Qantas was the inaugural winner in Roy Morgan’s poll last year but months of bad press and public backlash have taken their toll on the carrier’s reputation.
Roy Morgan CEO Michele Levine said that Virgin had maintained its trust with their customers despite the challenges of the past year.
“The importance of trust in our world is often under-appreciated, but without trust, the world we live in doesn’t function and the simple day-to-day rhythms of life aren’t possible,” she said.
“Over the last year we have witnessed many examples of how a lack of trust, and rising distrust, can destroy a brand’s reputation and provide a direct hit to the bottom line. How a brand responds to these challenges can define whether that company has a future or will wither and fade into irrelevance.”
Qantas has tried to reverse some of its reputational damage that saw the early exit of CEO Alan Joyce, with his replacement Vanessa Hudson pledging to do better.