A new DemosAU study comparing Australia’s two dominant airlines – Qantas Airways and Virgin Australia – reveals that, despite recent turbulence for both carriers, the research shows that Australians continue to hold positive views of their national airlines, though each faces distinct reputational challenges.

Both Airlines Well-Liked Despite Setbacks

The past five years have been some of the most disruptive in Australian aviation history. Qantas has faced a barrage of controversies – from ghost flights and baggage handler disputes to a major data breach in 2025. Virgin, meanwhile, went through administration, was acquired by Bain Capital, and struggled through a leadership vacuum following the departure of CEO Jayne Hrdlicka.

Yet, according to this study of more than 1,056 travellers, both airlines have emerged with their reputations largely intact. Net Promoter Scores (NPS) – a key measure of customer loyalty – came in at +25 for Qantas and +26 for Virgin. This indicates that, despite their troubles, most Australians still view both carriers positively.

Qantas Remains The Default Option for Many Travellers

When it comes to brand preference, Qantas continues to dominate in several key areas.

• Booking holidays: 38% of respondents said they would prefer Qantas for a leisure trip, compared to 28% for Virgin.
• Business travel: The gap is even larger, with 43% preferring Qantas for work travel compared to 26% for Virgin.
• Safety reputation: Nearly two-thirds (63%) associate Qantas most strongly with the word “safe,” underlining the airline’s enduring safety halo.

Qualitative responses reinforce this perception. Travellers repeatedly mentioned Qantas’s long-standing safety record and reputation for reliability. A female respondent aged 45–54 summed it up: “It is Australian and the safest airline company in the world; I hate flying so I would only ever go with Qantas for safety reasons.”

Another frequent flyer, aged 35–44, emphasised service: “Their customer service is world class. I have flown with Virgin but when I fly with Qantas the service is on a whole other level.”

Brand loyalty also plays a big role. One in five who chose Qantas did so out of habit, with phrases like “I’ve always flown Qantas” appearing frequently in responses.

Virgin Leads on Value For Money

Where Qantas wins on trust and tradition, Virgin Australia has carved out its identity as the better value option. Nearly half of respondents (48%) selected Virgin as the airline they most trust to deliver value for money, compared with just 25% for Qantas.

This perception was reflected in comments from travellers. A 25–34-year-old female traveler described Virgin as offering “better value for money. Generally cheaper for a similar service.” Another male respondent aged 35–44 added: “They have reasonable ticket prices, and the service is good. Qantas is good also but I find Virgin have better deals.”

Beyond pricing, Virgin also drew praise for its customer service. Many respondents found Virgin staff friendlier and more attentive than their Qantas counterparts. Reliability was also a recurring theme, with Virgin seen as delivering fewer cancellations and more on-time flights.

Loyalty Programs: Qantas Retains Clear Edge

Qantas’s loyalty program has long been one of its strongest assets, and a key competitive advantage over rivals. That remains the case – not only doe it have a larger membership base than Virgin’s Velocity, this research shows it’s also the preferred program among travellers who are members of both loyalty schemes – among respondents with both memberships, 60% prefer to use Qantas Frequent Flyer versus 30% for Velocity.

This is a vital advantage for Qantas, particularly among business travellers, who value the ability to earn and redeem points consistently across an extensive flight network. In fact, 18% of Qantas-preferring respondents cited its loyalty program as a decisive factor.

Strengths and Weaknesses

The qualitative research provided interesting insights into how travellers see both airlines:

• For Qantas customers, the most frequently cited positives were safety, reliability, and inclusivity of meals and inflight entertainment. Many travellers valued the “all-inclusive” nature of Qantas fares, even if the upfront price was higher.
• For Virgin customers, competitive pricing and friendly service were the dominant themes. Many respondents also highlighted negative experiences with Qantas as a driver of their preference for Virgin, from cancellations to poor customer service.

One 55–64-year-old Virgin customer was blunt: “In the past I have had too many problems with Qantas with cancellations and being left at airports for 8 hours so I don’t travel with them any more. Virgin have more on time flights and are easy to deal with.”

Demographic Splits

The report also revealed how preferences break down across demographics:.

• Income: Higher-income Australians (earning over $200,000) were far more likely to choose Qantas (49%) than Virgin (19%). By contrast, Virgin performed strongest among lower to middle income brackets, particularly those earning under $75,000.
• Gender: Men were slightly more inclined towards Qantas (40% vs 29%), while women were more evenly split between the two carriers.
• Frequent flyers: Membership drives loyalty – 49% of Qantas Frequent Flyer members preferred to book with Qantas, compared to 38% of Velocity members who chose Virgin.

The Verdict: Established Leader vs Value Option

Qantas remains the “default” airline of choice, especially for older, higher-income, and business travellers, thanks to its trusted reputation for safety, service, and loyalty rewards. Virgin, meanwhile, is winning ground among price-conscious Australians and those frustrated with Qantas’s recent missteps.

Read the report in full.

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