Virgin Atlantic has been named the Best Overall Airline in Europe for 2026 by the Airline Passenger Experience Association (APEX), beating out major competitors such as Ryanair, EasyJet, and Wizz Air. The award is based on verified, anonymous passenger reviews submitted through the TripIt travel app, covering categories including cabin service, seat comfort, food and drink, entertainment, and onboard Wi-Fi.
How the Award Is Decided
Unlike many industry awards that rely on a panel of judges, the APEX Best Awards use direct feedback from travellers. Dr Joe Leader, APEX Group CEO, stated: "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." He added that winners are "raising expectations, shaping the future of the onboard experience, and setting new benchmarks for service and innovation across the industry."
Virgin Atlantic's Winning Factors
APEX highlighted Virgin Atlantic's continued investment in new aircraft, upgraded premium cabins, and high-quality onboard Wi-Fi as key factors in securing the overall title. The airline impressed passengers with consistently high scores across all evaluation categories. Virgin Atlantic was founded in 1984 by Sir Richard Branson after he identified an opportunity to create a customer-focused long-haul airline. Its first flight took off on June 22, 1984, using a single second-hand Boeing 747 flying between London Gatwick and Newark, United States.
Network and Fleet
Today, Virgin Atlantic operates mainly from London Heathrow, Manchester, and Edinburgh, flying to 28 destinations across five continents. Its network includes cities in North America, the Caribbean, Africa, and Asia, such as New York, Los Angeles, Orlando, Johannesburg, Delhi, Mumbai, and Seoul. The airline recently became the first British carrier to launch direct flights between London Heathrow and Seoul, South Korea, and is due to begin direct flights to Phuket, Thailand, later in 2026. The airline operates a fleet of 43 wide-body aircraft, comprising Boeing 787 Dreamliners, Airbus A350-1000s, Airbus A330-900neos, and Airbus A330-300s.
Other APEX Award Winners
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. Virgin Atlantic's long-standing reputation for innovation—including introducing premium economy seating, seatback entertainment across all cabins, and its Clubhouse airport lounges—has contributed to its success.
