JetBlue Airways, Delta and Southwest Airlines are tops for CX in travel

JetBlue Airways, Delta and Southwest Airlines are the big winners in customer experience (CX) in travel, just as the industry is facing a likely crisis. Economic uncertainty as a result of President Donald Trump's tariffs and concerns about potential human rights violations and immigration policies threaten travel in the United States. With this backdrop, J.D. Power recently released the 2025 North American Airline Satisfaction Study, which ranks airlines on CX in travel. The global consumer insights organization admitted that the gains shown in this ranking may get rolled back as a result of these geopolitical and economic factors. 

While it pointed out that the post-Covid era of "revenge travel" is over, consumer confidence is sinking, a recession is looming and tourism is down, J.D. Power maintained that airlines are entering the crisis in a position of strength. After all, overall passenger satisfaction is up six points, on a scale of 1,000, from the previous year. 

In addition, the organization is emphasizing the importance of brands elevating travelers who choose their airlines.

"It's clear that market dynamics are changing and will likely affect passenger experience in the coming weeks and months," said Michael Taylor, senior managing director of travel, hospitality, retail and customer service at J.D. Power. "Airlines will likely have a tougher year this year, economically, but the key to their longer-term success will be how well they manage economic headwinds without compromising on customer experience." 

JetBlue, Delta and Southwest named best for CX in travel

This study measured passenger satisfaction with airlines in North America by looking at performance in seven categories rated on a six-point rating scale. Specifically, the measurements of airline staff, digital tools, ease of travel, level of trust, on-board experiences, pre- and post-flight experiences and value for the price paid determined the placement of each airline. J.D. Power surveyed 10,224 passengers who had flown on a major North American airline within a month of completing the survey. 

Most consumers fall into the category of economy/basic economy class travelers and their positive experiences with airline staff lifted customer satisfaction by nine points since 2024. J.D. Power attributes this increase to the human touch and avoidance of issues that might sour people on travel. Fewer than 10 percent of North American airline passengers experienced problems. Of those who did in all segments, the majority faced flight delays. 

"Customers who did not cite a problem had satisfaction scores that were 125 points higher on the overall level of trust with the airline than those who experienced a problem," said Taylor.

The distinction between those who experienced problems versus those who did not is stark and revealing. Among passengers who described their air travel experience as "perfect," more than 80 percent said they "definitely will" fly that airline again. Only 4 percent said the same if they described the experience as "poor." 

Lessons learned from JetBlue, Delta and Southwest

What CX leaders can glean from these findings is that being proactive in addressing potential issues is vital. And advanced technology like artificial intelligence (AI) and machine learning can help organizations identify patterns and potential issues before customers recognize them.

Predictive analytics allows for a 360-degree-view that was previously unattainable. These results also point to the importance of applications of personalization, hyper-personalization and omnichannel strategies that reach customers and can identify what problems will most impact the individual and the channels that they use to interact with the brand. Ultimately, those who are paying the most attention and using these tools to stay on top of customer concerns will have an advantage. 

The big winner, JetBlue Airways, featured in the top three in three categories: first business, premium economy and economy/basic economy segments. With a score of 738, it topped the first business category with Delta (724) and Alaska Airlines (709) taking the second and third slot respectively.

Watch this video from All Access: AI Revolution in CX to learn about how Swiss Airways is deploying a generative AI bot, Heidi, to help travelers select hyper-personalized destinations and itineraries.

JetBlue credits its Mint service, which it describes as providing "residential touches and the comforts of home." It includes lie-flat seats, the "Tuft & Needle sleep experience" that includes foam pillows and a customizable blanket kit, self-described largest TVs on an airline, an extra seat for a guest from another part of the plane and space to work or lounge. There's also a vanity mirror. 

Possibly buoyed by its elevation of CX and digital tools as presented at the Consumer Electronics Show (CES 2025), Delta earned a score of 717 in the premium economy category, which put it in first place. It was followed by JetBlue (699) and Alaska Airlines (691). At CES 2025, Delta CEO Ed Bastian spoke about the connection between employee experience (EX) and CX. He also announced a new AI-powered digital assistant and promoted the airlines' loyalty program.  

In the economy/basic economy segment, which is the largest, for the fourth consecutive year, Southwest Airlines took the top spot with a score of 694. JetBlue (663) and Delta (662) came in second and third respectively. Southwest is well-known for its affordability and it is also advancing a "reimagined customer experience." This includes new digital tools, inflight updates, new premium seating options, new packaged vacations, a Rapid Rewards program and its first international partnership with Icelandair.  

Quick links:

• Apple slammed for consumer protection violation
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