This 2004 Cabin Staff of the Year survey surpassed all our expectations in terms of the volume of response, and global coverage achieved…
This 2004 Cabin Staff of the Year survey surpassed all our expectations in terms of the volume of response, and global coverage achieved – with over 93 passenger nationalities taking part. The final number of 2,117,846 eligible nominations shows an increase of an extra 300,000 entries on the 2003 survey figures. Peter Miller, Marketing Director of Skytrax, commented on the Cabin Staff of the Year survey results as below ….
This is the 3rd year of operation for the World`s Best Cabin Staff Survey – and for the third time, the title of World`s Best Cabin Staff goes to Malaysia Airlines. One of the key attributes for the continued success of Malaysia Airlines was stated by many survey respondents as being the general `warmth and character` portrayed by their cabin staff.
It is the word `character` which plays such an important role in today`s service industries. In many customer service roles, it is possible to train staff to provide efficient service standards, but at the end of the day it is the softer elements – such as the actual warmth, character and sincerity – which make the difference between good service, and a truly memorable service.
Thai Airways takes second place in the 2004 Survey, and in a very close fight for final survey placing, THAI was ahead of Malaysia Airlines on several occasions during the project – THAI`s 2nd position is a jump up from 6th place in last year`s Survey.
Asiana Airlines from South Korea is unchanged at 3rd position – a very consistent performer in the different Survey categories, and was described by many as one of Asia`s best kept secrets! From this we noted that whilst Asiana may not be as well known as some larger Asian carriers, their passengers tend to become loyal Asiana followers once they have experienced the high standards of service the airline provides.
Air Tahiti Nui (one of the smallest airlines featured in the survey) achieved extraordinary success by taking 4th position in the final global rankings – and top place in the Australia / Pacific regional group. With their slogan of `where the journey begins`, it is clear from their result in this year`s survey that their customers are in full agreement.
Unchanged from their 2003 ranking, Qatar Airways takes 5th place in the survey – the leader in the Middle East, where competition is becoming more intense as each year goes by. Qatar Airways is the only airline in the Top 10 ratings which has a multi-national cabin staff – in some respects seen as a slight disadvantage in being able to portray a specific national type of characteristic. That said, with their slogan of `taking you more personally`, Qatar Airways is clearly achieving high standards of passenger satisfaction.
Singapore Airlines moved into 6th position this year (up from 9th in 2003), and received a fairly constant level of support from customers. Recalling former marketing slogans of service that other airline`s talked about, it seems that whilst SIA has lost its earlier leadership status, the airline is moving back up in the league tables.
All Nippon Airways (7th) is again Japan`s top airline for cabin staff service, and moves up one place from their 2003 ranking.
SriLankan Airlines stays in the Top 10 global rankings, placed 8th – but somewhat disappointing after their supreme achievement of 2nd place in last year`s survey.
Dragonair enters the top global ratings in 9th position – and in doing so, manage to edge out competitor (Cathay Pacific) out of the top 10 (CX placed 7th in 2003). As Dragonair embarks on international expansion in the next 12 months, this very creditable ranking can only work to their advantage.
China Airlines (the leading airline of Taiwan) is ranked 10th in the survey – slipping from 4th position last year, China Airlines has faced continually improving service standards from competitor airlines in Asia.
Looking at the different regional rankings, it is JetBlue Airways which outshines the legacy and old-established US carriers, to take 1st place as Best Cabin Staff in North America.
In Europe, Austrian Airlines move into 1st place (2nd in 2003), with regional carrier, Portugalia Airlines a newcomer to the top group this year, in 2nd position. Last year`s group winner, Swiss, secured 5th position in the 2004 survey results.
South African Airways were the runaway winners for Best Cabin Staff in Africa, with Ethiopian Airlines taking 2nd place and moving Kenya Airways down the league from 2003 positions.
In South America, TAM Brazilian repeats it`s 2003 success, in taking the 2004 title for Best Cabin Staff South and Central America.
Air Tahiti Nui heads up the Australia / Pacific group, with Air New Zealand in 2nd, and Polynesian Airlines holding 3rd place from last year`s survey.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
