What do people really think about airlines? This is demonstrated by the second annual analysis of the most popular airlines compiled by aeroTELEGRAPH and the brand analysis firm Adwired.
The pandemic has continued to grip the aviation industry for the past 12 months. The big problems were entry restrictions, canceled flights, missing links, layoffs and difficulties in resuming operations. Overall, however, the situation was better than the previous year. This is also reflected in the new ranking of the world’s most popular airlines.
Which airlines have the best reputation? aeroTELEGRAPH and brand analysis firm Adwired have been researching this every year since last year with in-depth analysis. Show what people actually think about airlines. The result is a significant ranking of the most popular airlines. The method differs significantly from all others that also evaluate airlines. It is mainly the juries that award points on the basis of transparent or less transparent criteria. Or passengers are interviewed randomly and usually not regularly. Both approaches do not produce results that show what people really think. This is different in the ranking of the most popular airlines.
Wizz Air makes its way
And what does it mean in the past twelve months? Many airlines have been able to improve their score in the 2022 ranking compared to 2021. The best have come even closer. With some improving more than others and some lagging slightly behind, this has resulted in some top ten shifts. Emirates remains the most popular airline in the world with 56 points (100 would be the perfect score).
But your gap with number two has narrowed. Wizz Air is in second place with 54 points. The low-cost airline quickly restored its network, which obviously worked well with customers. In Italy, after the departure of Alitalia, it is also one of the winners of the market share, measured by the proportion of citations on the Internet.
Singapore, Virgin and Delta go up
Singapore Airlines also improved and returned to 202th place. This is probably also due to the fact that the airline has gradually resumed operations and reported fewer difficulties than other competitors, especially from Asia.
The resumption of business travel from the pandemic has exceeded Virgin Atlantic’s expectations. This is reflected in a significant improvement. After Delta Air Lines has experienced a particularly difficult 2021, the airline can obviously return to competition with affordable prices and score. Affordable is also a disproportionately Delta-associated attribute. This brings the airline back to 8th place, where it was in 2020.
Constant performance of the Lufthansa Group
The airlines of the Lufthansa Group fared differently. Lufthansa itself improved from 19th to 15th place, the Austrian lagged slightly and Switzerland significantly from 16th to 28th place, perhaps also due to the hype caused by the new service concept, which was withdrawn after a few weeks .
Cathay Pacific is among the biggest losers. The Hong Kong airline dropped from 15th to 33rd place. This is because Hong Kong has enacted very strict rules for Covid-19, which hit the airline hard and caused negative headlines. Aeroflot also lagged behind. The Russian flag carrier is now only in 38th place, ahead of 33rd, no doubt due to the war in Ukraine, which continued to affect the ranking for three months. However, Eurowings and Qatar Airways have also fallen behind, but mainly because their competitors have improved.
Rated over 460 million media sources
For the analysis of the most popular airlines, Adwired evaluates statements about around 40 airline brands in public media, namely newspapers, online portals and social media like Twitter or Facebook. Over 460 million media sources are viewed every day. It’s like a look behind users, capturing their true sympathy and dislike for airlines. So they are divided into three dimensions, which include things like competence, punctuality, price level, or friendliness. These three secondary scores are then combined into a total score, where 100 is the perfect score *.
* Learn more about the method
With the aim of providing up-to-date and objective information immediately, Adwired developed the BrandTicker brand analysis platform, whose methodology is now ISO 10668 certified. The application is based on artificial intelligence and uses social media as well as media online and print, to measure how people actually talk about companies and brands and use it to calculate various indices.
The media, especially social media, are a valuable source for obtaining the perception, opinion and evaluation of various stakeholders about companies and brands. The analysis of these media is based on an automated full-text search algorithm that searches over 460 million media sources every day. Trademark statements and comments are collected systematically and in eight languages (German, English, Spanish, Portuguese, Italian, French, Dutch, Swedish).
For example, a media article could read: “Lufthansa (the brand) continually travels innovative paths (the qualification) in sustainable mobility (the topic)”. This is a typical statement that assigns the brand a theme of “sustainable mobility” and qualifies it as “innovative”. Brands, topics and qualifications are analyzed in different ways and produced in statistical form. Negative affirmations are subtracted from positive affirmations and related to all affirmations so you can compare small to big brands
The Media Performance Index is a comprehensive assessment of your brand in relation to approximately 1000 brands. The various performance indicators are assessed daily and evaluated in the immediate context of around 1000 brands. The result is a relative score, which uses a scale of 0 to 100 to provide a system of comparable indicators and an easily understandable measure of quality. Because only a broad benchmarking against other brands provides a clear picture of their media performance. This normalization allows you to compare performance indicators with each other and between selected brands.
These three perceived dimensions of perception are statistically analyzed and evaluated on a daily basis:
Opportunity: How much is the airline’s offer perceived, for example in terms of prices or efficiency?
Reliability: Does the airline have a reputation for being very reliable, for example in terms of punctuality or competence?
Quality of service: What quality of service does the company expect, for example in terms of friendliness or customer orientation?