Qantas has climbed to become the 13th most valuable airline brand in the world, with its brand value rising 24 per cent to US$3.2 billion (around AU$4.5B), the Airlines 50 2026 report by Brand Finance has revealed. The result marks the carrier’s highest global ranking since 2019 and signals a continued recovery in both reputation and performance.
The improvement follows several years of turbulence for the carrier, including legal challenges in 2023 that weighed on consumer trust and saw the airline drop in both value and brand strength, according to Brand Finance. Since then, it says Qantas has rebuilt momentum through operational improvements, refreshed customer experience initiatives and expanded capacity.
Elsewhere, Jetstar also posted gains, with its brand value rising 13 per cent to US$883 million (approximately AU$1.2B), supported by stronger passenger volumes across the Qantas Group.
“Qantas’s recovery this year demonstrates how strongly brand value is tied to reputation, operational delivery and customer trust,” Brand Finance Australia Managing Director Mark Crowe said.
“After a challenging period marked by legal and reputational pressures, the brand has made meaningful progress in rebuilding consumer confidence through improved service quality, stronger operational performance, and strategic investment across its network.”
Topping the table, Delta Air Lines retained its position as the world’s most valuable airline brand, with its value increasing 25 per cent to US$18.6 billion (AU$26B). Brand Finance says the US carrier continues to lead on reliability and customer loyalty across its global network.
Surprise surge?
At the other end of the growth spectrum, Vietjet was named the fastest-growing airline brand of 2026. Its brand value surged 117 per cent to US$906 million (AU$1.3B), driven by international expansion and growing ancillary revenue streams.
Globally, the total brand value of the top 50 airlines increased 11 per cent to US$147 billion (AU$205B), reflecting continued demand for travel despite fuel price volatility and geopolitical pressures.
Closer to home, Sydney Airport strengthened its position as the 23rd most valuable airport brand globally, with brand value rising 13 per cent to US$188 million (AU$263M). The airport welcomed almost 43 million travellers over the year, including record international throughput through Terminal 1.
KARRYON UNPACKS: Qantas’ brand rebound shows Aussie aviation is gaining global ground. For the trade, stronger airline confidence and Sydney Airport growth signal healthier demand flows and more stable long-haul selling conditions.
