British airline named best in Europe - in business since 1984

There are hundreds of airlines flying passengers across Europe every day. Some of the most famous ones include Ryanair, EasyJet and Wizz Air. But none of those airlines has been crowned Europe's best for 2026.

Instead, the top honour has gone to another British carrier after passengers rated it higher than its rivals. The recognition comes from the Airline Passenger Experience Association (APEX), which each year hands out awards celebrating the world's best airlines. However, unlike many industry awards, the APEX Best Awards are not decided by a panel of judges.

Instead, they use verified, anonymous reviews submitted by travellers through the TripIt travel app, with airlines rated across areas including cabin service, seat comfort, food and drink, entertainment and onboard Wi-Fi.

Dr Joe Leader, APEX Group CEO, said: "Passenger feedback remains one of the clearest indicators of how airlines are delivering on the experiences travellers value most. This year's APEX Best Award winners are turning passenger insights into meaningful innovation.

“By listening, adapting, and investing, they are raising expectations, shaping the future of the onboard experience, and setting new benchmarks for service and innovation across the industry."

This year's Best Overall Airline in Europe award went to Virgin Atlantic, which impressed passengers with consistently high scores across all categories.

APEX said the airline's continued investment in new aircraft, upgraded premium cabins and high-quality onboard Wi-Fi helped it secure the overall title ahead of other European carriers.

The airline recently became the first British carrier to launch direct flights between London Heathrow and Seoul in South Korea. It is also due to begin direct flights to Phuket in Thailand later this year.

Virgin Atlantic was founded in 1984 by Sir Richard Branson after he spotted an opportunity to create a customer-focused long-haul airline. The company's first flight took off on June 22, 1984, using a single second-hand Boeing 747 flying between London Gatwick and Newark in the United States.

Over the years, the airline built a reputation for introducing new ideas, including premium economy seating, seatback entertainment across all cabins and its Clubhouse airport lounges.

Today, Virgin Atlantic operates mainly from London Heathrow, Manchester and Edinburgh, flying to 28 destinations across five continents.

Its network includes cities across North America, the Caribbean, Africa and Asia, including New York, Los Angeles, Orlando, Johannesburg, Delhi, Mumbai and Seoul.

The airline currently operates a fleet of 43 wide-body aircraft, made up of Boeing 787 Dreamliners, Airbus A350-1000s, Airbus A330-900neos and Airbus A330-300s.

Other winners at this year's APEX Awards included KLM for cabin service, Finnair for seat comfort, Turkish Airlines for both food and entertainment, and airBaltic for onboard Wi-Fi.