Dubai-based Emirates named most recommended global brand

Emirates has been named the Most Recommended Global Brand for 2025 by YouGov, outperforming international giants such as Adidas, BMW and Trivago. 

 

The Dubai-based carrier is the only airline to feature in YouGov’s top 10 brands this year, achieving an impressive score of 88.4%, significantly ahead of its nearest competitor.

 

This recognition highlights the airline’s exceptional customer experience, operational excellence and signature hospitality.

 

The rankings measure the percentage of a brand’s customers who would recommend it to a friend or colleague and are based on more than one million customer surveys conducted across 28 markets between 1 June 2024, and 31 May 2025.

 

Rounding out the top five brands are Toyota, Levi’s, Adidas and Nintendo, with Nike, Mercedes-Benz, BMW, Trivago and Neutrogena making up the remainder of the top 10. 

 

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Sir Tim Clark, President of Emirates, said the award recognised the deep connection and loyalty the airline had built with passengers all over the world. 

 

“Our customers trust us not only to get them to their destinations but to do so with care, reliability and excellence,” he added.

 

This latest accolade comes as Emirates continues to demonstrate powerful momentum across both brand and business metrics, recently being named the world’s fourth most valuable brand by Brand Finance and recognised as the world’s most profitable airline. 

 

For the financial year ending March 31, 2025, Emirates Group reported record profits of US$5.8 billion, a 20% increase year-on-year, on record revenues of US$34.9 billion, up 6%.

 

During the same period, Emirates carried 53.7 million passengers, up 3%, alongside a 4% increase in seat capacity.

 

Further milestones this year include Emirates becoming the world’s first Autism Certified Airline, expanding its network with three new destinations, opening nine reimagined travel retail stores and introducing its newest aircraft, the A350, to multiple destinations. 

 

By the end of 2025, Emirates will serve more than 70 cities worldwide.

 

For more information, visit www.emirates.com