Industry Reports

What’s really shaping airline reputation in 2025?

Understanding the growing impact of sustainability and accessibility

Do passengers care more about seat design or climate pledges? What happens when accessibility stories go viral?

CARMA’s latest report with Aircraft Interiors Expo (AIX) uncovers what’s really driving airline reputation — and why cabin innovation may be your biggest brand advantage.

With insights from over 55,000 media articles, 1 million social posts, and feedback from 1,500+ travellers across six global markets, it’s a must-read for aviation leaders looking to stand out beyond performance.

What’s inside:

  • Cabin Innovation = Reputation Power
    From recycled interiors to inclusive design, see how in-cabin upgrades are reshaping perception.
  • Sustainability That Sticks
    Why most eco-messaging fails, and how strategic partnerships and smart quotes make it land.
  • Accessibility’s PR Stakes
    From damaged wheelchairs to inclusive training, discover which brands got it right (and wrong), and why media strategy matters.
  • Global Insights, Local Lessons
    How Emirates topped UK trust charts with less coverage, and why Singapore Airlines wins on customer loyalty.

Find out what matters most to passengers — and what risks your brand can’t afford.

Download the report to explore the new playbook for airline reputation.

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