airBaltic Reveals 2025 Customer Survey Results Showing Strong Loyalty and Exceptional Service Across the Baltics and Beyond

Latvian airline airBaltic has unveiled the findings of its comprehensive 2025 customer survey, highlighting the company’s sustained market leadership and strong passenger satisfaction throughout its core markets in the Baltics and Finland. The extensive survey, conducted among nearly 12,000 travelers from more than 25 countries, provides a detailed snapshot of customer preferences, travel habits, and perceptions of the airline’s services, underscoring airBaltic’s continued commitment to delivering an outstanding passenger experience.

Survey Methodology and Reach

The customer feedback was gathered through online interviews conducted in March 2025, focusing on airBaltic’s primary markets: Latvia, Lithuania, Estonia, and Finland. This wide-ranging approach ensured representation across different regions and traveler types, offering valuable insights into how passengers perceive airBaltic and what drives their loyalty to the brand.

Strong Brand Loyalty and Industry-Leading Net Promoter Score

The survey results reveal that an overwhelming 89% of respondents view airBaltic as their preferred airline. This preference is even more pronounced in the airline’s home markets, with 96% of Latvian customers, 93% of Estonians, and 90% of Finnish passengers naming airBaltic as their top choice. These figures demonstrate airBaltic’s dominant position within the regional aviation market.

Equally impressive is the airline’s Net Promoter Score (NPS), which reached +31 overall—substantially higher than the industry average. Frequent flyers and travelers departing from the hubs in Riga, Tallinn, and Vilnius reported even higher scores, ranging between +42 and +44. Such high NPS levels indicate a strong likelihood of repeat business and positive word-of-mouth promotion, which are crucial for sustained growth in the competitive airline sector.

Exceptional Passenger Satisfaction and Brand Associations

Customer satisfaction remains remarkably high, with 96% of respondents expressing that they were satisfied or highly satisfied with their most recent flight experience with airBaltic. Passengers most frequently associated the airline with key attributes such as convenient flight schedules (51%), attractive price promotions (43%), and a broad network of direct flights (31%). These factors collectively distinguish airBaltic in a crowded market and resonate deeply with travelers seeking reliability and value.

High Marks for In-Flight Experience and Cabin Crew

The in-flight experience continues to be a cornerstone of airBaltic’s appeal. An impressive 95% of passengers praised the professionalism, friendliness, and positive attitude of the cabin crew. Additionally, 93% commended the crew’s language skills and the overall atmosphere onboard, highlighting factors like cleanliness, lighting, and seating comfort.

Passengers also recognized the crew’s attentiveness and operational efficiency, with 92% satisfied with their availability throughout the flight. The onboard food and beverage service received positive feedback from 80% of travelers, particularly those from Estonia, Germany, and Finland. These responses reflect airBaltic’s consistent focus on maintaining a high standard of service that meets diverse customer expectations across its key markets.

Smooth Airport and Ground Services

Beyond the flight itself, airBaltic customers reported favorable experiences with airport services, particularly at the airline’s main hub in Riga Airport (RIX). Seventy percent of respondents rated the boarding bridge transfers as smooth and efficient, while 69% confirmed timely baggage handling and delivery. Furthermore, 62% expressed satisfaction with the transfer facilities for connecting flights, underscoring airBaltic’s strong coordination and operational reliability on the ground.

Travel Purpose and Passenger Demographics

The survey also highlighted the airline’s appeal to leisure and family travelers. Leisure trips, including activities such as shopping and sightseeing, accounted for 21% of recent flights, while 20% of passengers were traveling to visit friends or family. This data demonstrates airBaltic’s vital role in connecting people for both holiday and personal reasons, reinforcing its importance as a family-friendly carrier in the region.

Growing Popularity of airBaltic Club Loyalty Program

Loyalty program engagement is on the rise, with airBaltic Club reaching 1.5 million active members and growing steadily. The survey found that 57% of all respondents were aware of the program, with awareness particularly high in Estonia (82%) and Latvia (79%). Among those familiar with the club, 78% reported active membership, marking a significant increase over the previous year. Membership rates are notably strong in Latvia (84%), Estonia (80%), and Lithuania (75%), underscoring the airline’s deep connection with its core customer base.

Tailored Travel Options and Business Class Enhancements

airBaltic’s customer-focused service model allows passengers to customize their travel experience by choosing from a range of optional add-ons, including seat reservations, meal pre-orders, and checked baggage. Business Class customers enjoy additional benefits such as priority boarding, gourmet meals, and enhanced privacy, ensuring a premium journey tailored to their needs.

Dominant Online Booking Channel

More than half of airBaltic’s customers book directly through the airline’s official website, confirming its role as the preferred and trusted platform for travel planning. An additional 22% of passengers use other online travel platforms, emphasizing the importance of digital sales channels in the modern airline landscape.

Outlook and Network Expansion

The 2025 survey results reaffirm airBaltic’s successful hybrid carrier model, which combines the quality of full-service airlines with affordable pricing and flexibility. This approach has helped position airBaltic as a reliable and favored partner for travelers across its network.

Operating nearly 130 routes from key bases in Riga, Tallinn, Vilnius, Tampere, and seasonally Gran Canaria, airBaltic connects passengers to a broad range of destinations throughout Europe, the Middle East, North Africa, and the Caucasus region. This extensive network supports the airline’s strategic goals of growth and enhanced connectivity, offering travelers diverse options for business and leisure journeys.

The comprehensive customer feedback collected by airBaltic in 2025 highlights the airline’s strengths in customer satisfaction, brand loyalty, and service quality. With strong support in its home markets and increasing recognition elsewhere, airBaltic is well positioned to maintain its market leadership and continue delivering an exceptional travel experience. The airline’s focus on combining convenience, affordability, and premium service resonates clearly with its passengers, reinforcing airBaltic’s reputation as a preferred choice in the competitive regional aviation market.