Dubai, UAE — UAE carrier Emirates defended its title as the fourth most valuable airline brand, with a staggering 30 percent increase in brand value, reaching $6.6 billion, according to Brand Finance, a brand valuation consultancy.
With global travel recovering after the peak of the COVID-19 pandemic, airline brands in the Middle East have seen a significant rise in traffic, with total traffic in 2023 almost returning to pre-pandemic levels.
Middle East aviation was also expected to recover more quickly last year due to factors such as the ongoing expansion of the regional fleet, estimated to be 5.1 percent annually over the next ten years, a surge in travel to the region owing to the FIFA World Cup, and aggressive campaigns from Saudi Arabia to attract tourists.
With Emirates taking the crown of most valuable Middle Eastern airline brand, Qatar Airways (brand value up 27 percent to $3.1 billion) is the second most valuable Middle Eastern brand, maintaining its brand strength rating at AA+.
Next in line, Saudia (brand value up 23 percent to $797 million) recorded an improvement in brand strength rating from A to A+, ahead of Etihad Airways (brand value up 7 percent to $754 million), which retained its brand strength rating of AA.
Brand Finance report reveals that the top five most valuable airline brands experienced significant growth, with American carrier Delta retaining its position as the most valuable airline brand globally for the sixth consecutive year.
Delta saw a remarkable 21 percent increase in brand value, reaching $10.8 billion. American Airlines followed closely behind with a 21 percent increase to $10.2 billion, while United Airlines and Southwest Airlines also maintained their positions in the top five, with brand values reaching $8.7 billion and $5.4 billion, respectively.
Savio D’Souza, Valuation Director at Brand Finance, highlighted the sector’s resilience, noting that brand values for the top 50 airline brands have grown by 39 percent since 2021, bouncing back to pre-pandemic levels. He emphasized the importance of brand investment in outperforming the market, particularly in challenging economic conditions.
In addition to evaluating brand value, Brand Finance’s report also examines sustainability perceptions within the airline sector. Sustainability was found to drive 6.5 percent of customer consideration, highlighting its significance in shaping brand preferences.
The report also ranks the world’s most valuable airport brands, with London’s Heathrow Airport reclaiming its position as the most valuable airport brand, followed by Paris Aeroport.
As global travel continues to recover, the airline industry’s resilience and adaptability remain evident, with brands strategically positioning themselves for future growth and success in an ever-competitive market.