy & Research to survey Australians’ opinions on leading brands across 74 categories. With the survey now in its 24th year, a total of 2800 Australians of a mixed demographic were asked to rate their levels of trust in well-known brands.

Topping the talk of the town among the world of travel this past year, commercial airlines, was Singapore Airlines. Following the carrier in two highly commended spots was Qantas and Air New Zealand.

Also representing the industry was a few highly trusted cruise operators. Princess managed to snag the top spot, while Holland America Line and Royal Caribbean International came in as highly commended on the list.

Outside travel on the Top 20 Most Trusted Brands List, Dettol reigns supreme being voted the No 1 brand Australians trust most when injury and illness hits. Another stand-out performer is Weber Barbecues—voted the most trusted barbecue—who enjoys a huge leap in trust from ranking 20 in 2022 to this year moving right up the ladder to rank No 2. Weber is a big supporter of the Women’s Big Bash League, a partnership that celebrates inclusivity and has cemented its brand as an ally in women’s sport and good times with family and friends.

The Top 20 Most Trusted Brands – across all categories are listed here:

  1. Dettol
  2. Weber
  3. Cadbury
  4. Bunnings Warehouse
  5. Panadol
  6. Victa
  7. Band-Aid
  8. Royal Flying Doctor Service of Australia
  9. Dulux
  10. Glen 20
  11. Specsavers
  12. Selleys
  13. Bega Cheese
  14. Dyson
  15. Cancer Council Sunscreen
  16. Dairy Farmers
  17. Ryobi
  18. Bridgestone
  19. Sanitarium Weet-Bix
  20. Woolworths

Featured Image: Young woman offers man a hand up, in the Swiss Alps (Source: iStock/AscentXmedia)

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