Emirates, the world’s largest international airline, has been named the most recommended brand globally in YouGov’s prestigious 2025 ranking. This recognition highlights Emirates’ unparalleled reputation among travellers and its unwavering commitment to delivering its promise of “Fly Better” with consistent excellence.
A Standout Achievement in Global Brand Loyalty
Emirates is the only airline to secure a spot in YouGov’s Top 10 Most Recommended Global Brands for 2025, achieving a remarkable recommendation score of 88.4%, significantly ahead of the nearest brand on the list. The ranking measures how likely customers are to recommend a brand to friends, family, or colleagues, solidifying Emirates’ unique standing among the world’s most trusted and loved brands.
The ranking results were based on surveys conducted with over one million people across 28 markets worldwide. YouGov tracked brand performance daily between 1 June 2024 and 31 May 2025, aggregating positive recommendation scores weighted by the brand’s market size in each country to determine the final Top 10.
Sir Tim Clark, President of Emirates Airline, expressed his pride in this achievement, stating:
“This recognition reinforces the strong bonds we’ve built with our customers around the world and their loyalty and trust in us to take them to their destinations with care, reliability, and excellence. We remain committed to continuously enhancing our exceptional experience and setting new industry standards to ensure Emirates remains a brand our customers are always proud to recommend.”
Continued Investment in Customer Experience
This global recognition reflects Emirates’ dedication to placing its customers at the centre of all operations. The airline continues to invest heavily in enhancing its products and services to deliver an unmatched travel experience, both in the air and on the ground.
In the first half of 2025 alone, Emirates:
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Expanded its global network with flights to three new destinations – Shenzhen (China), Da Nang (Vietnam), and Siem Reap (Cambodia) – with Hangzhou (China) to follow.
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Opened nine redesigned travel stores across Asia, Africa, and Europe.
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Introduced its new Airbus A350 fleet on routes to ten destinations.
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Became the world’s first autism-certified airline, making notable strides towards inclusive travel for all.
By December 2025, Emirates plans to operate its upgraded Boeing 777s, Airbus A380s, and A350s to over 70 cities – representing nearly half its network – and offer over two million Premium Economy seats, allowing even more passengers to enjoy the next generation of Emirates’ signature travel experience.
Building a Legacy of Excellence
Previously, in YouGov’s 2024 rankings, Emirates was also the most recommended brand in the UAE with a score of 92.6, and topped customer satisfaction surveys among American travellers, securing its place among the Top 10 airlines preferred by Millennials and Gen Z in the United States.
YouGov, a global leader in online market research and data analytics, continues to provide independent and robust insights into consumer perceptions across brands worldwide.
