FAQ

APEX (Airline Passenger Experience Association), the largest international airline association dedicated to passengers and advancing their experience, is the official ratings body that issues the new APEX WORLD CLASS™ by YATES+ award and accreditation.

Quote from APEX CEO Dr. Joe Leader: “Through APEX WORLD CLASS™ by YATES+, we celebrate the remarkable commitment of these airlines and lounges that redefine excellence in every aspect of the journey stepping beyond five-star benchmarks,” APEX GCEO Dr. Joe Leader stated. “Achieving this higher standard reflects dedication not only to outstanding service and comfort but to safety, sustainability, and customer satisfaction that resonate with travelers today. This distinction marks a significant stride toward a future where every flight should be benchmarked against a higher standard of world-class quality.”

YATES+ is a guest experience consultancy dedicated to curating and transforming elevated guest experiences. In collaboration with the APEX association, YATES+ founded WORLD CLASS in 2021.

Quote from Yates and Partners Chair, Keith Yates: “APEX WORLD CLASS™ by YATES+ is making travel more sustainable, more enjoyable, more relevant by elevating the goalposts for airlines.”

APEX WORLD CLASS™ by YATES+ is the new North Star for aviation. It embodies everything that is important to airline customers today. It is a more comprehensive recognition of superior service, depth of guest experience, keeping guests safe, and sustainability achievement.

APEX WORLD CLASS™ by YATES+ encompasses all those elements of luxury that today’s travelers desire.
In particular space, comfort, personal attention and fine cuisine.

APEX requires the utmost scrutiny and transparency in awarding airlines or lounges APEX WORLD CLASSTM by YATES+.

Only an extensive audit by industry professionals can provide confirmation that APEX WORLD CLASSTM by YATES+ standards are achieved.

YATES+’s audit team of industry professionals each have at least 10 years aviation or hospitality guest experience leadership and or consulting to major airlines.

Competencies include service design, F&B strategy, product and comfort design, guest experience training design.

The audit data is reviewed and validated by Associate Professor Dr Maxwell Winchester of Victoria University and Copenhagen Business School, an expert in qualitative and quantitative customer research methodology.

Customer reviews of the airline or lounge are included in the overall assessment. NPS and customer reviews data are assessed and triangulated with the audit results.

Both are high honors for the airlines that help to elevate the traveler experience.

The APEX Official Airline Ratings™ were the industry’s first validated, verified, and certified industry award where the airline’s passengers rate their overall experience on a scale of 1-5, with Five Star being the highest honor.

The audit process for APEX WORLD CLASS™ by YATES+ provides the most extensive industry validation of an airline’s or a lounge’s comprehensive guest experience, providing a new North Star for Airline or lounge CEO’s.

APEX WORLD CLASS™ by YATES+ puts a spotlight on sustainability, keeping the customer safe, brand integrity, comfort, engagement, service and cuisine.

APEX WORLD CLASS™ by YATES+ requires airlines or lounges to consider their focus on all these areas.