Market research studies provide critical information about customer perceptions of an airline's Product and Service standards, image, branding ... and much more.

A key area of all Skytrax consumer research is defining "real-time" differentials between customer expectation and perception levels - evaluating the "designed versus delivered" product and service. The key areas of business activity for our Market Research section include:

   Product & Brand Awareness Tracking

   Global Customer Satisfaction Surveys

   Product & Service Performance Measurement

Starting with the publication in 1994 of the pioneering World Airline Passenger Satisfaction Survey, Skytrax have forged a key leadership in Customer Satisfaction Surveys across the global air transport industry.

Applying a variety of research options (intercept / onboard surveys, telephone interviews, online surveys) Skytrax studies are renowned across the airline and airport industries as the leading Customer Satisfaction studies - being regarded as the global benchmark in Passenger Satisfaction evaluation for the air transport industry.


Four key global studies are conducted annually by Skytrax :

   World Airline Passenger Satisfaction Survey

   World Airport Customer Satisfaction Survey

   Airline of the Year

   Airport of the Year


Skytrax consumer surveys are globally conducted, to ensure that research is undertaken across the widest spectrum of world markets, and is allied to the largest pool of potential survey companies - more than 500 airports worldwide are included in the WAPSS, contrasting with much smaller sample groups in some other studies.

Survey studies are designed and undertaken by Skytrax, and are not syndicated projects - which in selected instances can be clearly shown to be both restrictive and self-serving in terms of results. Again, we stress the Skytrax ethos of "without fear of favour" being applied to all such projects.

In 1990, Skytrax established the Travel Research Panel - followed in 1991 by the Business Research Group. These corporate, air travel consumer panels play a key role in all our Market Research studies, and are a truly unique source of research data in today's global air transport industry. The Panel numbers over 70,000 frequent travellers, with more than 85 nationalities represented.

Skytrax comply with international market research codes of conduct across all studies carried out by the organisation.