According to the UK Civil Aviation Authority, passengers from UK airports were up +3% in Q2 of 2025, vs the same period in 2024.
However, Kantar’s Summer 2025 Travel Insights revealed a drop in consumers researching holidays online at every stage of their journeys: from dreaming, planning, and booking. Kantar’s BrandDigital platform harnesses the power of branded search data to provide an unparalleled lens into consumer intent and uncovered declining consumer interest in airline brands themselves. Based on an average of 18.6 million monthly UK Google searches (related to 20 airlines over the last four years), BrandDigital has revealed an overall -6% decline in branded searches over the last twelve months.
While rising passenger numbers suggest a potential opportunity for brands in the holiday and travel industry, it’s not reflected in branded airline searches which are decreasing. As Kantar has correlated search interest with both sales and salience, it is essential for airline brands to re-engage with travellers to strengthen their share of search.
What’s more, search terms such as ‘dimensions’ and ‘carry on’ are the only growth drivers of branded search (respectively +13% and +10%), reflecting that the transactional and pragmatic features are currently the main determinants of consumer interest for airlines. This trend highlights a missed opportunity for airlines to inspire consumers and create differentiation.
Understanding drivers of consumer behaviour
Kantar research shows consumer motivations for travel often revolve around a desire for adventures and social connection, highlighting the vast opportunity for airline brands to build associations that mean more to consumers than baggage limitations. To build back search demand, and consequently grow market dominance, airline brands need to think outside the box with how they can tap into the emotional, experiential element of travelling.
BrandDigital data reveals that one brand is already making the most of this opportunity, while others are falling behind.
The Cathay Pacific exception: A blueprint for growth
Amongst the 20 airline brands tracked in the last year, only three had increased search interest, with Cathay Pacific leading at +21% growth. This rise is testament to a successful strategy, aligned with evolving consumer motivations.
Cathay Pacific have leveraged the power of exclusive experiences, acting as the key partner of the Hong Kong Rugby Sevens. This iconic event, a vibrant celebration of sport and culture, has recently seen its highest ticket sales, attributed to the 2025 opening of the much anticipated Kai Tak Stadium. During the competition in March 2025, search interest for the event spiked dramatically and Cathay Pacific capitalised on this boom: the brand recorded its highest search volume in March 2025 (214K), +18% higher than the average monthly searches over the past 12 months.
Recognising the consumer desire for seamless and curated experiences, Cathay Pacific offered package holidays that bundled flights, event tickets, and accommodation for the Hong Kong Sevens. This focus on bundles aligns with consumers interest: BrandDigital reports that 'Packages' made up over 60% of all airline branded searches last year, making it the leading search theme.
Cathay Pacific’s strategic move capitalises on this key consumer preference in travel: its ‘Package’ theme searches have risen by 21% over the past year, one of the fastest increases for Cathay Pacific searches.
Consequently, Cathay Pacific have redefined what the brand means to its consumers, shaping their involvement with the Hong Kong Sevens to be more than just a sponsorship; it's now an integrated offering that speaks directly to a consumer seeking a complete, hassle-free, and exclusive experience. By linking their brand with a highly desirable event and packaging it with convenience, Cathay Pacific has effectively created new pathways to consumer engagement, sparking a boost in search interest.
Kantar’s 'Future of Travel' report uncovered that consumers are increasingly looking for "more exclusive" yet still high-quality experiences. It’s not just about a mode of transport; it’s about an enriched journey and a memorable destination. Cathay Pacific serves as a prime example of a brand expertly navigating this shift. Not only have they identified the link between exclusive events and package offerings, but they've actively leveraged it to drive significant growth.
Learning from the data: The future of travel is exclusive and experiential
Taking a closer look at consumer interest in Packages, predominant branded searches relate to generic ‘holidays’ and ‘city breaks’. Despite significant consumer interest in Packages themselves, search volume has declined by 10% over the past year. This suggests that airline brands should take further action to sustain momentum and revive consumer engagement with Package offerings.
Search data shines light on brand’s specific areas of interest for consumers and can guide marketing strategies. For example, BrandDigital reports that searches for British Airways’ ‘multi center’ increased by 33% last year, indicating strong demand for multi-destination packages.
Brands that use search data to predict and unpick shifts in consumer motivations can stay in touch with what consumers really want, successfully tailoring successful strategies.
Unlocking your brand's growth potential
While many airlines operating in the UK are grappling with declining search interest, the Cathay Pacific story offers a clear roadmap for recovery and expansion: anticipating and adapting to consumers’ changing behaviours and building brand differentiation..
This is where Kantar's BrandDigital comes into its own. By providing granular insights into search queries, trends, and competitor performance, BrandDigital empowers brands to:
- Identify emerging category trends: Uncover nascent consumer interests and shifts in demand
- Pinpoint growth opportunities: Discover untapped events, destinations, or partnership possibilities that resonate with evolving consumer preferences.
- Benchmark against competitors: Understand where your brand stands in the competitive landscape and learn from the successes of others.
The skies for airline brands may seem turbulent, but with the right navigational tools, new flight paths to growth are waiting to be discovered. By embracing the power of search data, brands can move beyond simply reacting to market shifts and proactively shape their future, ensuring they not only weather the storm but soar above it.
Want to discover how Kantar BrandDigital can help your airline uncover emerging category trends and drive sustainable growth? Contact Coralie.Storz-Hatier@Kantar.com for a personalised demonstration.
