The Airline Passenger Experience Association (APEX) has introduced and conferred the new ‘WORLD CLASS’ award and accreditation.

Created in association Thailand-based Yates and Partners’ and peer reviewed at the Victoria University, Melbourne, by Associate Professor Dr. Maxwell Winchester, WORLD CLASS is the new “North Star” for aviation

According to APEX CEO Dr. Joe Leader, “APEX has an overriding mission transforming aviation to better serve its customers and our society.” As a response, WORLD CLASS requires airlines to consider their focus on the areas of sustainability, keeping the customer safe, brand integrity, comfort, engagement, service and cuisine.

Every aspect of the guest experience over many flights, in every class, is rated by industry professionals, and combined with analysis of one year’s NPS customer data of the in-flight experience to get a complete evaluation of the guest experience.

While announcing the new rating, APEX revealed the first seven airlines to achieve WORLD CLASS status.

Emirates was recognised for its ‘elegant service execution, high standards, engaging crew’. Its best-in-class IFE and quality first mindset was also highlighted.

Japan Airlines was highly praised for its ‘outstanding hospitality’ and ‘consistent service delivery from flight to flight’ with ‘warm and personable service.’

KLM was commended for its ‘leadership in sustainability, circular mindset evident at all levels,’ while Qatar’s ‘ultimate quality and detail management, generous space and seat concepts, guest experience innovation’ saw it rewarded.

Saudia’s ‘naturally generous Saudi hospitality, Singapore Airlines’ ‘elevated service standards, notable brand integrity, best in class customer relations’ and the ‘excellence in cuisine and extraordinary generosity’ of Turkish Airlines saw these airlines become the first cohorts of the audited awards.

Photo (left to right): Patrick Brannelly, SVP Retail, In-Flight Entertainment & Connectivity, Emirates; Akira Kimura, SVP The Americas, Japan Airlines; KLM’s EVP Customer Experience, Boet Kreiken; Chief Customer Experience Officer at Qatar Airways, Rossen Dimitrov; Captain Ibrahim Koshy, CEO at SAUDIA; Joey Seow, Regional VP at Singapore Airlines; and İlker Aycı, Group CEO & Chairman, Turkish Airlines.

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