With the holiday season in full flow, we've taken a look at how different airlines are perceived by the British public. The top six airlines on the BrandIndex Index score (six key measures of public perception combined) are Virgin Atlantic, Emirates, British Airways, Qantas, Singapore Airlines and Cathay Pacific.
The detail reveals an interesting pattern. While UK and Australian firms perform well overall, they do less well on proportional scores (just those with positive or negative opinions).
This indicates that more people use and are aware of the strengths and weaknesses of BA, Qantas and Virgin and are generally positive towards them, but they cannot compete with Asian rivals in terms of positive sentiment among those that use them.
Satisfaction is a great example. As the graph shows, BA has a clear lead on +24. The BA score comes from 32% of people being satisfied and 8% dissatisfied.
Satisfaction scores
Compare that with Singapore Airlines, where 7% are satisfied and less than 0.5% dissatisfied and we see that BA may do better at getting people on the plane but Singapore knows how to keep them happy. Singapore, Emirates and Cathay vye for first place, Qantas and Virgin slightly further back and BA at the still good, but significantly lower +60.
So BrandIndex can reveal comfort for all of these airlines: BA is still the leading airline in the country, but they don’t keep their customers as happy as some of their smaller competitors.
Proportional satisfaction scores
