British Airways ranks at bottom of Which? annual airlines survey
February 27, 2025
Despite investing billions into improvements, British Airways (BA) has been given the joint-lowest long-haul customer score, tied with Air Canada in the Which? annual airlines survey.
The consumer group surveyed over 7,000 passengers across more than 9,000 flights over the past year, assessing their experiences in various categories, including cabin cleanliness, boarding, customer service and the booking experience. These findings were then combined with data from the Civil Aviation Authority on flight delays and calculations to determine the final score.
BA’s fall from grace
With an overall customer score of 62%, BA ranked at the bottom in the long-haul airlines category, alongside Air Canada. The UK flag-carrier also didn’t fare much better in the short-haul category, scoring 57% and finishing 12th out of 16 airlines. Leading airlines tend to score around 80%.
Rory Boland, Which? Travel editor said BA’s poor performance in the survey, “shows how far it has fallen from the days when it set the standards for others to follow.” Despite 600+ modernisation initiatives that are being rolled out as part of a £7 billion transformation plan aimed at delivering a world-class customer experience, BA continues to struggle to regain its reputation as the “world’s favourite airline”, a slogan it used from 1983 to 2001.
Last year, the airline’s CEO Sean Doyle emphasised the airline’s transformation goals saying, “We’re on a journey to a better BA for our people and for our customers, underpinned by a transformation programme that will see us invest £7bn over the next two years to revolutionise our business.” In addition to unveiling a new website and app, taking delivery of new aircraft, revamping its cabins, focusing on operational performance and elevating the customer experience, the airline is also addressing its environmental impact by reducing emissions and creating a culture of sustainability. “We are laser-focused on transforming our business and fixing any pain points for our customers,” added Doyle.
Still, the airline continues to face persistent challenges, including passenger frustrations over lost luggage, flight delays, cancellations, refund issues, major IT failures and customer service complaints. Additionally, the airline faces intense competition from budget carriers like easyJet and Ryanair, as well as long-haul rivals such as Virgin Atlantic, Etihad and Emirates, which are often praised for their excellent customer service.
In several key areas such as seat comfort, boarding, food and drink and value for money, BA scored just two out of five stars, suggesting that significant work remains in rebuilding the airline’s reputation among its passengers.
Responding to the survey’s findings, a BA spokesperson stated the results were at odds with feedback it has received from customers. “There is always room for improvement, and we know we don’t always get things right, but we’re proud of the progress we’re making and will continue to focus on delivering the best possible service for our customers,” the spokesperson said.
Which?’ worst short-haul airlines
While BA’s performance was lacklustre, other airlines also struggled in the survey. Ryanair was named the worst-performing short-haul airline for 2024, scoring just 49%. Wizz Air also fared poorly with an overall score of just 51%. Both carriers were criticised for value for money, particularly when passengers were presented with the add-on costs of checking in luggage and other ancillary revenues. One Wizz Air customer described being “fleeced” when they saw the cost of checking-in a suitcase.
In contrast Jet2 emerged as the top short-haul airline with an 80% customer score and five stars for customer service. The airline earned praise for its seamless booking experience with bags and seat selection included in the process, helpful staff during delays and minimal flight cancellations. Only 0.2% of Jet2 flights were cancelled less than 24-hours before departure, compared with 2% for BA.
In it for the long-haul
Among the long-haul carriers, Singapore Airlines, Etihad and Emirates came out on top with overall scores of 81%, 78% and 77% respectively. They were all credited for their excellent service, sleek modern cabins and decent food and beverage selections. Emirates stood out for its customer-friendly policies, including not automatically cancelling a return flight if passengers miss their outbound flight. As a result, Emirates was named Which? Recommended Provider in the long-haul category.
