Search data reveals shifting brand loyalty in Australian aviation as the market normalises.
Australia · Google Trends · Last 6 months
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Last 6 months · Australia · Ranked by search interest
Share of Search represents each brand's proportion of total search interest within this competitive set, averaged over the last 6 months. A brand with 45% SoS captures nearly half of all consumer attention in this category.
Google News · Australia · Last 90 days
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How often each brand appears in AI-generated answers · 24 benchmark queries tested across ChatGPT, Gemini, Perplexity
In AI-generated responses about Qantas products in Australia, Qantas appears most frequently but faces growing citation from Virgin Australia in recommendation queries. Optimising structured data and long-form comparison content can improve AI citation rates.
Sample queries tested
Earned media intelligence · News, reviews & online conversation · Last 90 days
Top topics: Galaxy AI, trade-in deals, camera reviews
Top topics: OLED innovation, sustainability, design awards
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Qantas leads in australia — here is what the data means for marketers
CMO — Brand & Attention
The Share of Search data for Qantas, Virgin Australia in australia reveals the current state of brand attention in this competitive set. The leading brand in this comparison is not simply winning search volume — it is building the mental availability that makes future sales more likely and future media investment more efficient. Brand salience, not just awareness, is the lever that SoS measures.
CSO — Strategy & Risk
From a strategy perspective, the gap between leader and challenger in this data is a measure of the compounding advantage that consistent brand investment creates. The brands that maintain above-parity SoS relative to their market share are the ones building tomorrow's growth today.
COO — Operations & Efficiency
Operationally, this data should be reviewed weekly alongside paid media performance. SoS is a leading indicator — changes in search share typically precede changes in market share by 6–12 months. Setting a minimum SoS floor as a media investment trigger is the most efficient way to use this data in planning.
Track this data weekly. The brands that respond to early SoS signals consistently outperform those that wait for market share reports to confirm what the search data already showed.
Analysis based on Google Trends data · Australia· Rolling 6-month window · Updated weekly · Share of Search represents relative interest within this competitive set only. Editorial reflects market intelligence as of March 2026.
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