Delta has retained its title of the world’s most valuable airline brand for the seventh year running, according to the latest report by Brand Finance, the world’s leading brand valuation consultancy.
Now in its 15th year, the report is the longest-running study of its kind, ranking the world’s most valuable and strongest airline brands. This year’s research spans 30 markets, includes insights from over 30,000 respondents, and evaluates 124 brands. According to Brand Finance research, Delta’s brand value increased by 38% to USD14.9 billion, driven by strong financial performance, premium revenue growth, and continued investments in customer experience and sustainability. Delta’s growth reflects the strength of its reputation for reliability, premium customer experience, and high-margin transatlantic expansion.
The combined total brand value of the world’s top 50 airline brands reached USD132.6 billion, reflecting strong post-pandemic recovery and strategic efforts to strengthen brand equity, expand networks, and deliver elevated customer experiences. US carriers continue to dominate the top of the ranking, with three of the top five airline brands headquartered in the United States and together accounting for more than half of the total value of the top 10.
Malaysia Airlines recorded the fastest brand value growth in the ranking, soaring 209% to USD607 million. After a ten-year absence from the table, the airline returns to 45th place following a remarkable turnaround centred on fleet modernisation, operational efficiency, and international expansion. Meanwhile, Saudia grew its brand value by 34% to reach USD1.1 billion, surpassing the USD1 billion mark for the first time and becoming the fastest-growing airline brand in the Middle East.
Regionally, North America continues to lead, contributing over 40% of total airline brand value. However, Asia-Pacific is the fastest-growing region, powered by Chinese carriers and increasing international demand.
Savio D’Souza, Senior Director, Brand Finance, commented:
“Airlines are capitalising on the rebound in international mobility, with the total brand value of the top 50 airlines rising 29% year-on-year to USD132.4 billion. This growth is being driven by shifting consumer preferences: premium and loyalty revenue streams now account for over half of total income at leading carriers like Delta. As demand accelerates for high-quality, long-haul travel experiences, brands that deliver reliability and service excellence are pulling ahead of the competition. However, this momentum is not without potential challenges. Economic uncertainty, including the impact of new tariffs and operational challenges like delayed jet deliveries, could dampen expansion plans and brand growth. The months ahead will be a test of how airline brands balance ambition and resilience.”
Southwest Airlines is the world’s strongest airline brand, earning a Brand Strength Index (BSI) score of 91.1/100. According to Brand Finance research, the US low-cost giant scores highly for reputation, recommendation, and customer loyalty. ANA leads among full-service carriers, with a BSI score of 86.2/100, bolstered by strong performance in its home market of Japan.
United Airlines (up 41% to USD12.3 billion) moves into second place, overtaking American Airlines. United’s rise has been underpinned by major investments in fleet modernisation and long-haul route expansion. A robust financial position, signalled by share buybacks and improved consumer sentiment, has further contributed to brand value growth. Notably, United has successfully shifted customers from low-cost competitors to its basic economy and premium offerings.
American Airlines (up 14% to USD11.7 billion) drops to third place. While it maintains a strong domestic presence, earlier pricing strategies alienated corporate clients, leading to short-term revenue loss. However, the airline rebounded in 2024 by reintroducing initiatives aimed at recapturing the corporate market, resulting in a partial brand value recovery. Improvements in its Brand Strength Index score also contributed to year-on-year growth.
Emirates (up 27% to USD8.4 billion) holds steady as the most valuable airline brand outside the US, in fourth place globally. The Dubai-based carrier continues to reinforce its image as a luxury airline through award-winning in-flight service, extensive route expansion, and high-profile sponsorship campaigns. Emirates’ ongoing recognition as the best airline in the Middle East further bolsters its brand equity on the global stage.
Southwest Airlines (up 18% to USD6.3 billion) rounds out the top five, supported by its focus on affordability, operational reliability, and customer-first policies. Its strong performance in the US domestic market, coupled with a high BSI score driven by strong perception scores, reflects deep-rooted loyalty among American consumers.
British Airways (up 44% to USD4.6 billion) records the fastest growth among the top 10 airlines, reflecting a major recovery to near pre-pandemic levels. The airline has undertaken significant investments in fleet upgrades, IT infrastructure, and customer service improvements. By focusing on reducing cancellations and improving punctuality, British Airways has rebuilt passenger trust and regained ground in both performance and perception.
China Southern (up 48% to USD4.1 billion) also records strong growth, although brand value remains below pre-pandemic levels. As China’s domestic travel rebounded, China Southern capitalised by expanding its fleet and improving service offerings. The ability to fly over Russian airspace and expand its route network has further boosted revenues and regional brand strength.
Qatar Airways (up 23% to USD3.9 billion) retains its status as one of the world’s premier luxury carriers. The brand boasts a modern fleet, award-winning service, and network growth. Continued momentum from the 2022 FIFA World Cup has positioned Qatar as a more tourist-friendly destination, increasing inbound travel and supporting the airline’s global appeal. CEO Badr Mohammed Al-Meer noted the airline’s best-ever revenues and profit margins in 2024, underscoring strong brand and business performance.
Air Canada (up 15% to USD3.2 billion) also has seen its brand value recover to pre-pandemic levels. The airline has benefited from growing demand across both domestic and international routes, particularly in Asia-Pacific. Ongoing investments in fuel-efficient aircraft and improved passenger experience have helped strengthen the airline’s market position and brand value.
Finally, China Eastern (up 36% to USD3.2 billion) completes the top 10. While still below pre-pandemic levels, the airline’s brand value has improved due to increased operational efficiency, expanded routes, and strategic alliances. Like China Southern, it has benefited from expanded airspace access and growing demand across regional hubs.
Heathrow Airport retains its position as the most valuable airport brand globally, while Singapore’s Changi Airport remains the strongest, with airports also benefiting from growing passenger volumes and infrastructure investment. The total brand value of the top 25 airport brands rose 16% year-on-year – a nearly 60% rebound since 2021.
