Bremen, February 18, 2025 - Digital excellence is more than just a competitive advantage for airlines today - it is a decisive success factor. The new Airline Benchmark 2025 by team neusta and NetFed examines the digital presence of 40 European airlines and shows how well they are positioned in the areas of customer communication, usability and technical excellence. Lufthansa leads the ranking with 70% of the criteria assessed, setting the benchmark in the industry. Condor and EasyJet are also among the leaders. The results make it clear that many airlines still have a lot of catching up to do - particularly in the areas of price transparency, sustainable booking options and barrier-free digital experiences.
The study is based on 135 criteria in four core areas: trust-building information, dialog and social media, technical quality and accessibility as well as usability in the booking process, which has the highest weighting at 60%. The results show clear differences in the digital performance of the airlines. While some airlines already offer seamless customer experiences and efficient processes, others struggle with slow loading times, complicated booking routes and limited payment options.
There is potential for improvement in the booking process in particular: only 40% of airlines enable fast and intuitive booking with a maximum of six steps. Transparency in prices and fees is still a weak point - many airlines only offer complete price overviews or alternative price options late in the process. In addition, only a few providers have price alerts or flexible fare systems that specifically point customers to cheaper alternatives.
Payment processes are also a critical factor: although a large selection of payment methods can prevent purchase abandonment, only two thirds of airlines offer more than ten options. Local payment methods and digital payment services are often not sufficiently taken into account, which makes booking more difficult for international customers.
Dirk Kabus from team neusta emphasizes: “Digitalization is no longer just a competitive advantage - it is a necessity. Our Airline Benchmark 2025 clearly shows that many airlines are still wasting valuable potential when it comes to the seamless and user-friendly design of their digital touchpoints. Today's travelers expect intuitive processes, maximum flexibility and transparent offers - those who fail to meet these expectations risk losing market share.”
Thorsten Greiten, Managing Director at NetFed, emphasizes the economic relevance of digitalization for airlines: “A fast, transparent booking process and flexible payment options are not only key success factors for customer satisfaction, but also a strategic lever for revenue growth. Airlines that invest here secure long-term competitive advantages.”
In addition to efficiency and usability, the study also examines the influence of digital strategies on sustainability. Despite growing demand for environmentally friendly travel, only 50% of airlines offer carbon offsetting options. The study recommends greater integration of sustainable booking and service options in order to meet the expectations of modern travelers.
The Airline Benchmark 2025 provides valuable insights for companies that want to optimize their digital strategy and strengthen their market position. The results show that digital excellence is crucial to a company's success - airlines that transform themselves early on benefit in the long term from greater customer loyalty and improved brand perception.
All results and further information can be viewed at www.airline-benchmark.de.
The study is based on 135 criteria in four core areas: trust-building information, dialog and social media, technical quality and accessibility as well as usability in the booking process, which has the highest weighting at 60%. The results show clear differences in the digital performance of the airlines. While some airlines already offer seamless customer experiences and efficient processes, others struggle with slow loading times, complicated booking routes and limited payment options.
There is potential for improvement in the booking process in particular: only 40% of airlines enable fast and intuitive booking with a maximum of six steps. Transparency in prices and fees is still a weak point - many airlines only offer complete price overviews or alternative price options late in the process. In addition, only a few providers have price alerts or flexible fare systems that specifically point customers to cheaper alternatives.
Payment processes are also a critical factor: although a large selection of payment methods can prevent purchase abandonment, only two thirds of airlines offer more than ten options. Local payment methods and digital payment services are often not sufficiently taken into account, which makes booking more difficult for international customers.
Dirk Kabus from team neusta emphasizes: “Digitalization is no longer just a competitive advantage - it is a necessity. Our Airline Benchmark 2025 clearly shows that many airlines are still wasting valuable potential when it comes to the seamless and user-friendly design of their digital touchpoints. Today's travelers expect intuitive processes, maximum flexibility and transparent offers - those who fail to meet these expectations risk losing market share.”
Thorsten Greiten, Managing Director at NetFed, emphasizes the economic relevance of digitalization for airlines: “A fast, transparent booking process and flexible payment options are not only key success factors for customer satisfaction, but also a strategic lever for revenue growth. Airlines that invest here secure long-term competitive advantages.”
In addition to efficiency and usability, the study also examines the influence of digital strategies on sustainability. Despite growing demand for environmentally friendly travel, only 50% of airlines offer carbon offsetting options. The study recommends greater integration of sustainable booking and service options in order to meet the expectations of modern travelers.
The Airline Benchmark 2025 provides valuable insights for companies that want to optimize their digital strategy and strengthen their market position. The results show that digital excellence is crucial to a company's success - airlines that transform themselves early on benefit in the long term from greater customer loyalty and improved brand perception.
All results and further information can be viewed at www.airline-benchmark.de.
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