Explore how our research team carried out their research and testing to uncover the digital maturity of the world’s top 50 airlines.

We looked at each website to measure its digital effectiveness across 11 aspects of digital marketing. The top 50 airlines were selected from the 2023 World’s Top Airlines list by WorldAirlineAwards.com. For further details about the research methodology please see the full rationale or contact hello@remarkable.group.


To understand the digital maturity of the top 50 airlines, we analysed third-party data and industry tools. Data collection took place between 11/12/2023 to 22/1/2024 and all information is accurate to that research period. The data was then collated and reviewed by our team of digital marketing experts.

We wanted to compare the digital strategy of the top 50 airlines. By measuring critical metrics in core aspects of each of the organisation’s digital marketing activities, we calculated an overall digital maturity score (%).

The categories measured were:

  • Audience Level – World worldwide organic + paid traffic
  • eCommerce – planning, booking, paying, managing
  • Search marketing – Organic 
  • Search marketing – Paid 
  • Content Marketing (Including FAQs, News, Images & Videos)
  • Email Marketing
  • Social Media Marketing (Including Facebook, LinkedIn, Twitter, Instagram & YouTube)
  • Website Effectiveness (Including Page speed, Multilingual, Mobile Friendly & Accessibility) 
  • Personalisation (Including the importance of Customer Relationship Management)
  • Mobile App
  • Remarketing 
  • Website Platform – not a test section

We allocated points for great performance. We collated a league table of the aggregate results. Please get in touch to learn more about the data sources we used, why we allocated scores and how improvements can be made.

Certain domains didn’t allow us to conduct some areas of the research. If you are interested in learning more, reach out – we would be happy to explain.