Digital Maturity in the Airline Industry
Discover How The World’s Top Airlines Navigate Digital Effectiveness
Discover How The World’s Top Airlines Navigate Digital Effectiveness
According to Remarkable’s 2024 Digital Maturity Report, the five most digitally mature airlines in the world are Qatar Airways (76.92%), Singapore Airlines (75.00%), Emirates (73.08%), ANA All Nippon Airways (71.63%) and Air Canada (67.31%) — from a benchmark of the world’s top 50 airlines scored across 11 aspects of digital, researched between December 2023 and January 2024.
The highest overall score in the study, and the only airline in the top five to score 75% on audience level, with full marks for paid search, email marketing and mobile app.
Full marks for both organic and paid search, personalisation and remarketing — the most complete search profile in the study.
Full marks for content marketing and email marketing, the strongest social media score in the top five (93.3%) and 83.3% on ecommerce.
Full marks for paid search, personalisation and mobile app, with social media at 93.3%; website effectiveness is the gap at 40%.
The best website effectiveness score in the top five, plus 83.3% on organic search and full marks for paid search and personalisation.
Remarkable 2024 Digital Maturity Report · the world’s top 50 airlines by customer satisfaction · 11 aspects of digital · c.2,000 data points · research conducted 11 December 2023 to 22 January 2024 · scores as published in the report
Also assessed: Aegean Airlines, Air Astana, Air France, Air New Zealand, AirAsia, Asiana Airlines, Austrian Airlines, Azerbaijan Airlines, Azul Brazilian, Bangkok Airways, British Airways, Cathay Pacific Airways, China Airlines, China Southern Airlines, Delta Air Lines, EVA Air, Ethiopian Airlines, Etihad Airways, Fiji Airways, Finnair, Garuda Indonesia, Gulf Air, Hainan Airlines, Iberia, IndiGo, Japan Airlines, KLM Royal Dutch Airlines, Korean Air, Kuwait Airways, LATAM, Lufthansa, Malaysia Airlines, Oman Air, Qantas Airways, STARLUX Airlines, Saudi Arabian Airlines, Scoot, Swiss International Air Lines, Thai Airways, Turkish Airlines, United Airlines, Vietnam Airlines, Virgin Atlantic, Virgin Australia, Vistara
The travel industry was hit hard by COVID, but a full recovery is expected by year-end according to the World Travel & Tourism Council. To win customers in this new era, airlines need to prioritise digital innovation.
Tech-savvy travellers are ready to fly again, and airlines can’t afford to be outdated. This report analyses the top 50 airlines based on customer satisfaction and their digital strategies. We’ll explore how they’re navigating the digital landscape to meet traveller expectations.
This is a golden opportunity for airlines: with 700 million people booking online and over half using travel apps, airlines that embrace digital innovation can soar.
The 2024 Digital Maturity Report for Airlines shares in depth research and analysis of the digital effectiveness of the world’s leading 50 airlines and airline digital transformation. The report uncovers unique insights and findings across 11 core aspects of digital, including:
We thoroughly examine the pros and cons of each airline’s performance across these aspects, highlighting their influence on their overall digital maturity. The report also provides valuable insights and advice on airline digital transformation, offering every organisation an opportunity to enhance their digital strategy and increase their ROI.
Qatar Airways, with an overall Digital Maturity Score of 76.92%. Singapore Airlines (75.00%), Emirates (73.08%), ANA All Nippon Airways (71.63%) and Air Canada (67.31%) complete the top five of the world’s top 50 airlines, benchmarked across 11 aspects of digital between December 2023 and January 2024. The full ranking and every airline’s scores are in the report.
No. Nothing here is self-reported. Every score comes from testing each airline’s public digital estate from the outside in, using industry tools including Google, so the results reflect what any traveller, competitor or investor could observe. The full methodology is set out inside the report.
The 50 airlines were selected on customer satisfaction, then tested across 11 aspects of digital — audience level, website effectiveness, ecommerce, organic search, paid search, content marketing, personalisation, remarketing, email marketing, social media and mobile app — across roughly 2,000 data points, and given an overall score. The report profiles the top five in detail and maps the specific gaps for every airline in the study.
The research ran from 11 December 2023 to 22 January 2024, and the scores reflect that point in time. The structural findings have proved durable, but any individual carrier may have moved since. If you want your own position re-tested against the same framework, we can do that.
Good — bring them the report. It’s a scorecard, not a pitch. If your current partner can close the gaps it identifies, you’ve lost nothing but a read. If they can’t, you’ll know exactly what to ask for.
Yes. The 11 aspects apply to any carrier, whatever its size or network. And the bar is lower than you would expect: 98% of the airlines tested had underperforming websites, 90% were overlooking first-page visibility on Google, and just one showed any sign of visual personalisation.
Nothing. Enter your details in the form above and the full report is sent straight to your inbox.