Same Market, Same Passengers – But Not the Same Digital Maturity

Europe's airlines serve the same market, target the same passengers – and differ digitally more than most would expect.The Airline Benchmark 2026 compared the digital presence of Europe's 30 largest airlines – independently, based on 135 criteria, across three dimensions: Transparency, AI Readiness, Service & Usability.

Key Findings

• Wizz Air has turned AI assistants into a fully-fledged distribution channel – with real-time APIs for pricing and availability. Pegasus is the only airline in the benchmark combining an AI chatbot with AI-powered search.

• Lufthansa and Finnair are the only two airlines that publicly disclose how they handle artificial intelligence. The remaining 28 remain silent. 

• 60% of websites fail basic accessibility standards. And 295 points separate first place from last.

The report contains the complete ranking of all 30 airlines, detailed results across every dimension, and ten prioritised recommendations you can feed straight into your roadmap.

Lufthansa leads with 846 out of 1,000 points.

Places 2 to 30: In the report. Including some surprising positions in the midfield.

Your data will be used solely for delivering the report. No sharing with third parties. Independently conducted. Not funded by airlines. No pre-approval.