Delta tops airline ranking once again, Malaysia Airlines returns with fastest brand value growth

New data from Brand Finance reveals brand value recovery across the sector as international travel demand surges

• Delta retains title of world’s most valuable airline brand for 7^th year, brand value up 38% to USD14.9 billion
• Malaysia Airlines re-enters the ranking after a decade as the fastest-growing airline brand, brand value up 209%
• Total airline brand value jumps 29% as demand for premium travel and global connectivity rebounds
• Southwest and ANA lead in brand strength
• Heathrow and Changi airports remain world’s most valuable and strongest airport brands, respectively

JOHANNESBURG, 15 April 2025 – Delta has retained its title of the world’s most valuable airline brand for the seventh year running, according to the latest report by Brand Finance, the world’s leading brand valuation consultancy.

Now in its 15^th year, the report is the longest-running study of its kind, ranking the world’s most valuable and strongest airline brands. This year’s research spans 30 markets, includes insights from over 30,000 respondents, and evaluates 124 brands. According to Brand Finance research, Delta’s brand value increased by 38% to USD14.9 billion, driven by strong financial performance, premium revenue growth, and continued investments in customer experience and sustainability.

Malaysia Airlines recorded the fastest brand value growth in the ranking, soaring 209% to USD607 million. After a ten-year absence from the table, the airline returns to 45^th place following a remarkable turnaround centred on fleet modernisation, operational efficiency, and international expansion. Meanwhile, Saudia grew its brand value by 34% to reach USD1.1 billion, surpassing the USD1 billion mark for the first time and becoming the fastest-growing airline brand in the Middle East.

The combined brand value of the world’s top 50 airlines surged by 29% year-on-year to USD132.4 billion, 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.

Regionally, North America continues to lead, contributing over 40% of total airline brand value. However, Asia-Pacific is the fastest-growing region, powered by Chinese carriers and increasing international demand.

Savio D’Souza, Senior Director, Brand Finance, commented:

“Airlines are capitalising on the rebound in international mobility, with the total brand value of the top 50 airlines rising 29% year-on-year to USD132.4 billion. 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.”

Southwest Airlines is the world’s strongest airline brand, earning a Brand Strength Index (BSI) score of 91.1/100. According to Brand Finance research, the US low-cost giant scores highly for reputation, recommendation, and customer loyalty. ANA leads among full-service carriers, with a BSI score of 86.2/100, bolstered by strong performance in its home market of Japan.

Heathrow Airport retains its position as the most valuable airport brand globally, while Singapore’s Changi Airport remains the strongest, with airports also benefiting from growing passenger volumes and infrastructure investment. The total brand value of the top 25 airport brands rose 16% year-on-year – a nearly 60% rebound since 2021.

Note to Editors

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the world’s biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. The world’s top 50 most valuable and strongest airline brand and top 25 most valuable and strongest airport brands are included in the Brand Finance Airlines 50 2025 report.

Brand value is understood as the net economic benefit that a brand owner would achieve by licensing the brand in the open market. Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. The full ranking, additional insights, charts, more information about the methodology, and definitions of key terms are available in the Brand Finance Airlines 50 2025 report.

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