Emirates was ranked as the most recommended global brand for 2025 according to the recommendation survey by the research firm YouGov, making it the only airline to enter the top ten list.
The ranking, based on millions of surveys among active customers in 28 countries, reflects the percentage of customers who state that they would recommend the brand to friends or colleagues. Emirates received a particularly impressive score of 88.4%, a significant gap from the second place.
Reaching New Heights: Emirates/ Photo; EmiratesWhat is YouGov?
YouGov is a global research and data analytics company operating since 2000, with headquarters in London and offices worldwide. It is publicly traded on the London Stock Exchange under the symbol YOU and is considered a trusted and influential body in the field of public opinion surveys, brand indices, and consumer behavior.
Its main tool, the YouGov BrandIndex, monitors consumer attitudes towards brands on a daily basis and provides accurate real-time insights across various sectors including aviation, technology, retail, food, politics, and more.
The recommendation ranking for 2025 was based on over a million surveys collected between June 1, 2024, and May 31, 2025, taking into account the customer base size of each brand in every market.
Photo: EMIRATESEmirates President, Sir Tim Clark, responded to the ranking: “This recognition reflects the deep connection and loyalty we have built with travelers worldwide. They trust us not only to take them to their destination but to do so with quality, responsibility, and an exceptional standard. We will continue to set a new benchmark for travel experience and be a brand that customers are proud to recommend.”
A Series of Achievements
Emirates continues to place customer experience at the heart of its operations, investing in technologies, products, and high-standard services in the air and on the ground.
During the first half of 2025, Emirates launched routes to a variety of new destinations, with a route to Hangzhou, China expected to open later this year.
The company also inaugurated 9 innovative stores in Asia, Africa, and Europe, deployed the new A350 aircraft on flights to ten destinations, and became the world’s first Autism Certified Airline – an important step towards making flights accessible.
Looking to the Future
By the end of 2025, Emirates will operate a renewed fleet including Boeing 777, Airbus A380, and A350 with revamped interiors on flights to more than 70 cities, nearly half of its route network. Additionally, it will offer more than 2 million premium economy class seats, expanding access to a higher level of flight experience.
Emirates A380. Photo: shutterstockThe company has already received similar recognition in the past: in 2024, it was ranked as the most recommended brand in the United Arab Emirates with a score of 92.6, leading in satisfaction indices even among American audiences, including Millennials and Gen Z.
The YouGov ranking for 2025 not only constitutes a marketing achievement but also a living testimony that deep commitment to quality, service, and innovation can build global trust.
