Today we are pleased to announce TheDesignAir’s 11th annual award winners, as we celebrate the very best in aviation design, brand, and passenger experience around the world. Every year we see airlines across the globe continue to advance the passenger experience in the air and on the ground. There has been a new wave of entrants in our Judges’ Choice Awards again this year as carriers continue to invest in the passenger experience and brand. As always, we’re thrilled to see startups and smaller carriers challenge established airline brands with decades of experience, all carriers continuing to excel and taking their place as award winners in 2023.
Like every year, TheDesignAir uses both an esteemed judging panel and for our design airline votes, with a blend of public voting too. Once again we had more than 10,000 votes cast this year. 2023 saw fierce competition and while some awards were too close to call, we are thrilled to finally announce this year’s standout winners, and celebrate all of our nominees too.
| Judges’ Choice Awards 2023 | Design Airline Awards 2023 |
| NEW: Design Innovation Award 2023 Bermudair | Design Airline of the Year North America, 2023 JetBlue |
| Best New Uniform 2023 Kuwait Airways | Design Airline of the Year South America, 2023 LATAM |
| Best New Airport Lounge 2023 American Airlines, Washington DCA | Design Airline of the Year Europe, 2023 Turkish Airlines |
| Best New Livery 2023 JetBlue | Design Airline of the Year Middle East, 2023 Etihad Airways |
| Best New Business Class 2023 Hawaiian Airlines | Design Airline of the Year Africa, 2023 Ethiopian Airlines |
| Best New Premium Economy Class 2023 Japan Airlines, A350 | Design Airline of the Year Oceania, 2023 Air New Zealand |
| Best New Premium Business/First Class 2023 Japan Airlines, A350 | Design Airline of the Year Asia, 2023 China Airlines |
| Most Improved Airline Brand 2023 Etihad Airways | Design Airline of the year 2023 Etihad Airways |
Design Innovation Award, 2023
Bermudair ‘Aisle Suite’
Bermudair’s recent entry into service was designed to bring a luxury experience to those travelling to and from Bermuda. However, with an E-175 fleet, bringing luxury had its challenges, but this is where Factorydesign stepped in with an innovative approach to delivering more space and luxury to the standard 2-2 seating configuration. Considering the short travel times, the airline opted against a fully-flat bed, instead opting for optimum comfort by changing the 2-2 seating into a 1-1 suite product with new seat furniture built to replace one of the seats. Our judges found this innovative approach to taking an existing product and creating a suite from the existing seat track and architecture inspired as it paves the way for more innovative thinking when it comes to our cabins of the future.
www.flybermudair.com
Best New Uniform, 2023
Kuwait Airways
This year saw Kuwait Airways launch a stunning new uniform from Italian fashion designer Ettore Bilotta. In May the new threads joined Kuwait Airways in the skies elevating the carrier’s image. The designer has launched uniforms for the likes of Turkish Airlines, Alitalia and Etihad, and Kuwait Airways is no exception to the rule, with a stunning new range of uniform elements including gloves, bags, hats, and a range of clothing that features a repeating diamond motif, designed to reflect the ‘preciousness of their people and link to Kuwait Airways desert roots.’ The attention to detail and well considered design palette impressed our judges this year.
www.kuwaitairways.com
Best New Livery, 2023
JetBlue
It’s hard to beat something that’s already impressive, but JetBlue set out to do exactly that with its new livery. Doubling-down on its name, the airline has gone all out with an all-blue fleet to replace its existing smart blue and white livery. This fresh new look is Calder-esque, making the carrier truly stand out in a sea of legacy carriers, but this updated livery still celebrates its iconic mix of tail fin designs, albeit refreshed for 2023. As a disruptor brand, JetBlue isn’t standing still, and we’re thrilled as judges to see such a bold, exciting new livery that will certainly stand the test of time.
www.jetblue.com
Best New Airport Lounge, 2023
American Airlines, DCA, Washington DC
From the start of the year, American Airlines has started a roll out of exciting, well-considered new lounges with a deeper residential aesthetic. The wave of new lounges started with Washington National Airport (DCA) after it opened the new E pier there. With swathes of design touches, American has started to warm its design palette with natural materials, warmer tones and a greater emphasis on comfort. At the heart of the lounge, a grand fireplace sets the tone for the new American, which will be joined by new cabin interiors echoing this new design palette next year.
www.aa.com
Best New Premium Economy Class, 2023
Japan Airlines A350
Japan Airlines has introduced a brand-new wave of products on its new flagship A350-1000 aircraft which will be entering into service shortly. JAL has continued to buck the trend of shrinking seat proportions, instead celebrating an industry leading 42” of seat pitch, giving ample space for passengers on some of JAL’s longest routes. With a calf rest that can extend all the way to 180 degrees allows for more space for smaller travellers and a larger range of comfort for all passenger types.
www.jal.co.jp
Best New Business Class, 2023
Hawaiian Airlines
Dubbed Leihōkū Suites, Hawaiian’s brand new Business Class product that will start commercial service in early 2024 is lightyears ahead of its existing wide-body offering. When the seats – which will be found in the airlines new Dreamliner fleet – start flying, they’ll be joining the ranks of Qatar Airways and other flag carriers who also fly the brand new Adient herringbone product. While the seat itself is impressive, the lengths the airline has gone to in partnership with Teague to brand and design an iconic cabin makes Hawaiian’s new 787 product a masterclass in modern Business Class. From starry skies to leaf motif entryways, and the use of Koa wood, the airline has managed to bring experiential storytelling to life in a way that only a handful of other carriers have.
www.hawaiianair.com
Best New Premium Business / First Class, 2023
Japan Airlines A350
Joining JAL’s Premium Economy win, the same new aircraft is also bringing the airline’s second award thanks to the bran-new First Class cabin, which is the largest First Class product JAL has had to date. The private suite offers a super wide seat that can turn into a double bed complete with built-in headrest speakers, which is going to be the perfect accompaniment to enjoy the 43” wide 4K screen. There’s also ample storage in the suite, including under-ottoman and your very own wardrobe. JAL has set the bar high for its competitors.
www.jal.co.jp
Most Improved Airline Brand, 2023
Etihad
2023 has been an epic year for Etihad. From its 20th anniversary to the rollout of the new Armani Casa range, new 787 cabins and more importantly the move to its new home in Abu Dhabi’s Terminal A, there has been a lot for Etihad to be excited about. But Etihad has worked tirelessly for a few years now improving its product, image and consistency across its fleet. It’s for these very reasons we’re proud to award Etihad as the most improved airlines brand this year. The airline hasn’t stopped in its efforts to elevate the passenger experience in the skies and on the ground.
www.etihad.com
Design Airline of the Year North America, 2023
JetBlue
Although competition was fierce, JetBlue continues its winning streak this year, upholding its position as the leading Design Airline for North America. As well as the new livery, the airline’s strong design aesthetic across the entire passenger experience have created a consistent, much loved airline brand. Pairing digital, personal and physical experiences, there’s an intuitive design language that flows throughout the entire passenger journey, and it’s this well thought through approach that propels the carrier above its regional counterparts. With so many design cues and layers to the brand palette there’s a lot JetBlue should be proud of in 2023.
www.jetblue.com
Design Airline of the Year South America, 2023
LATAM
LATAM’s solid brand position has helped the carrier feature in our awards since 2017, but the recent award for Design Airline of the Year, South America 2023 is the sixth consecutive award for the airline. Thanks to a carefully considered brand aesthetic that shines the spotlight on the multiple cultures it represents, the carrier has brought the very best of the South American continent to the global stage.
www.latam.com
Design Airline of the Year Europe, 2023
Turkish Airlines
Turkish Airlines has once again held on to its crown as Design Airline of the Year, Europe 2023. Turkish has continued to excel at passenger experience and brand touch-points. With next year seeing the arrival of the carrier’s upgraded 777 product as well, there’s been no pause in the airlines determination to continue to innovate and improve its product. The use of a consistent brand image, colour palette and design language throughout the digital and physical experiences has helped create a powerful airline brand that continues to impress against its European counterparts.
www.turkishairlines.com
Design Airline of the Year Africa, 2023
Ethiopian Airlines
Ethiopian is one of the most modern, progressive carriers in Africa, and has become a well-known, respected airline brand across the globe. With the continued upgrade of Addis Ababa Bole International Airport and the services inside, all-new lounges, and continually upgraded inflight product, the carrier is highly deserving of its award as Design Airline of the Year, Africa 2023. With the addition of new airframes, the airline is continually investing in a fleet and passenger experience that will keep the carrier at the forefront of the airline industry on the world’s fastest growing continent.
www.ethiopianairlines.com
Design Airline of the Year Oceania, 2023
Air New Zealand
Air New Zealand has continued to shine this year, with a well-deserved award as Design Airline of the Year, Oceania 2023. With new cabin products, uniforms and soft products just around the corner, a strong bold brand and strategic partnerships with excellent design leaders, the carrier oozes design details across the passenger experience. We’re thrilled to see the carrier continue to evolve its passenger experience, invest in new products, and continue to be the brand platform for Aotearoan design on the international stage.
www.airnewzealand.com
Design Airline of the Year Asia, 2023
China Airlines
China Airlines has once again climbed the ranks to lead the Asian region this year. The airline has continued to strive to improve its passenger experience, and with its increasingly modern fleet and introduction of A321s for its short and mid-haul flying, the airline has won the hearts and minds of our judges and public panels. The airline has stiff competition on its home turf, yet this year China Airlines is shining above its competition, offering a solid, well considered design product that goes above and beyond.
www.china-airlines.com
Design Airline of the Year Middle East, 2023
Design Airline of the Year, 2023
Etihad Airways
Etihad has not just shone in its own region where it was crowned Design Airline of the Year Middle East, 2023 – but also our most prestigious award – Design Airline of the Year, 2023. Etihad has proven itself above all other carriers across the globe as this year’s leading global design airline. The award comes after a period of investment in the passenger experience, including new menus, soft products and even new aircraft with upgraded seats and services. If this wasn’t enough, the new highly anticipated home in Abu Dhabi has helped elevate the entire ground experience to challenge the impressive homes of its nearby rivals. Etihad is shining bright this year with more enhancements coming in 2024.
www.etihad.com
The Top 20 Design Airlines 2023
This year we’re also thrilled to announce the ranking for our Top 20 Design Airlines 2023 as voted for by yourselves and our esteemed judging panel.
| Airline | TDA Score | Rank |
| Etihad Airways | 87.5 | 1 |
| Turkish Airlines (Silver Award) | 87.1 | 2 |
| Condor (Bronze Award) | 86.2 | 3 |
| China Airlines | 85.7 | 4 |
| Virgin Atlantic | 85.3 | 5 |
| Air New Zealand | 84.9 | 6 |
| Oman Air | 84.8 | 7 |
| LATAM | 84.4 | 8 |
| JetBlue | 83.8 | 9 |
| Hawaiian Airlines | 83.6 | 10 |
| Starlux | 83.4 | 11 |
| Qatar Airways | 83.3 | 12 |
| Singapore Airlines | 83.0 | 13 |
| Ethiopian Airlines | 82.8 | 14 |
| Fiji Airways | 82.5 | 15 |
| Aeromexico | 82.2 | 16 |
| Air Mauritius | 82.1 | 17 |
| Cathay | 81.9 | 18 |
| Qantas | 81.7 | 19 |
| South African Airways | 81.6 | 20 |
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