After a period characterized by a fervent return to travel dubbed “revenge travel,” the North American air travel landscape appears to be undergoing a significant transformation. While airlines are reporting a slight uptick in overall passenger satisfaction, new data suggests a cooling of the post-pandemic surge, marked by a dip in domestic passenger volume and sinking consumer confidence.
According to the J.D. Power 2025 North America Airline Satisfaction Study, released today, overall passenger satisfaction has risen by 6 points on a 1,000-point scale compared to 2024. This improvement is largely driven by an 8-point increase in satisfaction among those flying in economy and basic economy, the largest passenger segment.
However, satisfaction levels saw a decline of 7 points in premium economy and a marginal 1-point drop in first/business class. Other surveys have highlighted elite flyers’ growing dissatisfaction with airlines as they cut the value of loyalty programs.
This rise in satisfaction occurs against a backdrop of shifting market dynamics. Domestic air passenger volume has been down through the first quarter of 2025, and consumer confidence has reportedly sunk to its lowest level since the pandemic began. This economic uncertainty is coupled with airlines continuing to introduce or increase fees for various services, from baggage to seat selection, a move that typically could negatively impact passenger sentiment.
“Throughout our one-year study period, we’ve seen a slight decline in both ticket prices and passenger volume, which has helped keep overall passenger satisfaction levels high,” said Michael Taylor, senior managing director of travel, hospitality, retail and customer service at J.D. Power. “But it’s clear that market dynamics are changing and will likely affect passenger experience in the coming weeks and months.”
Taylor cautions that airlines may face a more challenging economic year. “The key to their longer-term success will be how well they manage economic headwinds without compromising on customer experience,” he added.
The study highlights the critical role of airline staff in shaping the passenger experience. Positive interactions with airline personnel were linked to a significant 9-point increase in customer satisfaction within the economy/basic economy segment, underscoring the value of frontline service.
Despite the potential for disruption, the study found that the vast majority of passengers had a smooth travel experience, with fewer than 10% reporting problems. For those who did encounter issues, flight delays were the most common complaint across all service classes. Notably, passengers who did not experience problems had satisfaction scores that were 125 points higher in overall trust with the airline compared to those who did.
The direct correlation between a positive passenger experience and brand loyalty remains strong. The study revealed that a remarkable 81% of passengers who described their overall air travel experience as “perfect” stated they “definitely will” fly with that airline again. Conversely, this figure plummeted to a mere 4% among passengers who described their experience as “poor,” reinforcing the long-term value of prioritizing customer satisfaction.
In the study rankings, JetBlue Airways took the top spot for customer satisfaction in the first/business segment with a score of 738, followed by Delta Air Lines (724) and Alaska Airlines (709). Delta Air Lines continued its dominance in the premium economy segment for the third consecutive year, scoring 717, with JetBlue Airways (699) and Alaska Airlines (691) ranking second and third, respectively. For the fourth year in a row, Southwest Airlines ranked highest in the economy/basic economy segment with a score of 694, ahead of JetBlue Airways (663) and Delta Air Lines (662).
The J.D. Power 2025 North America Airline Satisfaction Study is based on responses from 10,224 passengers who flew on a major North American airline within the past month preceding their survey completion. The study, fielded from March 2024 through March 2025, assesses passenger satisfaction across seven key dimensions: airline staff, digital tools, ease of travel, level of trust, on-board experience, pre/post-flight experience, and value for price paid, across the three passenger segments.
As the industry navigates this new phase, moving beyond the initial rush of post-pandemic “revenge travel,” the focus on core customer experience elements and adaptability to economic shifts will be crucial for airlines aiming to maintain passenger trust and loyalty.
