Passenger Survey Ranks Top North American Airlines in 2024

A comprehensive survey conducted between March 2023 and March 2024 gathered responses from 9,582 passengers who had flown on a major North American airline within the past month. The survey, based on a 6-point rating scale, assessed various aspects of the airline experience, including staff performance, digital tools, ease of travel, trust level, the on-board experience, pre- and post-flight experiences, and value for price paid.

Categories of Passenger Satisfaction

Passenger satisfaction was divided into three categories: first/business, premium economy, and economy/basic economy. Here’s how the airlines ranked according to customers:

Top Airlines: First/Business Class

1. Delta Air Lines: 743 (Highest in customer satisfaction)

2. JetBlue Airways: 736

3. Segment average: 701

4. United Airlines: 698

5. Alaska Airlines: 695

6. American Airlines: 676

7. Air Canada: 629

Delta Air Lines received the highest customer satisfaction rating in the first/business segment, scoring 743. JetBlue Airways followed closely with a score of 736, while the segment average was 701. United Airlines, Alaska Airlines, American Airlines, and Air Canada rounded out the list, with scores reflecting varying levels of customer satisfaction.

Top Airlines: Premium Economy

1. Delta Air Lines: 716 (Highest in customer satisfaction for the second consecutive year)

2. Alaska Airlines: 687

3. American Airlines: 684

4. Segment average: 675

5. JetBlue Airways: 667

6. WestJet: 664

7. United Airlines: 641

8. Air Canada: 628

In the premium economy category, Delta Air Lines again ranked highest with a score of 716, maintaining its top position for the second consecutive year. Alaska Airlines and American Airlines followed with scores of 687 and 684, respectively. The segment average was 675. JetBlue Airways, WestJet, United Airlines, and Air Canada also featured in this category, with scores reflecting customer satisfaction levels.

Top Airlines: Economy/Basic Economy

1. Southwest Airlines: 685 (Highest in customer satisfaction for the third consecutive year)

2. Delta Air Lines: 651

3. Allegiant Air: 663

4. Alaska Airlines: 630

5. JetBlue Airways: 613

6. Segment average: 613

7. American Airlines: 611

8. WestJet: 591

9. United Airlines: 585

10. Air Canada: 542

11. Spirit Airlines: 507

12. Frontier Airlines: 472

Southwest Airlines topped the economy/basic economy category with a score of 685, achieving the highest customer satisfaction for the third consecutive year. Delta Air Lines and Allegiant Air followed with scores of 651 and 663, respectively. The segment average was 613. Other airlines in this category included Alaska Airlines, JetBlue Airways, American Airlines, WestJet, United Airlines, Air Canada, Spirit Airlines, and Frontier Airlines.

Key Takeaways from the 2024 Passenger Survey

Ease of Travel and Trust: The survey found that the two biggest factors driving overall airline customer satisfaction are ease of travel and trust. "While things like value for price paid are important, it is more important to passengers just to have a seamless flight," according to J.D. Power. A smooth and hassle-free travel experience significantly boosts customer satisfaction.

Investments in Staff: Top-performing carriers like Southwest Airlines and Delta Air Lines have made substantial investments in their staff, which has significantly boosted customer satisfaction. Well-trained and courteous staff contribute greatly to a positive travel experience.

Media Influence: The level of trust passengers have in their airline is heavily influenced by media coverage. "The level of trust airline passengers have in their airline is correlated to media coverage about that airline," J.D. Power noted. "Overall satisfaction scores for trust are 400 points lower (on a 1,000-point scale) among passengers who saw negative news coverage of an airline’s performance in the past year." Negative media coverage can drastically affect passenger trust and satisfaction.

Service Enhancements and Innovations: Airlines that invested in improving their service offerings and incorporating innovative solutions, such as advanced digital tools and enhanced in-flight amenities, saw higher satisfaction scores. For example, Delta's commitment to upgrading its digital tools and offering personalized travel experiences played a significant role in maintaining high customer satisfaction.

Price Sensitivity: While price remains a critical factor, the overall travel experience, including ease of booking, on-time performance, and quality of in-flight service, holds more weight in determining customer satisfaction. Passengers are willing to pay a premium for a seamless and enjoyable travel experience.

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The survey highlights the importance of not just competitive pricing but also seamless travel experiences and positive media representation in building passenger trust and satisfaction. As airlines continue to navigate the challenges of the post-pandemic world, investments in staff and efforts to improve overall travel experiences will remain critical to maintaining customer loyalty and satisfaction.

By focusing on these areas, airlines can enhance their reputation, build stronger relationships with their customers, and achieve better financial performance in a competitive market.