After taking the top spot away from Southwest last year, Virgin America dropped to fourth place this year and Southwest regained first place in YouGov BrandIndex’s annual holiday travel satisfaction rankings. Southwest was the only major airline to increase its Satisfaction scores by a close to statistically significant margin in the past 90 days.
JetBlue, in third place last year, climbed to second, while Alaska (which is acquiring Virgin America), leaped over Virgin America to take third place in satisfaction.
Ultra-low price carrier Spirit, which has long had a reputation for less than ideal customer service, actually saw its Satisfaction scores go up since last year as well as over the past three months.
For the past 90 days, YouGov BrandIndex surveyed consumers 18 and over who are considered “likely fliers” – they responded that they are very likely, likely or somewhat likely to take a domestic leisure trip in the next 12 months. To determine satisfaction, respondents are asked to indicate if they are a satisfied or a dissatisfied customers.
The Satisfaction score can range from 100 to -100 with a zero score equaling a neutral position.