Iberia has been named the airline that gained the most brand value globally in 2022, according to Brand Finance. The study of the 50 most valuable and powerful airline brands shows a 37.6% jump, equating to an increase of 211 million euros versus 2021.
The findings highlight how Iberia adapted quickly to disruption from Covid-19 and formed a strategic alliance with Cepsa to decarbonize air travel and provide sustainable fuel options for aviation.
On the world stage, Iberia rose three places to 31st in the ranking, while Vueling—the other Spanish brand in the list—moved into the final position, up 0.6% after a prior decline in 2021.
Only three brands in the ranking have already recovered pre-pandemic values; Iberia stands out with a 3% increase, joining Singapore Airlines and Indigo, which rose 11% and 8% respectively.
Vueling still faces a long road ahead. It shows potential upside but its brand equity remains 31.5% below the peak it reached in 2020.
Brand Finance also assesses consumer perceptions of airline brands within each country. In Spain, Iberia leads in visibility, familiarity, and evaluation criteria, while Vueling trails Air Europa in terms of evaluation and reputation.
Among IAG Group peers, Level, the low-cost brand, received a middle rating for evaluation this year, despite holding the lowest scores for visibility and familiarity in the sector.
Volotea and Air Nostrum rank fourth and fifth among Spanish airlines for familiarity, respect, and reputation, placing them in the central group of those operating in Spain.
Barajas ranks among the 25 most valuable airports
Adolfo Suárez Madrid-Barajas Airport is listed as the 24th most valuable airport in Brand Finance’s study and remains the sole Spanish airport in the top 25.
The top airport in the list is Paris, valued at 710 million euros, followed by Heathrow in the United Kingdom and Changi in Singapore with valuations of 692 million and 562 million euros, respectively.
Heathrow Airport shows the strongest year-over-year growth, rising 65.2%, followed by Schiphol in the Netherlands at 63.4% and Zurich in Switzerland at 46.8%.
Delta Airlines remains the most valuable brand
Delta Airlines holds the title of the world’s most valuable airline with a brand value of 6,318 million euros, marking a 27% increase from 2021. Rounding out the top three are American Airlines at 5,400 million euros and United Airlines at 4,700 million euros.
Emirates and Southwest complete the top five, each valued at 4,300 million euros. In the broader top ten, Air Canada stands at 2.2 billion euros, followed by Lufthansa at 2.1 billion, with Air China, China Southern, and ANA each at 2 billion or slightly above, completing the list.
Overall, the global airline sector grew by 9,333 million euros this year, bringing total brand value to 71,900 million euros—an increase of 15% from 2021. Spain ranks as the sixteenth country in value contribution, with two Spanish brands contributing about 2% of the total market value in the ranking. This year, two Spanish airlines boosted their presence by 24% versus last year, surpassing nations like Qatar, South Korea, France, Turkey, and Malaysia.
WestJet remains the strongest Canadian brand
Brand Finance also evaluates brand strength through a balanced scorecard that considers marketing spend, brand equity, and business performance. The Canadian carrier WestJet saw its brand value rise 23.5% to 475 million euros in this metric, earning the AAA brand grade and ranking as the strongest airline brand globally. Close behind are ANA from Japan, Southwest from the United States, and Qantas from Australia.