Sky High: Emirates / Photo © Emirates Emirates was ranked as the most recommended global brand for 2025 according to the recommendation survey by research company YouGov, making it the only airline to enter the top ten list.
The ranking is based on millions of surveys from active customers across 28 countries, reflecting the percentage of customers who claimed they would recommend the brand to friends or colleagues. Emirates achieved an impressive score of 88.4%, a significant margin above second place.
Sky High: Emirates / Photo © EmiratesWhat is YouGov?
YouGov is a global market research and data analytics company operating since 2000, with headquarters in London and offices around the world. It is publicly traded on the London Stock Exchange under the symbol YOU, and is considered a reliable and influential institution in public opinion surveys, brand metrics, and consumer behavior analysis.
Their main tool, YouGov BrandIndex, tracks consumer attitudes towards brands daily and provides accurate insights in real-time across various sectors, including aviation, technology, retail, food, politics, and more.
The 2025 recommendation rankings were based on more than one million surveys collected between June 1, 2024, and May 31, 2025, which accounted for the size of each brand's customer base in every market.
Photo: EMIRATESEmirates President Sir Tim Clark commented on the ranking: "This recognition reflects the deep bond and loyalty we have built with travelers worldwide. They trust us not only to get them to their destinations but to do so with quality, responsibility, and an exceptional standard. We will continue to set new benchmarks for travel experiences and remain a brand that customers are proud to recommend."
Emirates continues to place customer experience at the heart of its operations, investing in high-standard technologies, products, and services both in the air and on the ground.
During the first half of 2025, it launched routes to numerous new destinations, with a route to Hangzhou, China, expected to open later this year.
Additionally, the company inaugurated 9 innovative stores in Asia, Africa, and Europe, deployed the new A350 aircraft on flights to ten destinations, and became the world's first Autism Certified Airline, an important step in providing accessible flights
By the end of 2025, Emirates will operate a renewed fleet including Boeing 777, Airbus A380, and A350 with revamped interiors on flights to over 70 cities, nearly half of its network. This will include more than 2 million premium economy seats, expanding access to a higher standard of flying.
Emirates A380. Photo: shutterstockThe airline has already received similar recognition in the past: In 2024, it was ranked as the most recommended brand in the United Arab Emirates with a score of 92.6, leading satisfaction metrics among American audiences, including Millennials and Gen Z.
The YouGov 2025 ranking not only represents a marketing achievement but also serves as live evidence that a deep commitment to quality, service, and innovation can build global trust.