APEX names world class airlines, none from North America

IF you’re good, you’re good. It’s almost like a DNA thing. But if you’re bad, change, which is not impossible, will not be easy. That’s how familiar names keep appearing in “best airline” surveys by different organisations.

The Airline Passenger Experience Association (APEX) has named its seven “World Class” airlines, and none of them are from North America. Three are from the Middle East, two from Asia and two from Europe. The survey considers among other things service, safety and sustainability. It cuts across all classes of travel.

Courtesy Singapore Airlines

Singapore Airlines (SIA) is one such ubiquitous presence in honours list. It is placed consistently among the top three airlines by Skytrax, winning the title four times since since inception of the awards. It is also a top favourite of Conde Nast readers. APEX recognises the airline’s “elevated service standards, notable brand integrity (and) best in class customer retention”.

Courtesy Getty Images

The other Asian airline named by APEX is Japan Airlines (JAL), which was fifth in last year’s Skytrax survey but lagged behind rival All Nippon Airways which is absent in the APEX honours list. APEX commends JAL for “outstanding hospitality”.

A notable absence is Cathay Pacific, another familiar name in the Skytrax awards. But Cathay seems to have suffered from diminished presence internationally because of the COVID-19 pandemic. honours

Courtesy EPA

According to APEX, Emirates has the best inflight entertainment product, a “quality first” mindset and an engaging crew. Qatar, which was crowned this year’s Skytrax winner, is praised by APEX for “impeccable dish presentations (and) distinctive design”, innovative guest experience and spacious cabin.

Courtesy AFP

Another notable absence in the APEX list is Etihad Airways which together with Emirates and Qatar form the formidable, big three Gulf carriers of global standing.

Courtesy Getty Images

Saudi Arabian Airlines (Saudia) seems to have taken Etihad’s place. APEX commends Saudia for its hospitality, impeccable dining experience and commitment to safety and innovation. The airline offers inflight chefs to personalize meals.

Courtesy KLM

That leaves two others named by APEX in its list of world class airlines, and they are from Europe – KLM and Turkish Airlines. Unlike Asian and Middle-eastern carriers, European airlines command a lesser if sporadic presence in the Skytrax awards.

Courtesy Turkish Airlines

APEX commends KLM for “leadership in sustainability, circular mindset evident at all levels, remarkable efficiency and engagement on short sectors.” In the case of Turkish Airlines, it is “excellence in cuisine, extraordinary generosity, brand integrity (and) safe travels”.

So how can one explain the absence of North American carriers in the APEX list of world class airlines? And, for that matter, the major carriers of Southwest Pacific namely Qantas and Air New Zealand?

American carriers seem not to fuss too much about international awards, perhaps acknowledging how they fare not as good compared to Asian and Middle-eastern carriers, particularly in the department of service and hospitality. They are less prone to pampering their passengers. Forget the frills. They seem to be more focused on functional efficiency and the highly competitive domestic market. You may not be spoilt by the crew, but you can hope that you depart and arrive safely on time with with your bags.

Qantas and Air New Zealand are probably disappointed not to be named by APEX. But mind you, seven is a small number.

But winners who readily lap up the cream from all and sundry must also be prepared to accept the flak. Perhaps the reason why once a winner, there is always the pressure to stay one.