The International Air Transport Association (IATA) has announced a significant enhancement to its PaxInsight passenger satisfaction benchmarking program, with Virgin Atlantic's trans-Atlantic routes now included in the survey. This expansion, announced in Rio de Janeiro, Brazil, on June 9, 2026, strengthens the program's coverage across this crucial market.
Comprehensive Passenger Feedback
PaxInsight measures satisfaction across more than 60 travel attributes, covering the entire passenger journey from booking and check-in to flight comfort and the arrival experience. Airlines participating in the program can benchmark their own customers' satisfaction levels against industry averages and competitors on the same routes, providing valuable comparative insights.
Data Collection and Methodology
Over the past year, PaxInsight has collected feedback from over 57,000 passengers from its participating airlines. The solution employs a trusted survey methodology with a representative sample by class of travel and city pair, based on monthly schedule data. Survey responses are visible to airlines within five minutes of completion, allowing carriers to quickly respond to opportunities, challenges, or changes in passenger behavior.
Industry Perspectives
Juha Jaervinen, Chief Customer Officer at Virgin Atlantic, stated, 'We continually listen to our customers through a range of satisfaction surveys and real-time feedback, helping us to prioritize investments and uphold our award-winning premium experience. PaxInsight will now allow us to gain even richer insight into customers' experiences on this hugely important trans-Atlantic market, offering accurate benchmarking and timely, comparable data, supporting our journey to become the most loved travel company.'
Frederic Leger, IATA's Senior Vice President of Products and Services, added, 'Data and insights are important for any airline to better understand their business and respond to changes in the market. This is particularly true when it comes to the person at the centre of any airline operation: the passenger. While airlines can easily survey their own passengers, PaxInsight brings valuable insights by being able to benchmark against competitors. And with each carrier that joins the program, that value increases to the benefit of airlines and the passengers they serve.'
Strategic Importance
PaxInsight is the latest addition to IATA's data and insights portfolio, which helps airlines make more informed decisions, improve operational efficiency, increase safety, and identify growth opportunities. By incorporating Virgin Atlantic's trans-Atlantic routes, the program now offers even more comprehensive benchmarking data for airlines operating in this key market.
