This Airline Named Most Recommended Brand in the World in 2025

DUBAI— Emirates (EK), based in Dubai International Airport (DXB), has been named the Most Recommended Global Brand for 2025 by YouGov, with an impressive Recommend score of 88.4%. This recognition places Emirates ahead of all other international brands surveyed across 28 markets.

The airline is the only carrier in the global top 10 list, reaffirming its brand strength and the global trust placed in Emirates by millions of travelers.

Photo: Wego Travel

Emirates is the Most Recommended Global Brand

YouGov’s 2025 Recommend Rankings, driven by insights from BrandIndex, evaluate customer advocacy by measuring the percentage of current customers willing to recommend a brand to others.

Emirates’ standout performance — 88.4% — significantly exceeded that of the next closest brand, Toyota (84.7%), underlining its dominance in customer satisfaction and loyalty.

Over one million surveys were conducted from June 1, 2024, to May 31, 2025, across 28 global markets. Scores were weighted by market size and customer base, giving Emirates a data-backed lead over competitors such as Levi’s, adidas, Nintendo, and Nike.

President Sir Tim Clark credited this success to the airline’s unwavering focus on quality, innovation, and customer care:

“This recognition underscores the deep connection and loyalty we’ve built with passengers… to do so with care, reliability, and excellence.”

Photo: Emirates

Strategic Expansion and Customer-Centric Investments

In the first half of 2025, Emirates (EK) demonstrated strong operational momentum. The airline:

• Launched new routes, including three fresh destinations, with Hangzhou (HGH) set to follow.
• Opened nine redesigned retail stores across Asia, Africa, and Europe.
• Deployed its new Airbus A350 to 10 cities, offering expanded premium seating options.
• Became the world’s first Autism Certified Airline, highlighting its commitment to inclusive travel.

By December 2025, Emirates plans to have upgraded aircraft (Boeing 777, Airbus A380, and A350) on nearly half its global network, covering 70+ cities, and will offer 2 million Premium Economy seats, making luxury more accessible to travelers.

Recognition Across Regions and Demographics

This global recognition comes on the heels of multiple regional accolades:

• Most Recommended Brand in the UAE (YouGov Recommend 2024) with a score of 92.6%.
• Most satisfied customers among US flyers in YouGov’s 2024 US Airlines Report.
• Strong brand consideration among Millennials and Gen Z in the United States.

These achievements further cement Emirates’ standing as a consistently top-rated airline across demographics and geographies.

Peak Travel Advisory – Home Check-in Service; Photo- Emirates

Global Brand Benchmark and Industry Comparisons

Following Emirates in the YouGov 2025 Global Rankings:

1. Toyota (84.7%) – Despite global trade challenges, Toyota maintained brand strength with models like the bZ4X and Prius.
2. Levi’s (83.1%) – Boosted by creative campaigns, including a high-profile partnership with Beyoncé.
3. adidas (82.5%) – Gained popularity with its AE1 sneakers, which earned “Sneaker of the Year.”
4. Nintendo (82.1%) – Captured global attention with the release of Switch 2 and upcoming titles.
5. Nike (82.0%), Mercedes-Benz (81.8%), BMW (81.4%), trivago (81.0%), and Neutrogena (80.8%) rounded out the top 10.

In this prestigious company of iconic consumer brands, Emirates stands out not only as the sole airline but also as a symbol of premium travel excellence.

Photo: Emirates

Most Recommended Global Brand FAQs

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