Virgin Atlantic named 'best airline in Europe' at passenger experience awards - with Scandi carrier picking up honour for 'comfiest seats'

Virgin Atlantic has been named the 'best airline in Europe' at the 2026 APEX Awards, a recognition based on millions of traveller reviews emphasizing comfort, service, and connectivity. Notably, a Scandinavian carrier won the award for 'comfiest seats,' highlighting a trend where airlines are increasingly focusing on passenger comfort. This accolade matters because it reflects the growing importance of passenger experience in the airline industry, potentially influencing future service improvements and competitive strategies among carriers.