Bremen, February 18, 2025 – Digital excellence is more than just a competitive advantage for airlines today – it is a decisive factor for success. The new Airline Benchmark 2025 from 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 evaluated, setting the standard in the industry. Condor and EasyJet are also among the top performers. The results illustrate that many airlines still have considerable ground to make up – particularly in the areas of price transparency, sustainable booking options, and accessible digital experiences.
The study is based on 135 criteria in four core areas: trust-building information, dialogue and social media, technical quality and accessibility, and usability in the booking process, which is given the highest weighting at 60%. The results show clear differences in the digital performance of airlines. While some airlines already offer seamless customer experiences and efficient processes, others struggle with slow loading times, complicated booking processes, and limited payment options.
There is particular room for improvement in the booking process: only 40% of airlines enable fast and intuitive booking with a maximum of six steps. Transparency in prices and fees remains 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 wide range of payment methods can prevent abandoned purchases, 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 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 in this area 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 CO₂ compensation 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 looking to optimize their digital strategy and strengthen their market position. The results show that digital excellence is crucial to business success – airlines that transform early on benefit in the long term from higher customer loyalty and improved brand perception.
All results and further information are available at www.airline-benchmark.de.
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