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The airlines we most desire to fly, based on brands

A new study has revealed the world’s top airlines, based on the position the carriers’ brands have in flyers’ minds.



Polling 24,000 people from 68 countries who have flown in the past two years, the study found the most desirable airline, based on branding alone, to be Gulf carrier Etihad.


Conducted by design and branding team,, the study showed the Abu Dhabi-based airline attracted 98% of respondents by the power of its brand, edging Qatar Airways (96%) and Lufthansa (95%) to the top spot.


Next on the list were Emirates, ANA, JetBlue and Hawaiian Airlines, while British Airways, Cathay Pacific and Garuda Indonesia rounded out the top ten.


Qantas finished in 16th position, with 75% of respondents wanting to fly the Aussie carrier based on its brand alone.


At the other end of the scale, the survey found the least desirable airlines to be Air Astana, Malaysia Airlines and Azerbaijan Airlines.


Lufthansa and British Airways were the most recognized brands globally, according to this study.


The survey aimed to understand “the effect marketing, reputation of the airline and the country of origin may have on the desirability people may have to fly in it”.


Written by: Mark Harada
Published: 12 June 2018

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