Flight Centre and Travel Associates have been named Australia’s most trusted and recommended travel agencies, according to new consumer research capturing sentiment across the travel sector. The findings strengthen both brands’ leadership as Australians prepare for record levels of outbound travel.
The results come from a Finder survey of more than 60,000 Australian consumers conducted between mid-2024 and early 2025. The research assessed how travellers rated airlines, agencies, loyalty programs and insurance providers.
Graham Cooke, head of consumer research at Finder, said the study highlights how travellers prioritise reliability, value and trust.
“The best travel experience is one where you have total peace of mind, from the moment you start planning to when you get back home,” he said.
How the retail brands performed
Flight Centre topped the agency categories for both Most Recommended Agency and Most Trusted Planning Tool, reflecting its scale, service consistency and technology investment. Sister brand Travel Associates also rated among the highest for premium service, particularly among frequent travellers.
Cooke said strong performance from these established retail brands reinforces the importance of personal service.
“Australians continue to value brands that get it right, whether they’re booking complex itineraries or comparing travel insurance,” he said.
What the data says about Australian travellers
The survey measured trust, perceived value and likelihood of recommendation among Australians who had booked travel in the past year.
It found that established retail agencies outperformed digital-only competitors on customer satisfaction, especially for service quality and problem resolution. With outbound travel demand rising, that trust advantage could drive higher conversions and repeat bookings throughout 2025.
The research also revealed that 34 per cent of Australians, around 7.3 million people, plan to travel overseas in the next year.
Industry implications for the trade
For agents and suppliers, the data highlights the enduring role of trusted intermediaries. Flight Centre’s dual wins reinforce the value of its omnichannel strategy that connects physical stores and online services. Travel Associates’ strong showing underscores continued demand for personalised service in the premium segment.
Internationally, Singapore Airlines was among the most highly rated carriers for reliability and value, showing that global competition for Australian travellers remains intense. Cooke noted that travellers are supporting both local agencies and international operators that deliver consistent experiences.
Finder’s awards are based on verified consumer feedback rather than brand submissions. Each category met a minimum sample size to ensure the data reflected real-world experience.
KARRYON UNPACKS: Australians continue to anchor travel decisions around reliability and service, reinforcing agency value in a competitive market.
