Trust fuels customer loyalty. Companies earn it by understanding and respecting their customers. And among Australian travel agencies, none are more trusted than Flight Centre, according to new Roy Morgan data.
The research company’s recent 2024 Risk Report identifies the most trusted brands in the travel and tourism sector, comparing a range of industries, including aviation, hotels, car rentals, travel agencies, and tourism brands.
Flight Centre was deemed the most trustworthy travel agency brand, outperforming other big names, including Booking.com, Expedia, Trivago, and Webjet. It also beat out travel sites like TripAdvisor and Lonely Planet.
Australia’s largest travel agency finished third among all travel and tourism industry brands, finishing behind Virgin Australia and Singapore Airlines.
Flight Centre Global Managing Director Andrew Stark said the accolade highlights the brand’s commitment to its customer value philosophy.
“I’m thrilled to see Flight Centre recognised as the most trusted travel retailer in market,” he remarked.
“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.”
With airfare prices falling to pre-pandemic levels, Flight Centre this month dropped the cost of its holiday packages to what it says is the lowest level in its history.
Also in May, Flight Centre and Reforest, a climate-focused social enterprise, announced that they had exceeded their annual planting target in a joint global greening initiative.
In February, Flight Centre Travel Group (FLT) reported a total transaction value (TTV) of $11.3 billion for the first half of FY24, representing a 15 per cent rise on the year before and its second-best start to a year ever (behind FY20).
