It’s official, Australia loves its airline brands

Stephanie Yip 22 November 2017

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And we're not afraid to say it.

In a world where options are rife, we think it's safe to say that genuine praise and recommendation speak loudly. And none knows this better than YouGov BrandIndex. It's just released its Brand Advocacy Rankings in Australia report and on top of streaming services and automobile brands, four travel brands made it into the top ten as brands customers would recommend to friends and family.

Coming second only to Netflix, Singapore Airlines shined with a rankings score of 71.3 out of a possible 100. This was closely followed by Emirates which was placed third with a score of 67.9 and Air New Zealand with a score of 63.8.

Air New Zealand, in particular, has been championing in the award stakes of late. Earlier this month it took out airlineratings.com's Airline Excellence Awards for 2018 and just this week it pulled up an 88.8% satisfaction rating in Roy Morgan's Customer Satisfaction Report.

In the same Roy Morgan report, Singapore Airlines and Emirates were also placed highly, coming in 2nd and 3rd, respectively.

Clearly, the three airlines are doing something right by their customers.

Similar to the Roy Morgan Customer Satisfaction Report, the Brand Advocacy Rankings report draws on customer survey responses, measuring customer advocacy scores over a 12 month period from September 2016 to October 2017.

These scores were driven by the question: "Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?" with negative answers being subtracted from positive ones to provide the end score.

Among other brands that made the list, the other travel brand that edged its way into the list was a relative newcomer and one of the biggest trailblazers to the sharing economy, Airbnb. It came in at 8th place with a score of 63.2.

Less than a decade old, it's not surprising the homeshare site made the cut. Its products are driven by recommendations and reviews and it thrives on a community of travellers seeking alternate accommodation to your traditional hotel.

"Consumers are increasingly making recommendations based on the service they receive that goes beyond the traditional format experience," says Erin Ha, head of data products at YouGov. "While the product helps to shape the brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go the extra mile and secure not just the custom but a recommendation from consumers".


Top 10 Brand Advocacy Ranking

RankBrandScore
1Netflix75.5
2Singapore Airlines71.3
3Emirates67.9
4Toyota67.1
5Air New Zealand63.8
6Bose63.7
7PayPal63.7
8Airbnb63.2
9Dyson62.8
10Google60.7

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