Airlines have poured resources into refining their digital customer experience. Slick booking flows, intuitive digital design and fast-loading websites are now the norm. That effort is reflected in the recently released AAAnow Global Airlines Scorecard, where 84% of the 177 airlines assessed earned an A or B for user experience.
However, underneath this highly polished surface are deeper problems.
The AAAnow Scorecard assessed performance in four critical areas: accessibility, privacy, environmental impact and experience. While the front-end experiential scores are high, the digital foundations are lacking:
- Only 4% of airlines achieved top ratings for accessibility, with just one airline – Luxair – achieving the coveted A standard
- Just one airline – Luxair once again – scored well on environmental performance, securing a B rating
- Despite a handful of airlines performing well in the Governance (Privacy) Index, 69% are at high or very high risk of potentially damaging failures
These are not small oversights. They point to a widespread lack of visibility, structure and accountability when it comes to digital performance. In an era of stricter regulation and rising customer expectations, these gaps are becoming harder to ignore.
Who’s getting it right?
A few airlines did stand out. Luxair, SAS, Air Azores and Air Transat were among the top performers for accessibility. For privacy, just nine airlines earned an A: Luxair, Avianca, Chorus Aviation, Air Incheon, HOP!, Lufthansa, Air France-KLM, LATAM Cargo and US-Bangla Airlines.
Luxair also led on environmental performance, making it the only airline to achieve a high score across all three foundational areas.
Most other carriers lag behind. Environmental scores were low, suggesting that digital carbon impact is still not being factored into ESG strategies, despite environmental concerns being high on airline boardroom agendas.
Why this matters now
Strong experience is a good start, but it is not enough. If the basics are weak, risk accumulates. Accessibility failures exclude users and create legal exposure. Privacy gaps put data and trust on the line. Poor environmental performance undermines sustainability commitments.
These are not just technical problems. They are governance issues that require structured oversight and senior leadership involvement, not sporadic audits or last-minute fixes.
A smarter way forward
AAAnow’s Scorecard provides leadership teams with a clear, independent view of digital risk and readiness. Its AI-powered model can reduce effort by up to 80%, cutting costs while supporting meaningful progress.
The Scorecard shows what’s working and where change is needed. It also shows that better is possible. The airlines performing well are not doing more – they are doing things differently.
The message is clear: digital strength starts with getting the basics right.
To explore the full Global Airlines Scorecard, head along to https://aaanow.ai/scorecard/global-airlines/2025/06/card
