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Most considered airlines in the Nordics: Finnair, Norwegian, and SAS
Nordic travellers have plenty of airlines to choose from, whether they are booking a quick city break or planning a long-haul trip. But when it comes time to book, which airline brands are really winning over consumers?
In YouGov’s Nordics airline rankings 2026, we reveal the airlines travellers in Denmark, Finland, Norway, and Sweden are most likely to consider for future travel, alongside the brands leading on customer satisfaction among current and former customers.
Based on always-on data from YouGov BrandIndex and YouGov Profiles, the report explores how airline preferences vary across generations and genders in Sweden, which brands improved most year-on-year, and what really shapes traveller perceptions today.
Drawing on responses from more than 12,000 Nordic consumers, the findings offer a data-driven view of the airline landscape and the brands building stronger consumer confidence.
Download the full report to learn:
- Which airlines are most considered among travellers likely to purchase a travel in the next 12 months?
- Which brands rank highest for customer satisfaction among current and former customers?
- How do airline preferences differ by gender and generation in Sweden?
- Which airlines saw biggest uplift year-on-year?
- How do current and former SAS customers behave in their travel patterns?
Methodology
The insights in this report are sourced from YouGov’s always-on brand tracker YouGov BrandIndex and YouGov´s tool for deep audience understanding YouGov Profiles.
The rankings in this report are based on nationally representative data. In this report, we have highlighted the top performing brands that are winning over Nordic consumers based on Consideration among future travelers, and Satisfaction among current and former customers. Future travelers are those who are “Somewhat likely”, “Likely” or “Very likely” to purchase a travel in the next 12 months.
Consideration score is based on the question: ‘When you are in the market next to purchase a trip, from which of the following would you consider purchasing?’ For the Satisfaction rankings, respondents answered the question: “Of which of the following brands/companies would you say that you are a Satisfied/Dissatisfied Customer?”
A minimum base size of 300 (n) is required. To qualify as top ranked, brands have held tracked scores for at least 6 months (183 days). To qualify as top improvers, brands have held tracked scores for at least 18 months (548 days).
Scores have been rounded to a single decimal place. For improvers, brands are ranked based on their change in scores. In cases where the change in score is the same between two brands, the current scores are used as a secondary metric to determine their ranking.
The customer profiles in this report are powered by YouGov Profiles – an ever-growing source of consumer data, with 2+ million data variables from YouGov’s 30+ million global panelists. The data used in this report was accessed via Profiles+ Sweden, 2026-05-10.
Throughout the report, unless otherwise noted, each generation is defined as: Gen Z (1997 or later), Millennial (1981-1996), Gen X (1965-1980) and Baby Boomers+ (Pre-1964).