The Latvian airline airBaltic has summarized the results of its annual customer insight study, providing a data-based view of how travellers across its key markets plan, choose and evaluate air travel. Based on feedback from more than 21 000 respondents who have travelled with airBaltic, the survey highlights strong passenger satisfaction, high willingness to recommend the airline, and clear customer expectations regarding direct connectivity, reliable service, digital convenience and overall travel experience.
The survey covered respondents from more than 25 countries, with a focus on airBaltic’s home markets – Latvia, Estonia, Lithuania, and Finland. Data was collected via online interviews in March 2026.
Reklāma
Erno Hildén, CEO of airBaltic: “For us, customer feedback is one of the most direct and valuable ways to understand how airBaltic is performing. Every journey and passenger matters – whether it is someone who flies with us regularly, someone who travels less often and for whom each flight is a special occasion, or someone choosing airBaltic for the very first time. This year’s survey shows high overall satisfaction and willingness to recommend airBaltic, and positive ratings across key parts of the journey, from booking and check-in to the on-board experience. These results are encouraging, but they are also a responsibility. Our focus remains on listening to customers, understanding what they value most, and continuing to develop the services and products we provide.”
The following sections highlight the key conclusions:
Strong Satisfaction and Recommendation Levels
Overall satisfaction with the airBaltic experience remains high, with 97% of respondents stating that they were satisfied, very satisfied or completely satisfied with their most recent flight. Strong satisfaction levels were recorded across airBaltic’s main markets, including Latvia, Lithuania, Estonia and Finland.
The company’s Net Promoter Score (NPS) improved year-on-year, reaching +36. That’s an increase of 5 points compared to 2025, thus indicating a strong willingness among customers to recommend the airline to others. Nearly half of respondents were classified as promoters, with particularly strong results recorded in Lithuania and Finland, where the NPS reached +47.
The NPS score for Business Class service reached +46, representing an increase of 9 points compared to 2025, and reflecting the continuous improvement of both the product offering and the overall customer experience. Passengers highlighted several key reasons for choosing Business Class, including priority check-in and boarding, fast track and lounge access, and seating at the front of the cabin with an extra free seat for added privacy and comfort. In Latvia, complimentary meals and unlimited beverages were also identified as distinctive benefits that further enhanced the appeal of the Business Class experience.
Direct Connectivity and Convenient Flight Times Remain Key Decision Drivers
The study shows that airBaltic customers most commonly associate the brand with convenient flight times, attractive price promotions and an extensive network of direct flights. These factors remain central to the airline’s position in a competitive market and continue to influence how customers choose their flights.
At the same time, the data indicates a strong level of brand preference. Overall, 59% of passengers said that airBaltic is their first choice when deciding which airline to fly with. In the Baltic countries, airBaltic is the first airline that comes to mind for almost 70% of passengers.
Notably, for the current summer season, airBaltic does not plan to use ACMI capacity, as all its flights are planned to be operated by the airline’s own fleet.
Digital Journey Plays an Increasingly Important Role
Passengers reported strong satisfaction with the pre-flight stage of their journey. 97% of respondents positively evaluated the ticket purchase, payment process and online check-in, while 96% gave positive ratings to the clarity of information about flight schedules, ticket types and the purchase process.
The airBaltic website remains an important starting point for customers, with 46% of respondents beginning the ticket purchase process by going directly to the airline’s homepage. A further 19% started their search in the airBaltic mobile app, underlining the growing importance of airBaltic’s own digital channels in the customer journey.
Brand asset – Remarkably High Ratings for Crew and On-board Experience
Passenger feedback on the in-flight experience remains consistently positive. 97% of respondents positively evaluated the crew’s professionalism, friendliness and positive attitude, while the same share also gave positive ratings to the crew’s language skills.
The crew’s availability and efficiency were also recognized by 97% of travellers, while 95% positively rated the overall on-board ambience, including cleanliness, lighting and comfort. In addition, 85% of respondents who had experience with free high-speed internet on board rated the service positively.
Free high-speed Starlink internet is already available on more than half of the airBaltic fleet, enabling passengers to stay connected from boarding to landing. The airline is also enhancing the onboard digital experience with Skynet, a new platform available on personal devices throughout the flight, bringing together key travel information, onboard services and curated partner offers in one seamless portal.
Family and Leisure Travel Lead Passenger Purposes
The study confirms airBaltic’s important role in leisure and family travel across the region. Family holidays were the most common purpose of respondents’ previous flight, mentioned by 30% of customers, followed by leisure travel, such as shopping and sightseeing, at 24%, and visiting friends or family at 19%.
Most airBaltic customers also continue to plan their trips in advance. 80% of respondents said their previous flight was a planned trip, while 20% described the ticket purchase as spontaneous.
Loyalty and Word-of-Mouth Strengthen Customer Relationship
The survey also indicates strong awareness and engagement with the airBaltic Club loyalty programme. 87% of respondents stated that they were aware of the programme, and among those aware of airBaltic Club, 83% said they were members. Membership levels were particularly strong in the Baltics, highlighting airBaltic’s close customer connection in its home markets.
Strong Ratings for Customer Support and Assistance
Customer feedback highlights the continued strength of airBaltic's post-flight service experience, with support services receiving the highest satisfaction ratings. More than nine out of ten passengers (91%) confirmed that customer support and service information were readily available when needed, demonstrating the airline's commitment to assisting customers throughout their journey. Complaint handling also received strong ratings (87%), while 71% of passengers positively evaluated the seamless transfer process from the aircraft to the airport terminal at RIX Riga Airport, including boarding bridges and overall arrival experience.
These results confirm airBaltic's focus on delivering a reliable and customer-centric travel experience beyond the flight itself, contributing to overall passenger satisfaction and loyalty.
Over the past 30 years, airBaltic has evolved into a globally respected carrier. Now the airline is connecting the Baltic States to 80 destinations across Europe and beyond, providing essential infrastructure and global connectivity for the region. A complete schedule of airBaltic flights and tickets are available on the company's homepage at www.airbaltic.com.
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