Not all airlines were created equal. Some treat their passengers like royalty, while others will charge for something as basic as a sip of water. So who do most passengers aspire to fly with? A new poll has asked passengers across the world just this.

The online poll was conducted by the design and branding team at, with the aim of discovering which of the world’s top airlines have the best branding appeal and desirability.

It was no small survey either, with 24,000 participants from 68 countries aged between 17 and 78.

Just say no. Pic: British Airways

While all of the participants said they had travelled by plane at least once during the past 24 months, the survey was about gauging people’s feelings towards airlines they may have never flown on, just by looking at the logo and name of the airline.

The goal: to understand the effect that marketing, reputation and the country of origin may have on people’s desire to fly with certain carriers.

DRUMROLL…….. So which airline came out on top?



A landslide of 98% of respondents wanted to fly with them by the power of the brand alone.

Qatar Airways and Lufthansa followed with 96% and 95% respectively.

Coming in close behind them were Emirates, All Nippon Airways, JetBlue Airways, Hawaiian Airlines, British Airways, Cathay Pacific and Garuda Indonesia.

What about the Flying Roo? Qantas was still one of the most desirable airlines, slipping in at number 16.

The poll only took into account 91 well-respected and globally significant airlines.

The bottom five on the list were SriLankan Airlines, Royal Air Maroc, Azerbaijan Airlines, Malaysia Airlines and Air Astana.

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What do you think of the results? Are you surprised? Let us know below.