The UK’s best and worst airlines for customer service over the past year have been revealed in a new Which? survey.
It’s peak holiday season for millions of Brits nationwide at the moment, with August having just arrived and schools across the country now out for the summer, so it stands to reason that more people will be hopping on a plane in search of some sunshine than usual, and with that, airlines will have a lot more customers to keep satisfied.
But which airlines are considered to be the ‘worst’ when it comes to customer service?
Well, in a bid to get to the bottom of this, Which? decided to run one of its annual surveys to see “where customer service is going wrong” – and, on the flip side, where it’s going right – and find out who the worst offenders are.
The leading consumer group asked more than 1,000 adult passengers who had travelled with and contacted a major UK airline in the last year about their experiences of customer service, and asked them a series of questions to answer with ratings based on how satisfied or dissatisfied they were with that experience.
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Which? also used undercover researchers posing as customers to contact some of the UK’s most popular airlines, as well as those that previously rated poorly for customer service or rated poorly overall in its recent surveys, during the busy Easter break earlier this year.
British Airways, easyJet, Jet2, KLM, Tui, Ryanair, Vueling, and Wizz Air were the airlines contacted.
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Unfortunately, it was Wizz Air that claimed the not-so-coveted top spot on the 2024 list, with fellow budget airline Ryanair following close behind in second.
A table of results showing the UK’s worst airlines for ‘overall customer service’ in 2024 / Credit: Which?
Wizz Air received the lowest scores with only +13 satisfaction rating for ‘overall customer service’, which is 39 points behind the sector average of +52, while Ryanair also performed poorly and sits at nearly half the sector average with a mere +28.
British Airways was the only other airline to perform below average for ‘overall customer service’, sitting third-from-bottom of the table with a score of +46, which is 6 points below the average.
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While Which? says its latest survey findings go some way to suggesting there may be some underlying issues affecting airlines’ customer service that needs to be addressed, and that improving these should be a “priority to regain customer trust and satisfaction” for the airlines found to be the worst offender, it’s not all doom and gloom.
That’s because, on the positive side, Jet2 achieved the highest satisfaction scores across nearly all categories – including ‘overall customer service’.
The only exception for Jet2 was the question ‘how well my issue/query was resolved’, where Emirates instead claimed the top spot here, with a rating of +81.
The hillside farm in the Peak District making its own ice cream
Daisy Jackson
Did you know there’s a 300-year-old farm in the Peak District serving up some of the freshest ice cream you’ll ever taste? And yes, you can meet the cows that made it while you’re there.
Welcome to Hope Valley Ice Cream, a family-run gem where things are kept refreshingly simple: happy cows, proper farming, and seriously good ice cream.
Set in the heart of the Peak District countryside, this place is about as wholesome as it gets.
The ice cream is made on-site in the farmhouse, literally just metres from where the dairy herd are out grazing.
You can watch the animals, wander around the farm, and then tuck into a scoop or three perched on a milk pail stool, or a picnic bench (or even a decorative tractor).
Hope Valley Ice Cream has some amazing seasonal ice creams, like lemon curd, elderflower, and blackberry, alongside all the classics and a rather delicious tiramisu.
You can grab a cone, sit down with a coffee (again, made with milk from the nearby cows), or go all in with a freshly-made waffle if you’re feeling fancy.
Takeaway tubs from Hope Valley Ice CreamYou can get a mini pail of ice creamMeet the newborn calves at Hope Valley Ice CreamTuck into your ice cream on a milk pail stoolHope Valley Ice Cream
And if you’re the type who really loves ice cream? You can actually order a full pail of it, with four huge scoops plus whipped cream and sauce.
The farm itself is run by the Marsden family, who’ve been working this land for generations. It shows in everything – they’ve created a place that feels genuinely welcoming, not just another tourist stop.
Beyond the ice cream, you’ve got plenty of reasons to stick around. There are calves (including the newest tiny arrivals), plus donkeys and pigs to say hello to.
Whether you’re heading out on a hike or just fancy a drive into the Peaks, this is one pitstop that’s absolutely worth it – and honestly, it’s worth the trip on its own.
Unspoiled Lancashire village with no aerials or road signs named one of the best places to visit this spring
Daisy Jackson
A village in Lancashire has been named one of the best places to visit in the UK this spring – and it’s not hard to see why.
The picturesque little village of Downham has been owned by the same family for centuries, and has no road signs, no aerials, no overhead phone lines. It really is totally unspoiled.
The Assheton family, who reside at Downham Hall, has ensure the village and surrounding farms remain as a preserved, unspoilt community.
And that’s caught plenty of attention over the years, with the village used as a setting for TV and films over the years thanks to its historic charm.
After you’re done wandering, you can grab a scoop of local ice cream, or a pint in the 18th century Assheton Arms gastropub nearby.
The village has just been named one of the top places to visit in the UK this spring in a new guide released by LNER.
They said Downham feels like ‘a step away from the everyday’.
The listing says: “If you’re looking for somewhere that feels a step away from the everyday, Downham is a good place to start.
“Family-owned for generations, the village has kept things simple, no road signs, no aerials, just open views and a quiet sense of history.
“Set within the Forest of Bowland, it’s easy to see why it’s been used as a backdrop for films and TV over the years, including Whistle Down the Wind and The Secret of Crickley Hall.
“Grab a scoop of local Lancashire ice cream from the village shop and head to the banks of Downham Brook, a perfect spot to sit and listen to the water as the village wakes up for spring.
“Finish your trip at the award-winning Assheton Arms; this 18th-century gastropub sits at the highest point of the village, serving up seasonal plates alongside tranquil countryside vistas that make the modern world feel miles away.”
David Flesher, Commercial Director atLNER, said: “At this time of year, many people are looking for a chance to make the most of longer days and see more of the country as it’s changing with the season.
“Across the UK, some of the best scenery sits beyond the larger towns and cities, in villages that offer a different pace and new experiences. Travelling by rail is one of the best ways to reach these places and enjoy the journey along the way.
“This research highlights destinations that showcase the variety of landscapes across the country, encouraging people to step outside their usual routine and see more of what’s on their doorstep, and further afield.”
Emily Sergeant -
1st August 2024 
