Brand Finance’s Airlines 50 2026 report shows total brand value of top 50 airlines rises 11% to $147 billion in 2026
LONDON, 30 April 2026 –The global airline sector enters 2026 from a position of structural strength, even as it navigates heightened geopolitical uncertainty in the Middle East, according to the Airlines 50 2026 report by Brand Finance, the world’s leading brand valuation consultancy.
Ongoing conflicts in the region is contributing to volatility in global oil markets and creating potential operational pressures, including fluctuating fuel costs and airspace disruptions. Yet, the industry has repeatedly demonstrated resilience in the face of external shocks, from the COVID-19 pandemic to previous periods of geopolitical tension and fuel price instability. Against this backdrop, the combined brand value of the world’s top 50 airlines has risen 11% year-on-year to USD147 billion, reflecting sustained international travel demand, operational discipline, and strategic investments in premium offerings.
Delta retains its position as the world’s most valuable airline brand, with its brand value rising 25% to USD18.6 billion. The airline’s industry-leading reliability and commitment to service excellence continue to strengthen customer loyalty across domestic and international markets. Delta’s high on-time performance has reinforced repeat business and enhanced its reputation. By consistently delivering operational consistency and premium passenger experiences, Delta maintains a strong competitive position and a trusted brand perception worldwide.
United Airlines remains second in the ranking with a brand value of USD13.1 billion, up 7% year-on-year. The airline’s growth is underpinned by strong demand in international and premium travel, supported by targeted enhancements to the customer experience. Strategic investments in in-flight technology, loyalty programmes, and premium offerings have strengthened United Airlines’ ability to attract and retain high-value passengers. Across multiple revenue streams, the airline’s resilient financial position has enabled steady brand value gains, even amid broader economic uncertainty.
Emirates rises to third place with a brand value of USD10.6 billion, up 27% from 2025, and remains the most valuable airline brand outside North America. The airline’s global appeal is anchored in its premium service model, with strong demand for long-haul routes and high-performing premium cabins driving record half-year profits in 2025. Strategic investments in service quality and operational capacity at its Dubai hub have strengthened network connectivity and reinforced Emirates’ luxury positioning, supporting sustained brand value growth.
Vietjet is the fastest-growing airline brand in 2026, with its brand value soaring 117% to USD906 million. The brand’s growth is mainly driven by strategic international expansion to markets including Australia, India, Indonesia, Kazakhstan, and Russia, strong passenger demand with load factors reaching 86%, and diversified ancillary revenues, now accounting for 41% of total income. Combined with a young, fuel-efficient fleet and disciplined operations, these factors have propelled Vietjet’s rapid rise, firmly establishing it as the year’s fastest-growing airline brand.
Turkish Airlines records strong brand value growth, rising 27% to USD2.9 billion and reaching its highest-ever valuation. This performance positions the brand ahead of its European airline peers in terms of growth, outperforming the wider regional cohort. The increase reflects sustained demand, network strength, and effective brand positioning, reinforcing Turkish Airlines’ competitive standing within the European aviation landscape.
Savio D’Souza, Global Sector Head of Airlines, Brand Finance, commented:
“Airline and airport brands are no longer defined solely by routes and fleets, but by how effectively they respond to uncertainty. In today’s environment of geopolitical tension and cost volatility, the strongest brands are those that maintain operational discipline while continuing to deliver reliable, high-quality experiences. In 2026, airlines that combine resilience with premium offerings and a clear customer focus are best positioned to turn trust into sustained brand value.”
ANA (brand value up 23% to USD2.9 billion) has been named the strongest airline brand in the world, with a Brand Strength Index (BSI) score of 90.2/100 and an AAA+ rating, overtaking Southwest Airlines. Its strength reflects strategic international expansion, operational excellence, and market leadership. The 2025 consolidation of Nippon Cargo Airlines boosted cargo capacity, while strong inbound tourism and outbound travel lifted passenger demand. ANA also added new routes, including Haneda–Milan, Stockholm, and Istanbul, and domestic traffic rose through initiatives like the “ANA SUPER VALUE Sale.” According to Brand Finance’s market research data, the airline excels across reputation, preference, recommendation, and emotional connection metrics.
Southwest Airlines (brand value up 5% to USD6.7 billion) slips to second with a BSI score of 89.1/100 and an AAA rating, reflecting a slight dip due to changes in pricing policies, including ending “bags fly free” and introducing basic economy options. Despite these short-term challenges, Southwest’s strong customer loyalty, operational reliability, and recognised US domestic presence continue to underpin its brand strength.
Japan Airlines (brand value up 15% to USD2.9 billion) rises to third in the global ranking with a BSI score of 89.1/100 and an AAA rating, driven by expanded international services, service innovation, and targeted market engagement. Initiatives like JAL MaaS, linking air and rail travel, and efforts to promote regional tourism have strengthened both customer convenience and brand perception, helping JAL build a brand that is practical, aspirational, and trusted by travellers worldwide.
Saudia records a notable improvement in brand strength, with its rating upgraded to AA- in 2026, marking its strongest performance in over five years, up from A- in 2021. This reflects sustained progress in brand fundamentals and market perception. Over the past five years, Saudia has been among the 10 fastest-growing airline brands globally, achieving a compound growth rate of 21%, significantly outperforming the sector average of 15%. The brand has also demonstrated strong post-pandemic resilience, with brand value now 2.5 times higher than pre-recovery levels, outpacing many regional and global peers. In ranking terms, Saudia maintains its position at 32nd globally among airline brands and 15th within Saudi Arabia, while improving its standing in the Middle East, climbing two places to 37th.
The Airlines 50 2026 report offers an overview of the world’s most valuable and strongest airlines brands and brings together insights from other rankings such as the Airports 25 2026, which provides brand valuations of the top airport brands.
Meanwhile, Paris Aéroport tops the global airport ranking with a 36% brand value rise to USD1 billion, overtaking Heathrow Airport (brand value down 2% to USD972 million), driven by rising passenger traffic and strategic pricing initiatives. Singapore’s Changi Airport (brand value up 16% to USD889 million) remains the strongest airport brand worldwide, with a BSI score of 91.2/100 and an AAA+ brand strength rating, thanks to record passenger traffic, customer satisfaction, and award-winning service. Schiphol Airport (brand value up 39% to USD540 million) is the fastest-growing airport brand, benefiting from rising European travel demand and expanded connectivity.
Now in its 16th year, the Airports 25 2026 ranking 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.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
