Singapore, Thai and Cathay Pacific airlines named best airlines

In an interesting report in The International Herald Tribune today Roger Collins says that most airline surveys are predictable, but some are more predictable than others.

He says give me a couple of minutes to rate the best 10 international airlines and I will include, not in any particular order, Singapore Airlines, Emirates, Cathay Pacific, Qantas, Qatar Airways, Malaysia Airlines, Thai Airways, Air New Zealand, all other Asian or Middle Eastern carriers, plus Virgin Atlantic and British Airways. Shuffle the pack a few times and the same names will appear on lists for Best First Class, Best Business Class, Best Lounges, Best Cabin Staff and Best Catering.

The 2007 Airline of the Year survey by Skytrax Research – www.airlinequality.com – more or less confirms my predictions, with interesting surprises, and regional differences and insights.  The 11-month survey that concluded in June is based on more than 14 million interviews with respondents from 93 countries, and takes into account 40 product and service factors – from quality of check-in to seat comfort, cleanliness and meal choice to staff attitudes and problem-solving skills.

Singapore Airlines (up from seventh in 2006), was named Airline of the Year, is followed by Thai Airways (up from fourth), Cathay Pacific (same at third), Qatar Airways (up from sixth), Qantas (down from second), Malaysia Airlines (up from ninth), Air New Zealand (up from 18th), China Airlines (up from 10th), Emirates (down from fifth) and British Airways (down from first). (I was surprised not to see Virgin Atlantic in the top 10.)

Qatar Airways won Best First Class, among the handful of carriers that has not subsumed first into premium business, followed by Singapore Airlines, Cathay Pacific, Malaysia and Thai Airways.

According to the report, the ranking recognizes Qatar’s new premium terminal facilities in Doha, its home hub.

Singapore Airlines was Best Business Class, followed by Virgin Atlantic, Cathay, Malaysia and Air New Zealand.

Korean Air was voted Best Economy Class, followed by Malaysia Airlines, Singapore, Qatar and Asiana Airlines (which was also voted Best Airline in Northern Asia).  British Airways was rated Best trans-Atlantic Airline and Qantas, Best trans-Pacific Airline.

Star Alliance was voted best of the three airline alliances, arguably, because it has 17 members, the most of any alliance, and is more closely integrated than either SkyTeam, which placed second, or Oneworld (each with 10 airlines as members).

I suspect that this ranking reflects the growing integration of airport services and travelers’ experiences earning and redeeming miles among an alliance’s airline partners. (Interestingly, the survey does not venture into the arcane domain of frequent flier programs.)

But rating airlines is like comparing apples with oranges.  It all depends where you are and where you are going.  Short haul or long haul?  Cattle-class, premium economy or premium cabin?  Are you much bothered with the in-flight cuisine or entertainment, or a 180-degree “sleeper” seat?  Are you less (or more) appreciative (or forgiving) when traveling on business or vacation?  And, to coin a cliché, familiarity with the carrier you fly with most often can breed contempt, or what you might call enhanced criticism.  It may be one of those days: a hassle with security; late boarding; a lousy crew; a bumpy flight; lost bags. Don’t blame the airline, blame the law of averages.  As savvy customer relations folk know, a problem solved is a customer gained.

The Skytrax survey goes some way toward addressing my caveats by rating the quality of specific airline services.

Malaysia had the Best Cabin Staff, Emirates the Best In-Flight Entertainment, Gulf Air the Best First Class Catering, Austrian Airlines the Best Business Class Catering and Etihad Airways the Best Economy Class Catering.

Thai Airways’ Royal First Class lounge at Suvarnabhumi Bangkok Airport was voted Best First Class Lounge, followed by Qatar Airways premium lounge for first-class and business-class passengers at Dohar Airport, which features bedrooms for transit passengers, beauty and health treatments and restaurant-style eateries.

Also on the list are the Frankfurt airport lounge for Lufthansa, Cathay’s lounge at Hong Kong, and South African Airways’ lounge at Johannesburg.  Virgin Atlantic’s Club House lounge at Heathrow was voted the best for business class.

But it is regional ratings that really compare like with like.

With Jetstar coming in as the world’s Best World Low-Cost Airline, followed by Air Berlin and EasyJet, the best low-cost airline in Asia is Air Asia; in Africa, Kulula; the Middle East, Air Arabia; North America, JetBlue Airways; South America, Go!; India and Central Asia, Spicejet; South East Asia, Air Asia; Northern Asia, Skymark Airlines; and in China, Spring Airlines.

The common denominator with low-cost/no-frills carriers that is winning hearts and minds seems to be not cutting every service and comfort to the bone, but charging extra for certain facilities.

Predictably, Singapore Airlines scored top as Best Airline in Asia, but also Best Airline South East Asia. Qantas is Best Airline in Australasia, South African Airways in Africa, British Airways in Europe, Qatar Airways in the Middle East, Air Canada for North America; TAM Linhas Aereas in South America; Copa Airlines in Central America; Air Tahiti Nui for the Pacific; Dragonair in China; CSA Czech Airlines for Central Europe; and Jet Airways in Central Asia.

For flights within a region, the Best Regional Airlines are South African Airways in Africa; Bangkok Airways in Asia & South East Asia; Air Dolomiti in Europe; Midwest Airlines in North America; LAN in South America; and Copa Airlines for Central America.

Go to www.worldairlineawards.com for detailed results of the Skytrax survey, to confirm, or confound, your prejudices and predilections.

Report by The Mole