Omniscan intelligence ·

Assistants ChatGPT Claude Google

UK airlines AI reputation tracker

How Google, ChatGPT and Claude describe and recommend the airlines serving UK travellers. Which airlines stand out, what earns praise or criticism, and where the opportunities lie.

8 airlines · 10 questions · 3 AI assistants

In short

British Airways is named in 88% of AI answers, more than any other airline. Among airlines named in at least one answer in five, Jet2 is described most positively (84% of mentions) and Wizz Air is described most negatively (71%).

Which airlines does AI name?

Share of answers that mention each airline.

  1. British Airways 88%
  2. easyJet 76%
  3. Jet2 65%
  4. Ryanair 65%
  5. Wizz Air 56%
  6. Virgin Atlantic 53%
  7. TUI 49%
  8. Loganair 17%

How does AI describe them?

Tone of each airline's own mentions, ordered by net tone (positive minus negative).

Positive Neutral Negative

  1. Virgin Atlantic 81% 14% +75
  2. Jet2 84% 10% +74
  3. Loganair 65% 22% 13% +52
  4. British Airways 70% 23% +47
  5. easyJet 55% 19% 26% +29
  6. TUI 58% 12% 30% +28
  7. Ryanair 27% 65% −38
  8. Wizz Air 25% 71% −46

Who does AI single out?

For each question: the airline the assistants most often pick as their answer, and the one they criticise most. Percentages are shares of that question's answers.

  1. Which UK airline is best for a family holiday? Picked as the answer: Jet2 73% Criticised most:Ryanair 40%
  2. Which airline is cheapest for a European flight from the UK? Picked as the answer: Ryanair 80%
  3. Which UK airline has the best and worst customer service? Picked as the answer: Jet2 100% Criticised most:Ryanair 100%
  4. Which UK airlines have the most delays and cancellations? Picked as the answer: Jet2 40% Criticised most:Wizz Air 90%
  5. Which airline is worst for extra charges like baggage and seat selection? Criticised most:Ryanair 100%
  6. How do I claim compensation for a delayed flight, and which airlines make it hardest? Criticised most:Wizz Air 100%
  7. Which UK airline is best for long-haul travel? Picked as the answer: Virgin Atlantic 100% Criticised most:United Airlines 27%
  8. Which UK airlines have the most legroom and the most comfortable seats? Picked as the answer: Virgin Atlantic 33% Criticised most:easyJet 53%
  9. Which UK airline is best for business travel? Picked as the answer: British Airways 100% Criticised most:Jet2 23%
  10. Which UK airlines are doing most to cut carbon emissions? Picked as the answer: Jet2 20%

Picked as the answer Singled out critically

Does it depend which assistant you ask?

Share of each assistant's answers that mention each airline. The ten most named are shown.

Airline ChatGPT Claude Google
British Airways 90% 98% 69%
easyJet 84% 86% 53%
Jet2 74% 80% 31%
Ryanair 62% 82% 44%
Wizz Air 52% 80% 28%
Virgin Atlantic 52% 66% 36%
TUI 34% 76% 31%
Loganair 2% 32% 17%

Which sources shape the answers?

Share of answers citing each website.

  1. which.co.uk 46%
  2. britishairways.com 32%
  3. easyjet.com 29%
  4. caa.co.uk 21%
  5. aerospaceglobalnews.com 16%
  6. virginatlantic.com 15%
  7. jet2.com 13%
  8. ryanair.com 13%

32%

is the most any airline's own website is cited (britishairways.com). Independent guides, regulators and comparison sites write most of the answer.

What comms teams can do about it

  1. 1

    Prioritise coverage in the channels AI already cites

    Match outreach to the subject: Which? for family travel and comfort, Aerospace Global News for service, and GreenAir News for emissions. Support each pitch with dated evidence of improvements.

  2. 2

    Make the total trip cost and service policies easy to compare

    Publish clear fare-and-baggage comparisons, seating rules and compensation steps. Link these pages from route and booking content so AI can find the facts behind the claims.

  3. 3

    Build campaigns around the needs each airline can credibly win

    Use the question-level results to choose a focus: families, long-haul, business travel or value. Recheck visibility, sentiment and citations for the same questions after new coverage appears.

Download the full airlines report (PDF)

Method

10 questions UK customers ask, put repeatedly to ChatGPT, Claude and Google AI Overviews with the United Kingdom as the user's location, 20 September 2026. Naming figures are shares of all answers; tone figures are shares of each airline's own mentions.

Cite as: Omniscan, “UK airlines AI reputation tracker”, September 2026, https://www.omniscan.ai/ai-benchmarks/uk-airlines

See how the press covers airlines: UK airlines media reputation tracker →