New analysis from YouGov shows which airlines Swedes most often consider when booking a flight – and which companies have strengthened their position the most over the past year.
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SAS is the airline that the most Swedes, who are very or somewhat likely to book a trip in the coming 12 months, are considering. The company has a score of 38.6, closely followed by Norwegian at 33.6. Then comes Lufthansa (21.7), Ryanair (18.6), and KLM (18.1).
The results are based on data from YouGov BrandIndex among the Swedish population and are included in YouGov's Nordic airline rankings 2026-analysis.
SAS stands for the biggest increase of the year
Although SAS is already at the top, it is also the airline that has increased the most in Swedes' consideration over the past year. SAS improves its score by 3.8 points, from 34.8 to 38.6.
KLM and Finnair are also strengthening their positions, while Lufthansa, Ryanair and British Airways show smaller increases.
– The results show continued strong competition at the top of the Swedish airline market, with SAS in particular performing strongly among consumers, says Anne Dannisboe Iversen, Head of Products Team Nordics at YouGov.
SAS strongest across all generations
SAS is the most considered airline among both men and women, as well as across all generations.
SAS performs particularly strongly among Gen X, where the company achieves its highest score of 43.1. SAS is also the clear number one among Millennials, with a score of 40.7.
Norwegian consistently ranks second across all target demographics, with a particularly strong position among Gen X and Millennials.
Ryanair also has the greatest impact among younger travellers. Among Millennials, the company achieves a score of 23.2, while the corresponding figure among Boomers+ is 12.3.
– The analysis shows clear generational differences in how Swedes view airlines. Younger travellers are generally more open to low-cost options, while older consumers more highly prioritise established brands and perceived quality, continues Anne Dannisboe Iversen.
Finnair tops customer satisfaction – SAS increases the most
Finnair comes out on top for customer satisfaction with a score of 46.9, closely followed by Norwegian (45.9) and SAS (44.4).
SAS is simultaneously the airline that has improved customer satisfaction the most during the year, with an increase of 5.4 points.
The Swedish aviation market is characterised by strong competition, primarily between SAS and Norwegian, both of which are held in high regard by Swedish consumers. SAS particularly stands out due to its strong generational position and perceived quality, while Norwegian performs very well among Gen X and Millennials, concludes Anne Dannisboe Iversen.
On the analysis
Results are based on data from YouGov BrandIndex and YouGov Profiles, collected among the Swedish population aged 18 and over, and are included in YouGov's Nordic airline rankings 2026.
The survey period runs from 1 April 2025 to 31 March 2026. The full report can be downloaded free of charge from yougov.com.
All results are rounded to one decimal place.
