Emirates named world’s most recommended global brand for 2025
UAE airline achieves 88.4% score in YouGov BrandIndex global rankings
DUBAI: Emirates has been recognised as the Most Recommended Global Brand for 2025 by international research firm YouGov, earning the highest score among all companies surveyed.
The Dubai-based carrier, also the world’s largest international airline, achieved a recommendation score of 88.4% and is the only airline included in the global top 10 list.
The rankings are compiled using YouGov’s BrandIndex, based on over one million customer surveys conducted across 28 markets between 1 June 2024 and 31 May 2025. The ‘Recommend’ score reflects the percentage of current customers who would endorse the brand to others, weighted by market size and brand reach.
Customer loyalty
Sir Tim Clark, President of Emirates Airline, credited the accolade to the strong rapport built with passengers globally. “This recognition underscores the deep connection and loyalty we’ve built with passengers all over the world, who trust us not only to get them to their destination, but to do so with care, reliability, and excellence,” he said.
The airline continues to set benchmarks in premium travel, consistently investing in new technology, customer service, and elevated in-flight and ground experiences. Emirates’ brand promise to “Fly Better” remains central to its operations and customer engagement.
Expanding horizons
In the first half of 2025, Emirates launched three new routes, with a fourth – Hangzhou – on the horizon. The airline also opened nine redesigned travel retail stores across Asia, Africa and Europe, introduced its A350 aircraft to 10 destinations, and was officially designated as the world’s first Autism Certified Airline.
By the end of 2025, Emirates is set to offer services to over 70 cities using Boeing 777s, A380s, and A350s equipped with its latest interiors. Premium Economy capacity is also expanding rapidly, with more than two million seats to be available by December.
Previous recognition
This is not the airline’s first appearance in YouGov’s recommendation rankings. In 2024, Emirates was named the most recommended brand in the UAE with a score of 92.6.
In the US market, the airline topped customer satisfaction levels among flyers and featured in the top 10 most considered airlines by both Millennials and Gen Z.