Our Content Strategy

Our content has changed a lot since we started back in 2017. The basic informational articles we produced in our early days have evolved into content that educates, informs, and even inspires passengers from all over the world. We’re proud to be a leading voice in air travel consumer advocacy by producing the most accurate and comprehensive content available.

How we’ve evolved over the years

Chapter 1: The Beginning (2017-2018)

We started with simple articles about EU261 and UK261 passenger rights regulations to explain how compensation and entitlements work. The goal was to create content to help travellers understand what to expect when facing flight delays and cancellations.

Chapter 2: Expansion (2019-2020)

In this phase, we began covering other flight-related topics like refunds, denied boarding, and missed connections. We also introduced content that analysed airport and airline performance as well as carrier-specific pages.

Chapter 3: Specialization (2021-2022)

By 2021, we were ready to launch more in-depth and complex material. We began by examining our internal data to see which airlines operated on time. Then, we used this information to create our first airline on-time performance rankings for carriers in the US, UK, and Europe. Next, we created country-specific guides to explain how EU passenger rights laws worked on a local level and published articles that explained passenger rights for involuntary downgrades.

Chapter 4: Market Innovation (2023-2024)

In 2024, we started building baggage claim content, focusing on all the major airlines and how each one handles lost, delayed and damaged baggage according to the rules of the Montreal Convention and other passenger protection regulations. 

By the turn of the year, we were sourcing flight data from OAG, Spire and other leading sources  to track flight delays and cancellations in real-time. We also implemented AirData - a massive project that included data from multiple sources, allowing us to improve the accuracy and speed of the data we provide. 

At the same time we upgraded our IT infrastructure with the CloudFlare Enterprise plan to provide safer, more reliable, and faster claims processing for our clients. Finally, we began localizing our content, making it accessible to even more countries and travellers around the world.

Chapter 5: Industry Leadership (2025)

This year we achieved one of our biggest goals yet by establishing ourselves as a thought leader within the niche of air passenger rights and flight compensation.

• In May, we created a deep, independent study of the potential revision of EU261. It was based on multiple surveys across 3 countries and used data from the UK Aviation Authority and Eurocontrol, spanning a period of over 20 years. Finally, we initiated an e-petition on change.org to support the findings and help preserve the passenger rights regulations in Europe.

• We also published an in-depth report about Digital IDs in the US and internationally. After that, we produced an analysis on the future of travel to help passengers determine how digital IDs could impact passenger rights and privacy.

• Our most recent study examined global airport data to discover which airports had the safest and most risky baggage reclaim areas. It received widespread media coverage across Europe, including the UK, France, Spain, Italy, Germany, Portugal, Romania, Greece, Turkey, Hungary, Netherlands, Norway, Finland, Sweden, Denmark and Poland!

We create content that passengers need and search for

Airline Reviews

We realized that airlines reputation is disbursed on many different websites across the web, there is no website with comprehensive review coverage, review coverage when it comes to airline lounges is incomplete. The most important problem that all platforms and websites that were hosting reviews had in common was that none was able to provide any solution or allow escalating consumer problems into actionable resolutions.

Each airline’s reputation and customer rating is different depending on which site you use. Plus, even the most popular airline review sites don’t offer solutions for the problems and concerns voiced by passengers. 

Because of this, we decided to create one central review hub to provide consolidated airline scores based on the data from 25 of the biggest and most popular customer review sites. Readers can track airline safety, on-time performance, in-flight experience and amenities, and many other categories to get a better idea of what to expect. We also give readers actionable steps to resolve their problems and even a place to leave their own reviews.

Discover our airline reviews pages

Airline Complaints & Contact Pages: 

Our airline complaints pages give passengers the power to act when they’ve had a disappointing experience with an airline. We’ve created a complaints page for each carrier where travellers can find current, verified contact information as well as step-by-step guidance on how to submit complaints and claims. This gives them a voice as well as the knowledge to successfully escalate claims to get the compensation they deserve. Since it was launched, almost 100,000 travellers have submitted claims through our airline complaints hub, with most leading to compensation payouts.

Learn more about our airline complaints pages

Airline and Airport Rankings

Our airline and airport rankings are created to help passengers make the most informed choices possible. To pull this off, our team spends weeks curating, verifying, and cross-checking data from the most trusted industry sources. We then combine this information with our own extensive data and passenger reviews.

Unlike other rankings, our work is designed as a tool for passengers. This means we don’t rely on professional airline or airport awards, expert panels, or anything that could be influenced by financial or political relationships. Instead, we developed a methodology that includes:  

• Expanded criteria sets: We analyse a range of different performance factors like punctuality, baggage handling, flight disruption policies, and compensation responsiveness, among others.
• Sub-rankings from specific metrics: The final reports are built from sub-rankings that make deeper comparisons easier for passengers.
• Weighted passenger review data: Greater weight is assigned to passenger reviews that we’ve collected from multiple sites like Google Reviews and Tripadvisor. This feedback is much more valuable than industry awards because it’s based on the experiences of real people.
• Complaints and compensation: We also include information on the way airlines handle and respond to complaints, drawn straight from our internal data comprising tens of thousands of compensation claims and complaints. This makes our rankings the most comprehensive and consumer-focused data available. 

Global info with a local focus

We want travellers to have accurate and helpful information for every stage of their journey. To this end, we’ve created content for a global audience, tailored to each language and location.

We also invest in YouTube video coverage on important travel topics and we can be found on most social media platforms as well as on international & national broadcast channels.

All this is published to align with our strict, editorial guidelines to avoid biases and conflicts of interest. 

Read more about our editorial guidelines

Industry impact & recognition

Our content has helped shape the airline compensation industry and the travel landscape as a whole. 

• We were the first company to launch a comprehensive baggage claims platform.
• Our independent research, e-petitions, and awareness campaigns have influenced passenger protection policies and regulations in Europe and the UK.
• We’ve been recognised by major media outlets for the quality and expertise of our content.

Our Pioneering Research on Chronic Delays

We are also the first and the only company to conduct deep research into chronic flight delays. The most recent example is The Worst US Airports for Delays in 2025. In these studies, we go far beyond basic airline statistics to see what really causes repeat delays and how they affect passengers. 

Generally the airline industry uses a metric called OTP15 (On Time Performance 15) but this doesn’t help passengers understand how flight delays really affect them. So, AirAdviser created a much more useful indicators: 

LD60: Long delays of 60 minutes or more. This is vital for travellers with connecting flights, because even a 30 min delay could mean a missed connection.  

LD180: Long delays of 180 minutes or more. This helps passengers understand the risk of significant flight delays which can impact public transportation options and lead to missing important events.

These two indicators provide a better picture of an airline’s on-time performance. As always, we will continue advocating for passengers with better and more useful flight data.