BA and Jet2 see largest brand value improvements
Two UK airlines recorded the largest increases in aviation brand value worldwide, according to Brand Finance, a leading brand valuation consultancy.
The list was dominated by US airlines. Delta (brand value…
Two UK airlines recorded the largest increases in aviation brand value worldwide, according to Brand Finance, a leading brand valuation consultancy.
The list was dominated by US airlines. Delta (brand value up 21% to $10.8 billion) retained its top position as the world’s most valuable airline brand for the sixth consecutive year.
Similarly, American Airlines (brand value up 21% to $10.2 billion), United Airlines (brand value up 11% to $8.7 billion) and Southwest Airlines (brand value up 15% to $5.4 billion), kept their places in 2nd, 3rd and 5th.
But British Airways and Jet2.com saw their brand values grow strongly over the last 12 months.
In fact, the largest brand value improvements were by British Airways, Jet2.com and Emirates. They demonstrated impressive double-digit brand value increases in 2024, reflecting their commitments to excellence, customer satisfaction and strategic brand management in the ever-competitive global airline sector, the company said.
Speaking to FINN, Savio D’Souza, senior director at Brand Finance, explained: “British Airways’ growth is essentially a bounce back to pre-pandemic levels (brand value is 17% down vs pre-pandemic).
“Therefore, its growth this year, while impressive, should be viewed within this context. The brand has returned to a brand strength of 76 out of 100 after 4 years, highlighting progress in digital infrastructure and fleet modernisation.
“However, the brand is eclipsed by Emirates in both brand strength (81 out of 100) and brand value – Emirates’ brand value is back to pre-pandemic levels, and it continues to invest heavily in its brand.
“Similarly, Jet2 has had consistently high brand investment. Jet2 has benefitted from the bumper summer demand for tour operators and is well positioned to grow as it has invested heavily in its brand by focusing on key areas such as offering a memorable customer experience while also offering value for money.”
With global travel recovering after the peak of the COVID-19 pandemic, airline brands in the Middle East have seen a significant rise in traffic, with total traffic in 2023 almost returning to pre-pandemic levels.
Middle East aviation was also expected to recover more quickly last year due to factors such as the ongoing expansion of the regional fleet, estimated to be 5.1% annually over the next ten years, a surge in travel to the region owing to the FIFA World Cup, and aggressive campaigns from Saudi Arabia to attract tourists.
With Emirates taking the crown of most valuable Middle Eastern airline brand, Qatar Airways (brand value up 27% to $3.1 billion) is the 2nd most valuable Middle Eastern brand, maintaining its brand strength rating at AA+. Next in line, Saudia (brand value up 23% to $797 million) recorded an improvement in brand strength rating from A to A+, ahead of Etihad Airways (brand value up 7% to $754 million), which retained its brand strength rating of AA.
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