The latest annual UK airline customer satisfaction survey from Which? has highlighted a widening gap in the aviation industry’s service delivery.
While some carriers are mastering the end-to-end customer journey, others—most notably Ryanair—are failing to meet basic CX expectations across critical touchpoints.
The CX Losers: Friction and Fees
Ryanair has been ranked the lowest in this year’s report, securing a satisfaction score of just 55%. The budget carrier received poor marks across the board, specifically in areas of booking, boarding, customer service, cabin environment, and seat comfort.
A major point of friction for passengers remains the transparency of pricing. Both Ryanair and Wizz Air faced heavy criticism for high add-on fees. According to the report, these additional costs often negate low headline fares, making budget carriers less cost-effective than traditional airlines that include baggage and seat allocation in the initial ticket price.
Wizz Air, alongside other budget carriers, was further criticized for poor communication and subpar customer service. While Wizz Air has disputed the survey’s sample size and highlighted recent operational improvements, the data suggests a significant disconnect between the airline and its passengers.
Flying High: Reliability and Service
In contrast, Jet2 continues to set the benchmark for short-haul customer experience. Topping the category with a 76% satisfaction score, Jet2 was praised for its reliability, fewer cancellations, and “generous luggage allowances.” The airline’s commitment to “good customer service” remains a key differentiator in a crowded market.
In the long-haul sector, Singapore Airlines took the top spot with an impressive 81% score. The carrier earned five stars for its “cabin environment and customer service,” though it narrowly missed a full recommendation due to its “strict no-show policy.”
Other high-performers in the long-haul category included:
- Emirates: Noted for its “booking process, seat comfort, and value for money.”
- Virgin Atlantic & Qatar Airways: Both maintained high satisfaction ratings for their service delivery.
The Middle Ground: Improvements and Ongoing Challenges
British Airways showed a notable recovery this year, achieving a 72% satisfaction rating. The flag carrier significantly improved its punctuality and scored well for customer service across both its short-haul and long-haul operations.
Meanwhile, easyJet landed in the middle of the pack with a 67% score. While the airline showed “improvements in punctuality and cancellations,” it continues to struggle with lower marks for “customer service and seat comfort.”
The full Which? Airline survey results can be found here.