Emirates tops YouGov’s 2025 global brand rankings
Emirates has been named YouGov’s Most Recommended Global Brand 2025 with a score of 88.4%, the only airline to make the global top 10 list.
Emirates, the world’s largest international airline, has secured the top position in YouGov’s Most Recommended Global Brands rankings for 2025, strengthening its reputation as one of the most trusted names in international travel. The airline achieved an impressive 88.4% score, placing it well ahead of competitors and marking it as the only airline to feature in the top 10 global list.
The YouGov rankings are based on customer recommendations, reflecting the percentage of a brand’s customers who would recommend it to friends or colleagues. This year’s results drew from over a million surveys conducted across 28 markets between June 1, 2024, and May 31, 2025. Each brand’s positive Recommend score was aggregated and weighted by the size of its customer base per market, providing a robust snapshot of global consumer loyalty and trust.Emirates Unveils First Airbus A350-900
Sir Tim Clark, President of Emirates Airline, welcomed the recognition, noting that the result underscores the strong bond between Emirates and its passengers worldwide. “This recognition underscores the deep connection and loyalty we’ve built with passengers all over the world, who trust us not only to get them to their destination, but to do so with care, reliability, and excellence. We will continue to evolve our already exceptional experience and set new benchmarks in travel to ensure Emirates is always a brand that our customers are proud to recommend,” he said.
The ranking highlights Emirates’ enduring “Fly Better” brand promise, which has consistently placed customer experience at the core of its operations. The airline has continued to invest in innovative products and services, ensuring its passengers enjoy a world-class journey both in the air and on the ground.
In the first half of 2025, Emirates expanded its network with the launch of three new routes and announced Hangzhou as its next destination. The airline also introduced the Airbus A350 to 10 cities, enhancing capacity with its latest-generation aircraft, and opened nine new reimagined travel retail stores across Asia, Africa, and Europe. A milestone achievement came earlier this year when Emirates was designated as the world’s first Autism Certified Airline™, reflecting its efforts to make travel more accessible and inclusive.
Looking ahead, Emirates plans to further enhance its fleet and service offerings. By December 2025, nearly half of the airline’s global network will be served by aircraft fitted with the latest interiors across Boeing 777s, A380s, and A350s. In addition, Emirates will offer over two million Premium Economy seats, expanding access to its latest onboard product for travelers seeking a more affordable yet premium travel experience.
This latest recognition from YouGov builds on a track record of accolades for Emirates. In 2024, the airline was ranked the most recommended brand in the UAE with a score of 92.6, and in the US, it was recognised as having the most satisfied customers among American flyers. The airline also ranked among the top 10 airlines considered by US Millennials and Gen Z travelers, underscoring its strong global brand presence across different demographics.
As consumer preferences evolve, Emirates continues to adapt by investing in both fleet innovation and service enhancements, ensuring it retains its position as a leading global brand in the aviation sector. The YouGov 2025 ranking affirms that Emirates remains not only a leader in international air travel but also a brand trusted and recommended by millions worldwide.
With continued expansion, customer-focused innovation, and recognition for inclusivity, Emirates’ strong Recommend score signals both its current influence and its ongoing commitment to shaping the future of global travel.
