Improved Customer Service and Brand Management

A strong brand is one of Aeroflot Group’s key competitive advantages and a major driver of its investment attractiveness. In 2017, Aeroflot was named the Strongest Brand in Russia and the World’s Strongest Airline Brand according to Brand Finance, the world’s leading international brand valuation agency.

The Company is focused on continuously promoting its brand, raising brand awareness, and driving consumer loyalty through excellent customer service. The market positions of Aeroflot and the Group are further consolidated through operational excellence and providing the highest quality service throughout all stages of air travel. At the same time, the Company runs a wide range of communication and marketing campaigns to support its promotion and attract new customers. According to Brand Finance, the Aeroflot brand was valued at USD 1.38 billion in 2017, compared with USD 1.27 billion in 2016.

4 Star Airline by Skytrax

The UK’s independent rating agency and the world’s leading authority on airline quality, Skytrax, affirmed Aeroflot’s 4 Star Airline rating in 2017.

Five Star Global Airline by APEX

Aeroflot has also been recognised as a Five Star Global Airline by APEX, a US-based airline passenger experience association. The APEX rating is similar to that of European Skytrax, compiled based on worldwide verified passenger feedback.

World’s Leading Aviation Brand

Aeroflot was awarded the prestigious title of the World’s Leading Aviation Brand at the World Travel Awards. The World Travel Awards is unofficially known as the travel industry’s Oscars, awarded on an annual basis to airlines in recognition of their excellent service.

Best Airline in Europe & Best Business Class

Aeroflot was rated the Best Airline in Europe by ТripAdvisor users and won the Best Business Class category. Travellers’ Choice Award recognises leading air carriers based on millions of passenger reviews

Favourite International Airline in China

Aeroflot was recognised as the Favourite International Airline in China by the prestigious Flyer Award recognising outstanding participants in China’s travel market.

Marketing communications

In 2017, Aeroflot ran integrated advertising campaigns across popular TV channels and decorated several buildings in Moscow with promotional street art. Top priorities included spreading awareness of new routes, air products and services, as well as announcing its summer and winter flight schedules. In the autumn of 2017, Aeroflot took part in the Circle of Light Moscow International Festival, one of the Top 3 international lighting design festivals, held under the auspices of the Moscow Government.

Aeroflot airline’s NPS index

The largest portion of Aeroflot’s strategic advertising activities in 2017 was carried out through traditional media to help support sales.

Throughout 2017, advertising campaigns were held in fifteen countries across Europe, Asia, and North America to improve brand awareness and position, and boost demand for connecting flights between Asia and Europe.

Along with advertising channels, Aeroflot is also focused on developing direct marketing communications and expanding customer interaction in digital channels. The Company continues to enhance its CRM functionality to improve the quality of passenger marketing communications.

In 2017, Aeroflot completed the Personalised Offer and Sales Module project for tailored communication about promotions and special offers on selected routes. Additionally, pilot SMS mass messaging helped bring additional traffic to the Company’s website.

Aeroflot is actively implementing Big Data tools for marketing communications. During 2017, the Company partnered with third-party advertising platforms Yandex, Google, and MyTarget ( to launch a series of marketing campaigns using dynamic customer base segmentation. Aeroflot plans to further develop its Big Data system by adding new data sources and enhancing machine learning models.

The Company conducted a number of marketing surveys in 2017 to understand the brand perception and collect feedback from consumers. The studies included in particular a repeat tracking survey of target customer segments in Russia, China, South Korea, Germany, Italy, and the UK, with a total sample size of 16 thousand people. Improved brand awareness by focus audience groups and better brand perception across several key emotional metrics were recorded.

In 2017, Aeroflot carried out another assessment of the Net Promoter Score (NPS) together with Bain & Company. Aeroflot’s NPS has demonstrated an upward trend throughout the entire period of project, and increased to 72.5% in 2017.

We also performed a customer satisfaction assessment in European, Middle Eastern, and Asian markets as part of IATA’s Airs@t survey, as well as a joint SkyTeam Customer Experience Research project covering all member airlines.

Customer experience

Aeroflot Group consistently enhances its airport and in-flight customer service. We study best practice and conduct in-house research to identify customer experience areas to focus on. We perform regular internal, external, and international product quality audits.

Aeroflot strives to make each flight and travel planning process as comfortable as possible for all passengers. The Company consistently enhances its service offering, improves in-flight menus, expands its range of in-flight entertainment, and improves upon the functionality and usability of its mobile apps and website.

A key element within customer interaction is promptly responding to all customer requests. Customer request handling algorithms were improved in 2017, including registration and scanning of requests left on board an aircraft; analysis and request handling times were improved.

Aeroflot Group complies with SkyTeam’s customer service requirements. SkyPriority service package has been implemented across almost all Aeroflot and Rossiya airline routes, as well as a number of Aurora’s departure airports.


 In-flight services
 Airport services
 Online services 1
 Contact centre

Aeroflot Bonus

Aeroflot continued to develop its Aeroflot Bonus programme, which offers its members an opportunity to earn free miles when flying. In 2017, the number of programme members increased by 13.4% to 6.7 million people.

In 2017, Aeroflot Bonus won two Freddie Awards in two categories – the Best Customer Service, and the Best Redemption Ability.

In 2017, the amount of miles required to purchase a one-way award ticket was reduced, award upgrade options at check-in were enhanced, new services and goods were made available in our Rewards Catalogue on the website (, and the online store ( for Aeroflot souvenirs was launched, with purchases available in bonus miles or cash. The Company continued to expand its range of goods and products from non-industry partners available for purchase using bonus miles.

Aeroflot Bonus members


Aeroflot Bonus partners


In 2017, 62 new partners joined the programme, with the total number of partners at year-end at 156, including 19 airlines. The partners include airlines, banks, hotels, car rental services, online stores, retailers, restaurants, and many more. The Company held more than 10 partner promotions in 2017, including joint projects with Sberbank, Otkritie Bank, Europcar, and AVIS. Aeroflot also continued to enhance its bonus miles programmes for premium bank products, including Alfa Bank and Otkritie Bank premium cards, attracting high-value bank customers.

A series of bonus miles promotions was also held, such as a monthly Light Awards promotion whereby passengers could purchase award tickets for certain flights using less bonus miles. On 20–27 December 2017, Aeroflot held the 95 Days of Pleasant Travel promotion to celebrate its 95th anniversary, whereby bonus programme members could purchase award tickets for Aeroflot and Rossiya airline flights with discounts of up to 30%. The programme attracted over 15 thousand new members through original play promotions launched with Disney.

1 Website, mobile website, and mobile app.