«airBaltic» Annual Customer Survey Reveals Strong Loyalty and High Satisfaction

Foto: airBaltic.com | Autors: airBaltic.com | 2025.05.30

The Latvian airline airBaltic has summarized the results of its annual customer survey for 2025. The extensive study, conducted among nearly 12 000 direct customers who have travelled with airBaltic, provides valuable insights into passenger habits, preferences, and satisfaction levels. The results confirm the company’s strong market presence in the Baltics and Finland, as well as its commitment to delivering an outstanding customer experience.

The survey covered respondents from more than 25 countries, with a focus on airBaltic’s home markets – Latvia, Lithuania, Estonia, and Finland. Data was collected via online interviews in March 2025.

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Pauls Cālītis, Interim CEO and COO of airBaltic: “We are grateful for the continued trust and positive feedback from our passengers. The results of this survey once again confirm that customers highly value the travel experience airBaltic provides. These insights are essential in helping us evolve, guiding our ongoing efforts to enhance services and meet the changing needs of passengers. We are also proud that our brand is increasingly seen as modern and fresh, reflection a Nordic character – a clear signal that our commitment to simplicity, quality, and thoughtful design resonates across markets. Looking ahead, we will continue to invest in customer-centric innovation, expand our network, and maintain a strong focus on satisfaction – ensuring that airBaltic remains the airline of choice for travellers in the Baltic region and beyond.”

The following sections highlight the most important survey results and key conclusions.

Strong Brand Preference and NPS

airBaltic remains the airline of choice for 89% of respondents, reflecting a consistently strong preference across all surveyed markets. The airline is particularly well regarded in Latvia (top preference for 96%), Estonia (93%), and Finland (90%).

In addition, airBaltic’s Net Promoter Score (NPS) reached +31, which is significantly above the industry average. Even higher ratings were recorded among frequent flyers and passengers from Riga, Tallinn, and Vilnius – where NPS ranged from +42 to +44.

Overall satisfaction with the airBaltic experience remains very high – 96% of respondents stated they were satisfied, very satisfied, or completely satisfied with their most recent flight.

airBaltic customers most commonly associate the brand with convenient flight times (51%), reasonable price promotions (43%), and an extensive network of direct flights (31%) – all key factors that distinguish the airline in a competitive market.

High Ratings for On-board Experience and Crew

Passenger feedback on the in-flight experience continues to be consistently positive, supporting airBaltic’s strong service reputation. A notable 95% of respondents appreciated the crew’s professionalism, friendliness, and positive attitude, while 93% mentioned their language skills and the overall on-board environment, including cleanliness, lighting, and comfort.

The crew’s availability and efficiency were also recognized by 92% of travellers, and 80% expressed satisfaction with the food and beverage service. These favourable ratings were particularly evident among passengers from Estonia, Germany, and Finland, reflecting airBaltic’s ongoing efforts to offer a consistent and pleasant on-board experience across its key markets.

Seamless Airport Experience

Passengers also reported a positive post-flight and airport experience, particularly at airBaltic’s home base in RIX Riga Airport. 70% of respondents rated boarding bridge transfers as smooth and efficient, while 69% confirmed the timely handling and delivery of baggage. In addition, 62% expressed satisfaction with the airport’s transfer area for connecting flights. These results point out airBaltic’s strong coordination with its main hub and its ongoing focus on delivering a seamless and reliable ground experience for travellers.

Purpose of Travel

Moreover, the survey emphasizes the airline’s strong appeal to leisure and family travellers. Leisure travel, including shopping and sightseeing, accounted for 21% of previous flights, while 20% of passengers travelled to visit friends or family – reflecting airBaltic’s growing role in connecting loved ones and supporting family-friendly holidays across its network.

Growing Awareness and Loyalty

Furthermore, the survey indicates growing awareness and engagement with the airBaltic Club loyalty programme. With 1.5 million and continuously growing active members, 57% of respondents across all markets were aware of the programme, with the highest awareness in Estonia (82%) and Latvia (79%).

Among those familiar with the programme, 78% reported being active members – a significant increase from the previous year. Membership is particularly strong in Latvia (84%), Estonia (80%), and Lithuania (75%), highlighting airBaltic’s strong customer connection in the region.

airBaltic’s customer-centric approach – combining comfort, flexibility, and value – continues to resonate with travellers. Passengers can tailor their journeys with optional services such as seat reservations, meal pre-orders, and checked baggage, while Business Class customers enjoy a premium experience including priority services, gourmet meals, and increased privacy on-board.

airBaltic.com Remains the Primary Purchase Channel

The majority of customers – over 50% – continue to book their flights directly via the airBaltic website, with another 22% using similar travel platforms. This confirms it as the key sales channel and a trusted point of contact for passengers planning their journeys.

Overall, the 2025 survey confirms that airBaltic’s model as a hybrid carrier – merging full-service quality with affordable travel – continues to deliver strong results, positioning the airline as a trusted and preferred travel partner across its network.

airBaltic operates nearly 130 routes from Riga, Tallinn, Vilnius, Tampere, and, seasonally, Gran Canaria, offering connections to a wide range of destinations in the airline's route network in Europe, the Middle East, North Africa, and the Caucasus region. A complete schedule of airBaltic flights and tickets are available on the company's homepage at www.airbaltic.com.