A recent survey by UK consumer group Which? has revealed surprising results about airline rankings, highlighting significant disparities between the best and worst performers. The survey gathered insights from over 7,000 passengers who took more than 9,000 flights to assess airlines based on various criteria, including boarding processes, cabin experience, and the number of flights on time or canceled.
According to the findings, British Airways (BA) and Air Canada emerged as the worst long-haul airlines, both receiving disappointing overall scores of 62 percent. Meanwhile, Singapore Airlines took the crown for best long-haul airline with a remarkable 81 percent satisfaction rate. 'There’s a clear disparity between airlines at the top and the bottom of the rankings,' noted Rory Boland, Editor of Which? Travel. 'Some airlines seem to think they can get away with treating their customers badly, knowing they are unlikely to face consequences in a sector with weak regulations.'
The survey evaluated multiple factors, including the overall flight experience and service quality, leading to distinct rankings. At the top of the short-haul list was Jet2, which garnered glowing feedback for their booking process, helpful staff, and commendably low flight cancellation rates, achieving an 80 percent customer approval.
British Airways swiftly defended its reputation, stating the survey results were “entirely at odds” with what they collect from their passengers. The airline highlighted its £7 billion investment aimed at enhancing customer experience, including the rollout of free Wi-Fi on flights. BA emphasized its recent accolades, such as being named the world’s most family-friendly airline at the 2024 Skytrax awards, which underlies their commitment to service improvements.
Budget carrier Ryanair did not fare well either, finishing at the bottom of the short-haul rankings with only 49 percent satisfaction, earning just two stars for value for money. Many passengers complained about hidden fees associated with the 'bargain' flights. A Ryanair traveler expressed frustration saying, 'You think you are getting a fairly cheap flight only to find out you have to pay extra for everything.'
Ryanair quickly dismissed the survey as unrepresentative, pointing out their planned carriage of 200 million passengers this year, which they say contradicts the negative feedback being reported. They remarked, 'Not one of our 200m passengers wish to pay “higher prices” as you falsely claim.'
With Jet2 ranking high and Ryanair at the bottom, the Which? survey certainly stirred attention. For long-haul experiences, travelers consistently praised Singapore Airlines for exceptional service and modern cabin conditions, followed closely by Etihad Airways and Emirates, which also scored high ratings for their customer service and food quality.
Emirates particularly distinguished itself by earning the Which? Recommended Provider status this year. The airline has gained this favorable position partly due to its policy allowing passengers to retain their return flight even if they miss their outbound leg, provided they notify the airline. This flexible approach contrasts sharply with competitors who typically enforce strict 'no show' policies, which can lead to ticket cancellations.
While both Singapore Airlines and Etihad excelled, they applied the controversial 'no show' clause, which can frustrate passengers. This approach has granted Emirates the lead by focusing on customer convenience and respect, garnering top accolades for its service.
Despite facing challenges from competitors, Emirates confirmed its commitment to deliver exceptional services along with maintaining its edge on flexible travel policies. The airline is continuously investing to modernize its fleet and upgrade its offerings against the backdrop of rising fuel costs and fluctuated travel demands.
Consumer feedback was also recorded for other airlines. For short-haul flights, Scandinavian Airlines ranked third, followed by Loganair which earned praise for its customer service with 72 percent approval. Other notable mentions include Norwegian and Aegean Airlines.
The Which? survey's results have prompted discussions about customer expectations and experiences, emphasizing the need for airlines to provide transparent and reliable services. Jet2 emerged as the best-rated short-haul airline for 2025, focusing heavily on customer satisfaction which should encourage competitors to rethink their strategies, especially those languishing at the bottom.
Looking at the long-haul options, ticketing transparency matters greatly. The preference shown for carriers with customer-friendly policies, like Emirates, indicates where airlines may need to head to recover lost trust and improve service delivery. When it encounters criticism, BA remains committed to improving its services through substantial investments aimed at creating seamless and enjoyable experiences for passengers.
Nevertheless, the debate over the Which? survey’s methodology continues. British Airways and Ryanair argued the survey did not accurately represent their customer interactions, reflecting the criticism airlines often have against such consumer-derived assessments. British Airways mentioned how the sample size does not fairly represent their vast customer base highly, cautioning against drawing sweeping conclusions based on limited feedback.
Overall, the Which? report serves as both commendation and cautionary tale for airlines. While victories at high customer satisfaction scores can boost reputational standing, there looms the ever-present risk of public relations fallout from unfavorable ratings.