Brandwave

Emirates vs Southwest Airlines:Which is more popular?

In September 2026, Emirates and Southwest Airlines were level in searches among airline brands worldwide, with an estimated 4.1M branded searches each, at 12.9% of the total each. When we asked ChatGPT and Google AI Overviews about airline brands, Emirates and Southwest Airlines each appeared in three of the five answers. Emirates and Southwest Airlines were each mentioned first in two of the four answers.

Among airline brands worldwide in September 2026

Who do people search for more?

Emirates and Southwest Airlines are searched for about as often as each other.

Emirates 4.1M searchesSouthwest Airlines 4.1M searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Emirates in 3 of 5Southwest Airlines in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Emirates first in 2Southwest Airlines first in 2

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Top airline brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Emirates and Southwest Airlines were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Emirates and Southwest Airlines were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Delta Air Lines1st
  2. Qatar Airways2nd
  3. Singapore Airlines3rd
  4. Southwest Airlines4th
  5. United Airlines5th
  6. Emirates6th
  7. Cathay Pacific7th
  8. British Airways–
  9. Qantas–
  10. Air New Zealand–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • United Airlines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Emirates3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Southwest Airlines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Delta Air Lines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Qatar Airways3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Singapore Airlines3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cathay Pacific2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • British Airways0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Qantas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Air New Zealand0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about airline brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Emirates or Southwest Airlines more popular in search?

This chart shows how often people search Google for Emirates and Southwest Airlines by name. Each line represents a brand's share of searches for all ten airline brands we track, month by month, from English-language searches worldwide.

Emirates and Southwest Airlines among airline brands worldwide, by month

Share of searches by month for Emirates, Southwest Airlines. The figures are in the table below the chart.

View monthly share of searches table
MonthUnited AirlinesBritish AirwaysEmiratesSouthwest AirlinesDelta Air LinesQatar AirwaysSingapore AirlinesCathay PacificQantasAir New Zealand
Oct 202517.9%12%14.6%14.6%9.8%12%6.5%5.3%5.3%2%
Nov 202519.1%10.4%15.6%12.7%10.4%12.7%7%4.7%5.7%1.7%
Dec 202520.1%11%13.4%13.4%11%13.4%6%4.9%4.9%1.8%
Jan 202616.4%13.4%13.4%13.4%11%13.4%7.3%4.9%4.9%1.8%
Feb 202618.1%12.1%14.8%14.8%9.9%12.1%6.6%4.4%5.4%1.6%
Mar 202616.2%10.8%19.7%10.8%8.8%16.2%7.2%4.8%4%1.5%
Apr 202618.8%12.6%15.4%12.6%10.3%12.6%6.9%4.6%4.6%1.7%
May 202618.8%12.6%12.6%15.4%12.6%10.3%6.9%4.6%4.6%1.7%
Jun 202618.8%12.6%12.6%15.4%10.3%12.6%6.9%4.6%4.6%1.7%
Jul 202618.4%12.3%12.3%15%12.3%12.3%6.7%4.5%4.5%1.7%
Aug 202618.6%12.4%12.4%15.2%12.4%10.2%6.8%4.6%5.6%1.7%
Sep 202619.3%15.7%12.9%12.9%10.5%10.5%7%4.7%4.7%1.7%

How has the Emirates and Southwest Airlines comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Southwest Airlines took it in May 2026.
  • Across the 12 months ending September 2026, Emirates’ share of searches among airline brands worldwide moved from 14.6% to 12.9%, and its estimated monthly branded searches moved from 5M to 4.1M.
  • Across the 12 months ending September 2026, Southwest Airlines’ share of searches among airline brands worldwide moved from 14.6% to 12.9%, and its estimated monthly branded searches moved from 5M to 4.1M.

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

3 changes

  1. In September 2026, British Airways overtook Southwest Airlines to rank 2nd among airline brands worldwide, with 15.7% of the searches.

  2. In September 2026, Southwest Airlines lost share of searches among airline brands worldwide, from 15.2% to 12.9%.

  3. In September 2026, Emirates rose from 5th to 3rd among airline brands worldwide.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Emirates’ and Southwest Airlines’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Emirates

1 branded search term

  • emirates

Southwest Airlines

1 branded search term

  • southwest airlines

How the Brand Demand Index is measured

Other head-to-heads among airline brands

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