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.”