Virgin retains crown as Australia’s most trusted travel brand

“Being named Australia’s Most Trusted Travel & Tourism Brand for a fourth consecutive year is something the whole Virgin Australia team is incredibly proud of,” said Virgin Australia chief customer officer, Andrew Cleary

“Trust is something that is earned every day, through the small moments that make a difference to our guests, the consistency of the experience we provide and the way our people show up for them.

“We’re incredibly grateful to the millions of Australians who choose to fly with Virgin Australia, and to our 8,000 team members who work hard to deliver a safe, reliable and welcoming experience. This recognition is a credit to them.”

According to Roy Morgan CEO Michele Levine, the airline has “continued delivering exceptional service to its customers and is now recognised as Australia’s Most Trusted Travel and Tourism Brand for an unprecedented fourth straight year”.

“Virgin Australia’s high level of trust is built upon ‘Quality of service, value for money, consistency and reliability’, ‘Great staff and honest when something goes wrong’, and ‘Their safety record and management of passengers when flights are delayed’ – direct feedback from Australians on why they place their high level of trust in the airline,” she said.

“In a challenging international environment, Virgin Australia’s high levels of trust place the airline in a strong position to continue to grow and prosper in a competitive Australian travel and tourism market.”

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According to Virgin’s full-year results released last week, the airline improved its strategic net promoter score (NPS) – a key metric of customer satisfaction – by three points to 30 in 2025-26, which CEO Dave Emerson attributed to improved guest experience through “more reliable operation, digital innovation, product improvements and fleet renewal”.

“We are proud of the progress made in operational performance and customer satisfaction. On-time performance improved, our completion rate in FY26 was the highest of the major airlines and our Strategic NPS increased again,” he said.

“This reflects the commitment of more than 8,500 team members, many of whom have share rights in the company through the Take Off Grant awarded at the time of the IPO.”

In figures released by Roy Morgan late last month, Bunnings was the most trusted brand overall in the 12 months to June 2026, while Qantas improved its standing to Australia’s 10th most distrusted brand, shifting up three places from seventh most distrusted. Bunnings also won the “Best of the Best” award for 2025-26.