AirBaltic’s 2026 Traveller Insights Reveal Latvia’s Airline Dominates in Customer Satisfaction, Recommendation Rates, and Demand for Direct, Seamless Flights Across Northern Europe

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Latvia’s carrier, airBaltic, has unveiled the findings from its annual passenger insights survey, offering an analytical snapshot of traveller behaviour across its primary markets. Drawing on input from over 21,000 passengers who recently flew with the airline, the research reveals high levels of satisfaction, a strong likelihood of recommendation, and clearly defined expectations for direct flight options, dependable service, seamless digital tools, and overall journey quality. The study engaged respondents from more than 25 countries, concentrating particularly on airBaltic’s core regions — Latvia, Estonia, Lithuania, and Finland. Data collection was conducted through online interviews in March 2026, ensuring a comprehensive and current understanding of traveller priorities.

Erno Hildén, CEO of airBaltic: “For us, customer feedback is one of the most direct and valuable ways to
understand how airBaltic is performing. Every journey and passenger matters – whether it is someone who
flies with us regularly, someone who travels less often and for whom each flight is a special occasion, or
someone choosing airBaltic for the very first time. This year’s survey shows high overall satisfaction and
willingness to recommend airBaltic, and positive ratings across key parts of the journey, from booking and
check-in to the on-board experience. These results are encouraging, but they are also a responsibility. Our
focus remains on listening to customers, understanding what they value most, and continuing to develop
the services and products we provide.”

High Passenger Satisfaction and Strong Recommendations
Passenger satisfaction with airBaltic continues to be exceptionally high, with 97% of travellers reporting they were satisfied, very satisfied, or completely satisfied with their latest flight. This positive feedback spans the airline’s primary markets, including Latvia, Lithuania, Estonia, and Finland. The airline’s Net Promoter Score (NPS) has risen to +36, a five-point improvement compared to 2025, signalling a robust readiness among customers to recommend airBaltic to others. Nearly half of respondents are classified as promoters, with particularly high scores in Lithuania and Finland, where the NPS reached +47. Business Class service received an NPS of +46, up nine points year-on-year, highlighting enhancements in product quality and the overall passenger experience. Key draws for Business Class include priority check-in, fast-track access, lounge facilities, front-cabin seating with an additional seat for privacy, and in Latvia, complimentary meals and unlimited beverages further increase its appeal.

Convenient Flight Options Drive Choice
Convenient schedules, competitive fares, and a wide network of direct flights remain central to airBaltic’s appeal, heavily influencing passenger choice. The research shows strong brand preference, with 59% of travellers selecting airBaltic as their first-choice airline, and almost 70% in the Baltic region naming it as the primary airline they consider. Notably, for the upcoming summer season, all flights will be operated using the airline’s own fleet, with no ACMI arrangements planned, underscoring airBaltic’s operational control and consistency.

Digital Channels Enhance the Passenger Journey
The airline’s digital platforms are increasingly critical to customer satisfaction. Pre-flight processes, including ticket booking, payment, and online check-in, received positive feedback from 97% of respondents. Information clarity regarding flight schedules and ticket options was rated positively by 96% of passengers. The airBaltic website remains the main entry point for 46% of users, while 19% begin via the mobile app, highlighting the growing significance of digital engagement in shaping the overall travel experience.

Crew and Onboard Experience Receive High Praise
In-flight services continue to receive exceptional ratings, with 97% of passengers applauding crew professionalism, friendliness, and language skills. The crew’s availability and efficiency were also noted by 97% of travellers. The onboard environment—including cleanliness, lighting, and comfort—was positively rated by 95%, and 85% of those who experienced complimentary high-speed internet expressed satisfaction. Over half of the fleet is equipped with free Starlink internet, allowing passengers to remain connected throughout their journey. Additionally, the introduction of the Skynet platform provides passengers with seamless access to travel information, onboard services, and partner offers on personal devices.

Family and Leisure Travel Remains Core
The survey confirms airBaltic’s role in family and leisure travel. Family holidays were the most frequent reason for travel, cited by 30% of passengers, followed by leisure activities such as shopping or sightseeing (24%) and visiting friends or family (19%). Most trips are planned in advance, with 80% of passengers stating that their journey was scheduled, while 20% were spontaneous.

Loyalty Programmes and Word-of-Mouth Engagement
Awareness of the airBaltic Club loyalty programme is high, with 87% of respondents acknowledging its existence and 83% of those being members. Membership is especially strong in the Baltics, reflecting close ties with the airline’s home markets.

Exceptional Customer Support and Assistance
Post-flight support remains a highlight, with 91% of passengers reporting that customer service and information were readily accessible. Complaint handling was positively rated by 87%, and 71% appreciated smooth transfers from aircraft to the terminal at Riga Airport, including boarding bridge use and arrival procedures. These results underline airBaltic’s commitment to a comprehensive, passenger-focused travel experience, extending beyond the flight itself.

Connecting the Baltics to the World
Over the past three decades, airBaltic has grown into a respected international carrier, linking the Baltic States to 80 destinations across Europe and beyond. The airline provides essential connectivity, supporting both regional infrastructure and global travel networks.