Aircraft Interiors Expo and CARMA reveal key drivers of airline reputation

Aircraft Interiors Expo (AIX) and CARMA, a leading media analysis and intelligence service provider, have released a new report detailing the key factors that shape airline reputation. The report, titled“What is driving an airline’s reputation?”, draws upon an analysis of media coverage, social media activity, and audience perception, offering airlines a route map to cultivate a stronger reputation within the competitive aviation market.

With information always readily available online, brand perception has never been more important. The way an airline conducts itself – from sustainability practices to service innovations – significantly influences public perception. This new report addresses the need for airlines to understand and manage these factors effectively, given that trust and reliability are paramount in an industry responsible for the safe transport of millions of passengers daily.

The study tracked stories and posts regarding 12 airlines across 8 different countries, over the course of one year (2024), with the analysis considering 55,267 articles and 1,014,058 social media posts. The research also included analysis of the perceptions of 1,534 people based in the UK, UAE, KSA, Malaysia, Hong Kong and Singapore.

Among the report’s key findings is the significant influence of ‘Products and Services’ on how people perceive an airline. The report also highlights how different regions vary in their emphasis on reputational factors. While sustainability is currently the least influential factor, the report acknowledges its growing importance for airlines. Additionally, the study emphasises the increasing importance of accessibility in aviation, driven by a greater awareness of the diverse needs of passengers.

Commenting on the report, Archana Dharni, Event Director at Aircraft Interiors Expo, said: “AIX is committed to empowering the airline industry with the knowledge and tools to thrive. As the world’s leading event for cabin interiors, AIX serves as a central hub where innovation is on display for all attendees, and critical discussions take place. This collaboration with CARMA provides invaluable data on the key drivers of airline reputation, enabling airlines to make informed decisions about their cabin design, service offerings, and communication strategies.”

Airline reputation: an exploration through the lens of sustainability and accessibility is available to download here.

Aircraft Interiors Expo (AIX) will take place in Halls B1-B7 at the Hamburg Messe, Germany, from 8-10 April 2025. For more information about the IFEC Zone, visit here.