APEX launches new ‘WORLD CLASS’ rating with seven airlines nabbing the top spots

The Airline Passenger Experience Association (APEX) announced its new “WORLD CLASS” rating at the APEX/IFSA EXPO in collaboration with aviation guest consultancy Yates and Partner to award excellence across a different range of metrics.

The metrics focus on the issues that twenty-first century travellers are most concerned about such as safety, wellbeing and sustainability to superior service, brand integrity, space and comfort, customer recognition and relevance of cuisine.

To receive a WORLD CLASS rating, airlines must undergo an audit by professionals at Yates and Partners; a peer review by associate professor Dr. Max Winchester at Victoria University; and a review of one year’s worth of net promoter score customer comments.

CEO of APEX/IFSA Dr. Joe Leader said, “This WORLD CLASS collaboration with Yates and Partners has accelerated the development of diagnostic and actionable audit processes that materialize in important changes.”

The first seven airlines to achieve the WORLD CLASS status are Emirates, Japan Airlines, KLM, Qatar Airways, Saudia, Singapore Airlines and Turkish Airlines.

President of Emirates Airline, Tim Clark, said: “This is an honour dear to my heart, as it celebrates the amazing work of our worldwide team at Emirates in reaching the new pinnacle of APEX World Class.

“This recognition is due to the tireless work and efforts by the people of Emirates in delivering safe journeys, stepping up to sustainability initiatives, and in delivering the highest standards of service.

“I’m confident the World Class paragon will play a very important role in our industry, helping advance a focus on sustainability for the betterment of our world.

“On behalf of all of us at Emirates, we’re proud to be one of the first airlines worldwide to be named APEX World Class,” said Clark.

Each carrier was recognised as WORLD CLASS for its individual assets. Emirates for it’s best-in-class in-flight entertainment and service execution, while KLM was recognised as a leader in sustainability.

Japan Airlines was commended for warm and personal service, Qatar Airways for its generous seat concepts and guest experience innovation, Turkish Airlines for its culinary excellence, SAUDIA’s for its generous hospitality, and Singapore Airlines for its best-in-class customer retention.

During the Q&A that followed, BBC News presenter Aaron Heslehurst asked the airlines how the awards would benefit normal passengers. SVP retail, IFE and connectivity at emirates Patrick Brannelly answered, “Awards are hard to win, but they’re harder to lose, so that’s great motivation for us to keep improving.”

WORLD CLASS is separate from but complimentary to the APEX official airline ratings, the industry’s first validated, verified and certified industry award based on passengers rating their travel experience.

Alongside the WORLD CLASS recognition for many airlines, India-based low-cost carrier SpiceJet were awarded the newcomer of the year award for its SG Docs mobile app to transition flight attendants’ operational processes from paper to digital.

This new innovation has allowed SpiceJet to streamline operations and helped specifically during the height of the COVID-19 pandemic.