British Airways beat out brands like Rolex, Mercedes-Benz and Apple for the top spot in the Consumer Superbrands survey. It’s the fourth time the airline completed the feat and it was the only airline in the top 20.
The list is compiled from a poll of 2,500 UK consumers who vote on more than 1,500 brands. Respondents are asked to “consider each brand in relation to their perceived quality, reliability and distinction — the three factors inherent in a Superbrand.”
Lego moved up from third to second place, and Superbrands said, “British Airways held off the Danish challenger to keep its crown, despite the challenges associated with charging for meals on short-haul flights and recent industrial action.”
“In what can only be described as a significant year of change, the UK public have very much opted for brands that represent continuity, consistency and comfort,” said Stephen Cheliotis, CEO, The Centre for Brand Analysis, which compiled the results on behalf of Superbrands UK. “Whether it is John Lewis or Cadbury, the Top 20 brands, bar a few notable exceptions such as Google and Apple, are traditional stalwarts of UK life. This is evident from consumers still favoring British Airways, returning it again as the UK’s leading Superbrand despite its recent challenges.”
Read This Next
Introducing
FX Excursions
FX Excursions offers the chance for once-in-a-lifetime experiences in destinations around the world.
#globility
Insta FeedDaily
Sep 22, 2026Bruce Springsteen Center for American Music Opens in Long Branch, New Jersey
Earlier this year, COOKFOX Architects announced the opening of Bruce Springsteen Center for American Music at Long Branch, New Jersey’s, Monmouth University. This new cultural landmark is dedicated to telling the story of music in this country while celebrating Bruce Springsteen’s work within that tradition. The 30,000-square-foot building houses exhibits about the music of Bruce Springsteen and of other American musical genres; the Springsteen archives; a 240-seat auditorium for concerts, academic lectures and video screenings; and gallery space for changing exhibits.
Sponsored Content
IHG Business Edge: A Smarter Way for Small- and Mid-Sized Businesses to Travel
IHG Business Edge is a complimentary travel program designed to help small- and mid-sized businesses manage travel more efficiently while saving on hotel stays. Members enjoy access to guaranteed discounts, loyalty benefits, and partner offers across IHG Hotels & Resorts’ global portfolio of 7,000-plus hotels in more than 100 countries.
Melt into Mediterranean Charm in Barcelona and Costa Brava
Usually regarded for its Modernist architecture, centuries of artistic influence and polarizing football team, Barcelona has come into its own as a growing tech hub. The capital of Catalonia hosts the annual Mobile World Congress each March, and its Poble Nou neighborhood cradles some of the world’s most recognizable startups like TravelPerk and Typeform.
Daily
Sep 21, 2026Ireland’s Dromoland Castle Announces Landmark Transformation
This November, Dromoland Castle is set to close its doors for six months for its largest redevelopment in its 63 years as a hotel. Set to reopen in June 2027, the 16th-century property in County Clare will debut a one-of-a-kind transformation with updates to accommodations, public spaces, wellness facilities, culinary features and more.
Sponsored Content
Luxury Travel in Chilean Patagonia: Where Refinement Meets the Wild Edge
At the gateway to Chilean Patagonia, Los Lagos opens a landscape in constant motion. Volcanic peaks rise sharply above glacial lakes, mist moves through dense forests, and light shifts across every horizon. Here, luxury travel in Chilean Patagonia unfolds moment by moment, balancing raw energy with seamless comfort.
Destinations
Sep 21, 20266 Reasons to Put Addis Ababa, Ethiopia, on Your Travel List
It’s time to start dreaming of your next trip. Here’s some destination inspiration for you. Take a visual journey through Addis Ababa, Ethiopia, with us.
Seven Seas Prestige to Feature New Spaces
September 2026
Sep 19, 2026Daily
Sep 18, 2026New Short-Term Rental Brand Just Hit the Scene … And It’s Worth a Second Look
In early 2026, more than 5,500 former Vacasa homes across 24 markets were quietly taken over by an emerging brand. From beach destinations along Florida’s Gulf Coast to mountain getaways in Park City, Utah, these properties are now under Avari, formally launched this month.
Sponsored Content
Get to Know TAP FORBIZ
Unlock flexible, refined business travel with TAP Air Portugal's program, TAP FORBIZ. Developed for small, medium and large Companies, with options for corporate events, TAP FORBIZ offers exclusive advantages adapted to each type of business. TAP FORBIZ offers solutions suited to each business: travel cost reduction, more flexibility, more benefits and more value. With TAP FORBIZ, businesses can centralize purchases, control the company budget and ensure greater cost predictability with exclusive discounts and benefits tailored to each company's profile. Each trip becomes a strategic decision to travel more and spend less.
Daily
Sep 18, 2026Windstar Unlocks Tower of London After Dark and Other New 2027 Experiences
Explore three different remarkable European destinations in 2027 with Windstar Cruises. The brand’s newest 224-guest, all-suite yacht, Star Explorer, debuts alongside complimentary Destination Discovery Events in Livorno, Dubrovnik and London.
ShareThis