Emirates has been named the most valuable airline brand in the Middle East, with Qatar Airways and Saudia also achieving significant results in an annual report by Brand Finance.
Now in its 15th year, the report is the longest-running study of its kind, ranking the world’s most valuable airline brands.
This year’s research spans 30 markets, includes insights from more than 30,000 respondents, and evaluates 124 brands.
Airline brand value ranking
According to Brand Finance research, American carriers led the world in terms of brand value. It named Delta as the world’s most valuable airline brand.
Delta’s brand value increased by 38 per cent to $14.9 billion, driven by strong financial performance, premium revenue growth, and continued investments in customer experience and sustainability.
However, Emirates stood out as the leading Gulf carrier according to Brand Finance.
Emirates (up 27 per cent to $8.4bn) holds steady as the most valuable airline brand outside the US, in fourth place globally.
The Dubai-based carrier continues to reinforce its image as a luxury airline through award-winning in-flight service, extensive route expansion, and high-profile sponsorship campaigns.
Emirates’ ongoing recognition as the best airline in the Middle East further bolsters its brand equity on the global stage.
Qatar Airways also performed well, (up 23 per cent to $3.9bn) retains its status as one of the world’s premier luxury carriers.
The brand boasts a modern fleet, award-winning service, and network growth. Continued momentum from the 2022 FIFA World Cup has positioned Qatar as a more tourist-friendly destination, increasing inbound travel and supporting the airline’s global appeal.
CEO Badr Mohammed Al Meer noted the airline’s best-ever revenues and profit margins in 2024, underscoring strong brand and business performance.
The combined brand value of the world’s top 50 airlines surged by 29 per cent year-on-year to $132.4bn, reflecting the continued recovery of global aviation.
As demand for long-haul and premium leisure travel outpaces budget options, full-service carriers (FSCs) are outperforming low-cost competitors in both growth and value share.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with industry standards.
It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a “brand value” understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
Savio D’Souza, Senior Director, Brand Finance, said: “Airlines are capitalising on the rebound in international mobility, with the total brand value of the top 50 airlines rising 29 per cent year-on-year to $132.4bn.
“This growth is being driven by shifting consumer preferences: premium and loyalty revenue streams now account for over half of total income at leading carriers like Delta.
“As demand accelerates for high-quality, long-haul travel experiences, brands that deliver reliability and service excellence are pulling ahead of the competition. However, this momentum is not without potential challenges.
“Economic uncertainty, including the impact of new tariffs and operational challenges like delayed jet deliveries, could dampen expansion plans and brand growth. The months ahead will be a test of how airline brands balance ambition and resilience.”
Saudia achieved a significant milestone, reaching a brand value of $1.1bn, a 34 per cent increase from the previous year. This achievement underscores Saudia’s commitment to innovation and excellence within the global aviation industry.
The assessment considers various factors including business performance, strategic initiatives, and audience perception to determine overall brand strength.
Khaled Tash, Chief Marketing Officer of Saudia Group said: “Achieving a brand value of $1bn is a testament to our strategic initiatives and operational excellence, as well as the unwavering trust and loyalty of our guests.
“At Saudia, we are committed to pushing the boundaries of innovation in aviation, ensuring that every journey with us is a step towards excellence.”
Brand Finance 2025 Airline brand value ranking
- Delta, United States
- United Airlines, United States
- American Airlines, United States
- Emirates, United Arab Emirates
- Southwest Air, United States
- British Airways United Kingdom
- China Southern, China
- Qatar Airways, Qatar
- Air Canada, Canada
- China Eastern, China
- Air China, China
- Lufthansa, Germany
- Ryanair, Ireland
- Air France, France
- Singapore Air, Singapore
- Qantas, Australia
- Korean Air, South Korea
- Japan Air, Japan
- ANA, Japan
- Jetblue Airways, United States
- Turkish, Türkiye
- Easyjet, United Kingdom
- Alaska, United States
- Airasia, Malaysia
- Iberia, Spain
- KLM, Netherlands
- Indigo, India
- LATAM, Brazil
- Cathay Pacific, China
- Thai Airways, Thailand
- Eva Airways, China
- Saudia, Saudi Arabia
- Asiana, South Korea
- Hainan, China
- Vueling, Spain
- China Airlines, China
- Jet2.com, United Kingdom
- Shenzhen Airlines, China
- Etihad Airways, United Arab Emirates
- Xiamen, China
- Swiss, Switzerland
- Wizz Air, Hungary
- Jetstar, Australia
- Spring Airlines, China
- Malaysia, Malaysia
- Juneyao, China
- Air New Zealand, New Zealand
- Virgin Atlantic, United Kingdom
- Aeroflot, Russia
- Spirit, United States
Follow us on
