JetBlue just pulled a Succession-worthy power move on Delta, snatching the premium cabin crown while Southwest contemplates its future direction. The latest J.D. Power North America Airline Satisfaction Study reveals a surprising plot twist: overall passenger satisfaction is up 6 points from last year, even as airlines navigate economic headwinds.
Class Warfare: Who Rules Each Cabin?
The study surveyed 10,224 passengers who flew between March 2024 and March 2025, rating carriers on everything from staff attitudes to whether the app crashes right when you’re trying to check in.
Southwest Airlines – holding onto its economy crown like Taylor Swift clutches Grammy awards – topped the charts for a fourth consecutive year with 694 points. JetBlue secured second place (663), while Delta landed just one point behind (662).
In the premium showdown, JetBlue expertly outmaneuvered Delta to claim the first/business class championship. Their Mint product – the aviation equivalent of the cool kid’s table in high school – propelled them to 738 points.
Delta didn’t leave empty-handed, maintaining its premium economy dominance for the third straight year. Alaska Airlines quietly secured top-three finishes in both premium categories, proving sometimes the middle child does get attention.
The Human Factor: When Smiles Trump Amenities
You know that feeling when someone actually seems happy you exist? Turns out, that’s what passengers want most from airlines, too.
The J.D. Power study highlights that airline staff had a significant positive impact on passenger satisfaction, particularly in economy class, where most travelers spend their flying time cramped between strangers with questionable armrest etiquette.
Southwest’s staff-centric approach has kept it ruling economy for years. Airlines will likely have a tougher year economically, but the key to their longer-term success will be how well they manage economic headwinds without compromising on customer experience.
Plot Twist: Southwest Ends 54-Year Tradition
Southwest recently announced the end of a legendary era in air travel: after 54 years, its famous “Bags Fly Free” policy is officially grounded. The carrier’s free checked bag benefit will end effective May 28, 2025, replaced with a tiered structure offering different benefits based on loyalty status.
This radical departure represents Southwest’s biggest identity shift since its founding. The airline that built its entire brand on zigging while others zagged is now aligning with industry pricing standards – a transformation akin to Whole Foods suddenly matching Walmart prices.
Industry analysts are watching closely to see if Southwest’s customer satisfaction crown can survive this strategy pivot. For travelers who booked Southwest specifically to avoid baggage fees, the countdown to May 2025 feels like the final season of a beloved TV show that everyone knows is ending.
Meanwhile, JetBlue continues enhancing its premium experience with plans for new airport lounges and refreshed domestic first-class cabins. According to Department of Transportation data, Delta has consistently ranked among the top three carriers for on-time performance, while JetBlue has historically placed lower among legacy carriers in this metric.
The 90% Solution: Problems Remain Rare
Here’s the study’s most illuminating finding: fewer than 10% of passengers reported any problems during their travels. When issues did arise, flight delays topped complaint lists – shocking absolutely no one who’s ever watched their departure time tick forward in 15-minute increments while the gate agent avoids eye contact.
Problem-free passengers reported satisfaction scores 125 points higher than their frustrated counterparts. For airlines, the equation isn’t complex: reliability equals loyalty equals profit.
Winners and Losers
Taking Off:
- JetBlue: Secured top spot in premium with its increasingly impressive Mint service
- Alaska Airlines: The quiet achiever nabbing top-three spots in premium categories
Cruising Altitude:
- Delta: Still dominates premium economy while maintaining strong overall performance
- Southwest: Tops in economy, while industry watchers monitor its future direction
Turbulence Ahead:
- Budget carriers: Frontier and Spirit languish at the bottom of economy rankings
- Passenger expectations: Evolving rapidly as industry practices change
For now, the top carriers can enjoy their victory lap, though the industry’s rapidly shifting landscape means next year’s rankings could deliver surprises that reshape the competitive hierarchy.
