Bremen, May 28, 2026 – The digital quality of airlines is no longer just a factor in the convenience of the booking process. It also influences how visible, trustworthy, and future-ready an airline is perceived to be. The new Airline Benchmark 2026 by team neusta and NetFederation shows just how significant the differences within Europe still are.
For the study, 30 European airlines were evaluated based on 126 criteria. The focus was on the areas of Insight into the Company, Visibility & AI Readiness, and Service & Usability. The survey took place in the third and fourth quarters of 2025.
Clear Leader, Significant Differences
At the top of the ranking is Lufthansa with 846 out of 1,000 points, followed by TUI fly and Norwegian. While some airlines are positioning themselves very consistently in the digital realm, the study reveals significant weaknesses across the board—especially where a digital presence must be more than just functional booking logic. The benchmark is therefore not merely a ranking but an assessment of the current state of an industry in transition. The evaluation focused not only on whether content and functions are available, but also on how consistently, transparently, and user-oriented digital offerings are implemented.
AI is becoming a new visibility factor
A key finding of the study: Many airlines have recognized the relevance of AI for search, consultation, and booking, but have so far only tapped into its potential to a very limited extent. Although 29 out of 30 airlines surveyed allow AI crawlers access to their websites, only a few actively use AI to enhance their own customer experience. “Many airlines open their doors to AI crawlers—that’s the minimum requirement. But the next step—actively using AI to enhance the customer experience—is something almost no one has mastered,” says Dirk Kabus, Managing Director at team neusta.
Trust doesn’t just happen on its own
In addition to AI, the benchmark also highlights a clear need for action in other areas. While around 90% of the airlines surveyed cite specific climate targets, only 37% transparently present their fleet’s carbon footprint. At the same time, 60% of the websites surveyed do not meet the technical standards for accessibility. “If you want credibility, you must also act digitally sustainably,” says Thorsten Greiten, Managing Director of NetFederation. “This is precisely one of the key messages of the benchmark: Digital quality does not arise in isolation within individual functions, but through the interplay of transparency, technical diligence, and strategic clarity.”
More than just a ranking
The Airline Benchmark 2026 thus does more than just show who is leading the way digitally. It also highlights which topics in the industry determine future viability—from visibility in AI systems to an accessible and trustworthy digital presence.
The complete study with rankings, trends, and recommendations is available for free download: Simply enter your email address at www.airline-benchmark.de – direct access!
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