Emirates has been named the Most Recommended Global Brand for 2025 by YouGov, earning the highest recommend score among brands worldwide.
Emirates, based at Dubai International Airport, received the prestigious accolade with a Recommend score of 88.4%, positioning it as the leading brand over all international competitors. This achievement highlights the airline’s significant customer satisfaction and loyalty, as it was the only carrier to make it into the global top 10 list.
The 2025 YouGov Recommend Rankings, developed through insights from BrandIndex, assess brand advocacy by measuring the likelihood of current customers recommending a brand to others. Emirates’ performance notably surpassed the next closest brand, Toyota, which achieved a score of 84.7%.
The rankings were derived from over one million surveys conducted between June 1, 2024, and May 31, 2025, across 28 global markets. The scores were weighted according to market size and customer base, providing Emirates a data-supported lead over other prominent brands such as Levi’s, adidas, Nintendo, and Nike.
Sir Tim Clark, President of Emirates, attributed the airline’s success to its commitment to quality, innovation, and customer care, stating, “This recognition underscores the deep connection and loyalty we’ve built with passengers… to do so with care, reliability, and excellence.”
Throughout the first half of 2025, Emirates showcased a strong operational momentum with strategic expansions and investments focused on customer-centric improvements. The airline launched new routes, including three fresh destinations with Hangzhou set to follow, redesigned nine retail stores across Asia, Africa, and Europe, and introduced the Airbus A350 to ten cities. In addition, Emirates became the world’s first Autism Certified Airline™, demonstrating its commitment to inclusive travel.
Looking ahead, the airline plans to upgrade its aircraft, including the Boeing 777, Airbus A380, and A350, on nearly half its global network by December 2025, reaching over 70 cities. With 2 million Premium Economy seats expected to be offered, luxury travel will become more accessible to passengers.
This global recognition for Emirates follows multiple regional honors, including being named the Most Recommended Brand in the UAE with a score of 92.6% and having the most satisfied customers among US flyers according to YouGov’s 2024 US Airlines Report. Additionally, Emirates holds strong brand consideration among Millennials and Gen Z in the United States, reinforcing its reputation as a top-rated airline across diverse demographics and geographies.
In the 2025 YouGov Global Rankings, Toyota followed Emirates with a score of 84.7%, maintaining its brand strength despite global trade challenges. Levi’s, adidas, Nintendo, and Nike rounded out the top competitors, each with notable achievements in their industries.
According to YouGov, the rankings are based on daily survey responses from over 1 million customers across 28 markets, evaluating the likelihood of current customers to recommend a brand. Scores are tailored to account for the customer base size in each market.
Emirates’ top ranking in 2025 is a testament to its dedication to providing premium service offerings and consistent investment in enhancing the passenger experience across its global network.