A new survey by UK consumer group Which? has revealed surprising results on the best and worst airlines operating to and from the UK, with British Airways (BA) and Ryanair receiving notable criticisms, while Singapore Airlines, Emirates, and Jet2 earned high marks for passenger satisfaction.
The annual passenger satisfaction survey, which polled over 7,000 travelers across more than 9,000 flights, assessed airlines on factors such as booking and boarding processes, in-flight experience, and punctuality. The results also incorporated data from the UK Civil Aviation Authority to evaluate on-time performance and cancellations.
British Airways: A Struggling Giant? According to the survey, British Airways scored just 62% in overall customer satisfaction, ranking it among the worst long-haul carriers, tied with Air Canada. Passengers complained about poor value for money, uncomfortable seating, and subpar food and drink options. Despite this, British Airways defended its performance, pointing to a £7 billion (€8.44 billion) investment in improving services, including new cabins and in-flight technologies. The airline argued that these improvements were already benefitting customers.
While BA’s performance in the Which? survey may be discouraging, the airline does boast some accolades, including being named the most family-friendly airline at the 2024 Skytrax awards. Furthermore, it has recently been recognized as the best short-haul airline at the Business Traveller Awards.
Ryanair’s Budget Appeal Fails to Win Passengers In the short-haul segment, Ryanair received a dismal 49% customer satisfaction rating, making it the lowest-ranked airline for the second year in a row. Although its low-cost model appeals to many passengers, complaints about hidden fees—such as charges for cabin bags and seat selection—have led to dissatisfaction among flyers.
Ryanair dismissed the survey, claiming it doesn’t reflect the satisfaction of the 200 million passengers it carries annually. The airline argued that the sample size was too small to provide an accurate picture of customer sentiment.
Top Performers: Singapore Airlines and Emirates Lead the Pack On the other end of the spectrum, Singapore Airlines earned top marks, with a 81% customer satisfaction score, making it the highest-ranked airline in the survey. Passengers praised its exceptional customer service, clean cabins, and efficient boarding process. In second place, Emirates scored 78%, with passengers noting its extensive customer service and unique advantage of not canceling return tickets if the outbound flight is missed—a policy known as the “no-show” clause.
Emirates stood out as the *long-haul Which? Recommended Provider (WRP) due to this policy, which distinguishes it from other top airlines, including Etihad and Singapore Airlines, that follow the no-show practice. Both Etihad and Singapore Airlines missed out on this status because of their cancellation policies.
Jet2 Tops Short-Haul Rankings In the short-haul market, Jet2 ranked as the top performer with an 80% customer satisfaction score, earning praise for its helpful staff, reliable booking process, and low cancellation rate. Loganair, a regional British carrier, earned a solid 72%, while SAS came in third with 71%, boosted by an impressive on-time flight record.
Airline Responses to Criticism Both British Airways and Ryanair have pushed back against the Which? survey results. BA pointed out that the feedback was “entirely at odds” with its own passenger reviews and stressed that improvements were already underway. It cited a significant investment in upgrading services, including the introduction of free WiFi messaging for all passengers.
Ryanair, on the other hand, criticized the survey for its small sample size, claiming that the 1,027 passengers surveyed represented just a tiny fraction of the airline’s customer base. The budget carrier claimed its 200 million passengers per year consistently choose its low fares, regardless of the extra charges that come with the bargain flight model.
Looking Ahead: Tips for Airline Passengers While the Which? survey results have sparked some debate, there are useful takeaways for travelers. Passengers should be aware of the no-show clauses in long-haul flights and consider flying with airlines that offer more flexible policies, such as Emirates and Virgin Atlantic. For budget travelers, it’s essential to manage expectations when flying with low-cost carriers like Ryanair and Wizz Air, where additional charges are the norm for services like checked baggage and seat selection.
For those traveling between Europe and the U.S., booking with a European airline provides the added benefit of strong consumer protection laws, including the possibility of compensation for severe delays or cancellations.
In the end, the survey highlights the importance of balancing cost with service quality, and suggests that even low-cost carriers could stand to improve their customer service to meet the expectations of today’s flyers.
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