In a bold reshuffling of global aviation loyalty, United Airlines’ MileagePlus programme has retained its crown as the world’s best frequent flyer programme in 2025, while a surge in innovation and competitiveness from Asia signals a changing of the guard in airline customer loyalty.

A comprehensive new study by leading corporate travel specialists Good Travel Management has unveiled the top ten airline loyalty schemes worldwide, with a dramatic shakeup from the 2023 rankings. Only four programmes have held their ground in the prestigious top tier, reflecting not only shifting passenger preferences but also the strategic reinvention of loyalty initiatives across the aviation landscape.

The Rise of Loyalty: A New Era in Air Travel Engagement

The importance of a strong loyalty programme has never been more evident. With Virgin Atlantic reporting a threefold increase in status match applications following controversial changes to British Airways Executive Club, the market is witnessing a new battleground: loyalty.

“Airlines are going beyond traditional incentives to offer experiences and benefits that resonate with the modern traveller,” remarked Richard Quelch, Group CMO at Good Travel Management. “This latest ranking illustrates just how critical and competitive these programmes have become.”

Top 10 Global Airline Loyalty Programmes for 2025

MileagePlus: An Industry Benchmark

United Airlines has preserved its position and solidified its dominance with a perfect 10/10 score. The MileagePlus programme continues to impress with a comprehensive suite of benefits designed to meet the needs of frequent business travellers and leisure flyers.

Among its notable features:

• Points are valid for up to 180 months—one of the most extended lifespans in the industry.

• An expansive global network with access to 363 destinations, up from 342 in 2023.

• A leading innovation in 2025: the first U.S. airline to introduce pooled miles, allowing families and friends to combine points for redemptions.

• Seamless upgrades via its mobile app, including automatic window or aisle seat reassignments.

• The second-best long-haul legroom is 75 inches behind Air New Zealand’s Airpoints at 79 inches.

These enhancements reinforce United’s commitment to enhancing passenger satisfaction, value, and global connectivity.

Eastern Miles Soars with Strategic Alliances

China Eastern Airlines Eastern Miles has climbed from sixth to second place in a striking ascent, earning an impressive 8.08 rating. The programme’s overhaul—notably extending its points expiration policy from 36 to 180 months—significantly improved its ranking.

Although the airline now services fewer destinations (223 in 2025, down from 248 in 2023), China Eastern actively reinforces its international presence through new partnerships, including a significant joint venture with Etihad Airways and a codeshare alliance with Virgin Atlantic.

This forward-thinking approach positions Eastern Miles as a powerful contender in the evolving loyalty arena.

SkyMiles Rises as Delta Reinvents Experience-Based Loyalty

Delta Airlines’ SkyMiles has experienced the most dramatic jump among returning contenders, catapulting from 10th to 3rd place with a solid score of 7.40. Delta has leveraged digital partnerships and experience-based offerings to reinvigorate its loyalty appeal.

Key advancements include:

• The revamped SkyMiles Experiences platform offers members exclusive access to five curated travel and lifestyle collections.

• A pioneering alliance with Uber, where members can now earn additional miles on UberX, Uber Black, Uber Eats, and more.

• 311 destinations and a competitive 180-month point validity.

While SkyMiles offers just 45 inches of legroom, its broader ecosystem of experiential value resonates with modern travellers who crave more than a seat.

Asia’s Loyalty Powerhouses Lead the Charge

Forty percent of the top ten programmes now belong to Asian airlines—a significant shift from previous years that underscores the growing sophistication of the region’s aviation offerings. Korean Air’s SkyPass, Asiana Club, and Singapore’s KrisFlyer demonstrate high performance, further reflecting the East’s rise in global aviation.

Among them, MEA Cedar Miles stands out with top-tier lounge review scores and an expansive rewards portfolio—hallmarks of its success in the Middle East and beyond.

Downward Moves and Market Shakeouts

Not all programmes weathered the storm of 2025’s recalibration. British Airways Executive Club saw a dramatic tumble from 8th in 2023 to 36th, owing to tightened member benefits and expiration policies. Meanwhile, LATAM Pass took the crown for the most-searched programme online, recording over 450,000 monthly Google queries—indicating the market’s growing attention to Latin American carriers.

At the bottom of the rankings sits Sri Lankan Airlines’ FlySmiLes, with a dismal score of 0. Its shortcomings include a mere 17 inches of legroom, 37 destinations, and a minimal 36-month expiration policy—offering little to entice loyalists in a highly competitive marketplace.

Other programmes in the bottom three include:

• Finnair Plus (0.18)

• TAP Air Portugal’s Miles & Go (0.53)

A Clear Message: Loyalty Is No Longer Optional

As airlines adapt to a post-pandemic reality marked by digital convenience and rising customer expectations, loyalty schemes are becoming essential strategic tools—not just marketing add-ons. With global travellers increasingly discerning, airline loyalty in 2025 must be seamless, generous, and rewarding.

Quelch concludes: “The loyalty landscape in 2025 is proof that airlines who listen, adapt, and innovate will win customer hearts—and wallets. These rankings are a reflection of trust earned, benefits delivered, and a journey reimagined.”

For frequent flyers and business professionals planning their next travel, the choice is no longer just about price or convenience. More than ever, loyalty is taking centre stage in defining the modern travel experience.

Written by: Karuna Johnson

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