Our recent review of the per-visit homepage output shows that the airline sector has reached a point where digital change is no longer optional. When 98.7% of measurable airline websites fail Core Web Vitals, this is not simply a technical performance issue; it directly affects the customer journey across search, booking, check-in, support, and loyalty engagement.
For airlines, the website is often the first operational touchpoint before a passenger ever reaches the airport. Slow, unstable, or inaccessible digital experiences create friction in moments where customers expect speed, clarity, and confidence. Accessibility is also a major area for improvement: only 2.6% of websites achieved a perfect ACS 100, showing that fully inclusive digital access is far from the sector standard.
This is also a clear opportunity to move forward. Airlines that invest in faster, cleaner, and more accessible websites can improve customer trust, reduce digital frustration, support sustainability goals, and strengthen brand competitiveness. For leadership teams, it is high time to treat digital performance as part of the passenger experience, not just a technology concern.