---
title: "Airline brands: Which brands are most popular in search?"
description: "Compare the airline brands travellers use. Share of Search among British Airways, Emirates, Qatar Airways, Singapore Airlines, Qantas and Air New Zealand, the airline brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/airline-brands"
publisher: "Brandwave"
---

# Airline brands: Which brands are most popular in search?

Compare the airline brands travellers use. Share of Search among British Airways, Emirates, Qatar Airways, Singapore Airlines, Qantas and Air New Zealand, the airline brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Airline brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: British Airways, 25.3%

## Which brand is most popular in search among airline brands worldwide?

- British Airways and Emirates share the highest estimated Share of Search among airline brands worldwide, at 25.3% in August 2026.
- Across the 11 months ending August 2026, British Airways’ estimated Share of Search among airline brands worldwide increased from 22.8% to 25.3%.
- Across the 11 months ending August 2026, Emirates’ estimated Share of Search among airline brands worldwide decreased from 27.9% to 25.3%.
- Across the 11 months ending August 2026, Qatar Airways’ estimated Share of Search among airline brands worldwide decreased from 22.8% to 20.7%.
- Across the 11 months ending August 2026, Singapore Airlines’ estimated Share of Search among airline brands worldwide increased from 12.5% to 13.9%.
- Across the 11 months ending August 2026, Qantas’ estimated Share of Search among airline brands worldwide increased from 10.2% to 11.3%.
- Across the 11 months ending August 2026, British Airways’ estimated Share of Search among airline brands worldwide peaked at 25.9% in May 2026 and was lowest at 18.2% in March 2026.
- Across the 11 months ending August 2026, Emirates’ estimated Share of Search among airline brands worldwide peaked at 33.3% in March 2026 and was lowest at 24.7% in June 2026.
- Across the 11 months ending August 2026, Qatar Airways’ estimated Share of Search among airline brands worldwide peaked at 27.2% in March 2026 and was lowest at 20.7% in August 2026.
- Across the 11 months ending August 2026, Singapore Airlines’ estimated Share of Search among airline brands worldwide peaked at 14.2% in May 2026 and was lowest at 11.9% in December 2025.
- Across the 11 months ending August 2026, Qantas’ estimated Share of Search among airline brands worldwide peaked at 11.3% in August 2026 and was lowest at 6.7% in March 2026.
- Across the 11 months ending August 2026, Air New Zealand’s estimated Share of Search among airline brands worldwide peaked at 3.8% in October 2025 and was lowest at 2.4% in March 2026.
- Across the 11 months ending August 2026, British Airways rose from 2nd to 1st among airline brands worldwide.
- Across the 11 months ending August 2026, Emirates fell from 1st to 2nd among airline brands worldwide.
- Across the 11 months ending August 2026, Air New Zealand held steady: its estimated Share of Search among airline brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [British Airways vs Emirates: compare search popularity](/demand/global-en/compare/british-airways-vs-emirates): 25.3% Share of Search each.
- [British Airways vs Qatar Airways: compare search popularity](/demand/global-en/compare/british-airways-vs-qatar-airways): 25.3% against 20.7% Share of Search.
- [British Airways vs Singapore Airlines: compare search popularity](/demand/global-en/compare/british-airways-vs-singapore-airlines): 25.3% against 13.9% Share of Search.
- [British Airways vs Qantas: compare search popularity](/demand/global-en/compare/british-airways-vs-qantas): 25.3% against 11.3% Share of Search.
- [Emirates vs Qatar Airways: compare search popularity](/demand/global-en/compare/emirates-vs-qatar-airways): 25.3% against 20.7% Share of Search.
- [Emirates vs Singapore Airlines: compare search popularity](/demand/global-en/compare/emirates-vs-singapore-airlines): 25.3% against 13.9% Share of Search.
- [Emirates vs Qantas: compare search popularity](/demand/global-en/compare/emirates-vs-qantas): 25.3% against 11.3% Share of Search.
- [Qatar Airways vs Singapore Airlines: compare search popularity](/demand/global-en/compare/qatar-airways-vs-singapore-airlines): 20.7% against 13.9% Share of Search.
- [Qatar Airways vs Qantas: compare search popularity](/demand/global-en/compare/qantas-vs-qatar-airways): 20.7% against 11.3% Share of Search.
- [Singapore Airlines vs Qantas: compare search popularity](/demand/global-en/compare/qantas-vs-singapore-airlines): 13.9% against 11.3% Share of Search.

## How did search popularity change for airline brands worldwide in August 2026?

- In August 2026, Qantas gained estimated Share of Search among airline brands worldwide, from 9.1% to 11.3%.
- In August 2026, British Airways gained estimated Share of Search among airline brands worldwide, from 24.7% to 25.3%.
- In August 2026, Emirates gained estimated Share of Search among airline brands worldwide, from 24.7% to 25.3%.
- In August 2026, Qatar Airways lost estimated Share of Search among airline brands worldwide, from 24.7% to 20.7%.
- Estimated monthly branded searches for Air New Zealand worldwide fell 18.3% over 11 measured months, from 673K to 550K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | British Airways | 25.3% | 4.1M | 0.0% | British Airways |
| 2 | Emirates | 25.3% | 4.1M | 0.0% | Emirates |
| 3 | Qatar Airways | 20.7% | 3.4M | -18.1% | Qatar Airways |
| 4 | Singapore Airlines | 13.9% | 2.2M | 0.0% | Singapore Airlines |
| 5 | Qantas | 11.3% | 1.8M | +22.0% | Qantas Group |
| 6 | Air New Zealand | 3.4% | 550K | 0.0% | Air New Zealand |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Emirates | 5M | 27.9% | 1 |
| Oct 2025 | British Airways | 4.1M | 22.8% | 2 |
| Oct 2025 | Qatar Airways | 4.1M | 22.8% | 3 |
| Oct 2025 | Singapore Airlines | 2.2M | 12.5% | 4 |
| Oct 2025 | Qantas | 1.8M | 10.2% | 5 |
| Oct 2025 | Air New Zealand | 673K | 3.8% | 6 |
| Nov 2025 | Emirates | 5M | 29.3% | 1 |
| Nov 2025 | Qatar Airways | 4.1M | 24% | 2 |
| Nov 2025 | British Airways | 3.4M | 19.6% | 3 |
| Nov 2025 | Singapore Airlines | 2.2M | 13.1% | 4 |
| Nov 2025 | Qantas | 1.8M | 10.7% | 5 |
| Nov 2025 | Air New Zealand | 550K | 3.2% | 6 |
| Dec 2025 | Emirates | 4.1M | 26.5% | 1 |
| Dec 2025 | Qatar Airways | 4.1M | 26.5% | 2 |
| Dec 2025 | British Airways | 3.4M | 21.7% | 3 |
| Dec 2025 | Singapore Airlines | 1.8M | 11.9% | 4 |
| Dec 2025 | Qantas | 1.5M | 9.7% | 5 |
| Dec 2025 | Air New Zealand | 550K | 3.6% | 6 |
| Jan 2026 | British Airways | 5M | 24.7% | 1 |
| Jan 2026 | Emirates | 5M | 24.7% | 2 |
| Jan 2026 | Qatar Airways | 5M | 24.7% | 3 |
| Jan 2026 | Singapore Airlines | 2.7M | 13.5% | 4 |
| Jan 2026 | Qantas | 1.8M | 9% | 5 |
| Jan 2026 | Air New Zealand | 673K | 3.3% | 6 |
| Feb 2026 | Emirates | 5M | 28.1% | 1 |
| Feb 2026 | British Airways | 4.1M | 23% | 2 |
| Feb 2026 | Qatar Airways | 4.1M | 23% | 3 |
| Feb 2026 | Singapore Airlines | 2.2M | 12.6% | 4 |
| Feb 2026 | Qantas | 1.8M | 10.3% | 5 |
| Feb 2026 | Air New Zealand | 550K | 3.1% | 6 |
| Mar 2026 | Emirates | 9.1M | 33.3% | 1 |
| Mar 2026 | Qatar Airways | 7.5M | 27.2% | 2 |
| Mar 2026 | British Airways | 5M | 18.2% | 3 |
| Mar 2026 | Singapore Airlines | 3.4M | 12.2% | 4 |
| Mar 2026 | Qantas | 1.8M | 6.7% | 5 |
| Mar 2026 | Air New Zealand | 673K | 2.4% | 6 |
| Apr 2026 | Emirates | 5M | 28.6% | 1 |
| Apr 2026 | British Airways | 4.1M | 23.4% | 2 |
| Apr 2026 | Qatar Airways | 4.1M | 23.4% | 3 |
| Apr 2026 | Singapore Airlines | 2.2M | 12.8% | 4 |
| Apr 2026 | Qantas | 1.5M | 8.6% | 5 |
| Apr 2026 | Air New Zealand | 550K | 3.1% | 6 |
| May 2026 | British Airways | 4.1M | 25.9% | 1 |
| May 2026 | Emirates | 4.1M | 25.9% | 2 |
| May 2026 | Qatar Airways | 3.4M | 21.2% | 3 |
| May 2026 | Singapore Airlines | 2.2M | 14.2% | 4 |
| May 2026 | Qantas | 1.5M | 9.5% | 5 |
| May 2026 | Air New Zealand | 550K | 3.5% | 6 |
| Jun 2026 | British Airways | 4.1M | 24.7% | 1 |
| Jun 2026 | Emirates | 4.1M | 24.7% | 2 |
| Jun 2026 | Qatar Airways | 4.1M | 24.7% | 3 |
| Jun 2026 | Singapore Airlines | 2.2M | 13.5% | 4 |
| Jun 2026 | Qantas | 1.5M | 9.1% | 5 |
| Jun 2026 | Air New Zealand | 550K | 3.3% | 6 |
| Jul 2026 | British Airways | 4.1M | 24.7% | 1 |
| Jul 2026 | Emirates | 4.1M | 24.7% | 2 |
| Jul 2026 | Qatar Airways | 4.1M | 24.7% | 3 |
| Jul 2026 | Singapore Airlines | 2.2M | 13.5% | 4 |
| Jul 2026 | Qantas | 1.5M | 9.1% | 5 |
| Jul 2026 | Air New Zealand | 550K | 3.3% | 6 |
| Aug 2026 | British Airways | 4.1M | 25.3% | 1 |
| Aug 2026 | Emirates | 4.1M | 25.3% | 2 |
| Aug 2026 | Qatar Airways | 3.4M | 20.7% | 3 |
| Aug 2026 | Singapore Airlines | 2.2M | 13.9% | 4 |
| Aug 2026 | Qantas | 1.8M | 11.3% | 5 |
| Aug 2026 | Air New Zealand | 550K | 3.4% | 6 |
| Sep 2026 | Air New Zealand | — | — | — |
| Sep 2026 | British Airways | — | — | — |
| Sep 2026 | Emirates | — | — | — |
| Sep 2026 | Qantas | — | — | — |
| Sep 2026 | Qatar Airways | — | — | — |
| Sep 2026 | Singapore Airlines | — | — | — |

## What is being compared

- **Air New Zealand**: Measured on the search term “air new zealand”.
- **British Airways**: Measured on the search term “british airways”.
- **Emirates**: Measured on the search term “emirates”.
- **Qantas**: Measured on the search term “qantas”.
- **Qatar Airways**: Measured on the search term “qatar airways”.
- **Singapore Airlines**: Measured on the search term “singapore airlines”.

- [Air New Zealand](/demand/global-en/brands/air-new-zealand)
- [British Airways](/demand/global-en/brands/british-airways)
- [Emirates](/demand/global-en/brands/emirates)
- [Qantas](/demand/global-en/brands/qantas)
- [Qatar Airways](/demand/global-en/brands/qatar-airways)
- [Singapore Airlines](/demand/global-en/brands/singapore-airlines)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among airline brands worldwide?

British Airways and Emirates share the highest estimated Share of Search among airline brands worldwide, at 25.3% in August 2026. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Airline brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/airline-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/airline-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.