Singapore Airlines jets into first place thanks to customer service, Emirates second

While Singapore Air was voted the best airline in the world this year by readers of Condé Nast Traveler, Emirates came in second place with Virgin American in third position.

A flyer wrote that 'the flight attendants on Singapore Air are the most courteous of any airline'. Eric Piermont / AFP

When it comes to jetting around the world, it appears that customer service is now more important than whether you have the latest flatbed or entertainment system.

This is according to Condé Nast Traveler's Readers' Choice Awards 2014, which voted Singapore Airlines as the best carrier in the world, with one respondent writing: "The flight attendants on Singapore Air are the most courteous of any airline."

Hot on its heels in second position is Emirates, with Virgin America completing the top-three line-up.

This year’s edition of the survey, which first started in 1988, was put together from the responses of more than 77,000 readers of the travel magazine.

So why did Singapore Airlines come out on top?

Flight attendants who greet passengers by name and fete honeymooners with beverages may sound like a throwback to the early jet age, but according to Condé Nast Traveler, they are part of the service mantra on Singapore Air that is drilled into the crew from the first day of a famously rigorous training programme.

Singapore Air also gets high marks for comfortable seating and continuous upgrades to its premium product, such as the Singapore Suites, a pair of fully flat recliners that can be transformed into a double bed, offered exclusively on its double-decker A380 planes. The carrier has bucked industry trends by investing heavily in its in-flight kitchens, with a “book the cook” programme in which premium flyers can pre-order meals designed by top chefs.

For Emirates, its over-the-top amenities have gained it a loyal following among free-spending flyers. Where else could you take an in-flight shower or belly up to the bar than on the top deck of one of the carrier's signature A380s?

While the Dubai-based airline has luxurious accommodations in the pointy end of the planes – private suites in first class, compartments with minibars in business – it also gets a nod for having the “world’s best” airport lounges, complete with showers and quiet rooms at its hubs in Dubai and major destinations such as New York and London.

q&a top airlines

So what propelled Virgin America to the third position in the ranking?

The San Francisco line was not only among the top three global airlines, but was also named the top US airline for the seventh year in a row. One reason was readers considered it a real first-class product, unlike the watered-down versions on other domestic airlines, and the fact that it’s not impossible to score an upgrade.

Any other wow factors?

Flyers also like Virgin America’s sophisticated but user-friendly interactive system that offers features such as touch-screen meal orders and seat-to-seat messaging, as well as a slew of video selections with lots of options for children. The line’s hip and irreverent style gets high marks, too, with a number of readers mentioning its rap safety video.

What other factors differentiated Emirates and Singapore Airlines?

Emirates won praise for being family friendly – something you don’t hear too often in the airline business these days. “One of the best airlines to fly aboard if you have kids with you” was one typical comment. Other feedback comments included: “they truly care about their customers and always try to exceed expectations”; and “amazing service and such a beautiful plane; staff are extremely polite and well educated.” This focus on how the cabin crew interacted with its passengers also extended to Sinapore Airlines. “This airline definitely treats you like a part of its family,” wrote one reader, while another commented: “Great service, great food, and the flight crew actually smiled.”

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