Best Airline Website Trends Detailed in New Report from the Web Marketing Association

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Updated Web Marketing Association Internet Standards Assessment Report Includes Historical Data Derived from a Decade of Hosting Premier Internet Award Competition, WebAwards, Provides Best Practices for Airline Industry Web Design - The Web Marketing Association, host of leading website awards competition WebAwards, recently released the Internet Standards Assessment Report (ISAR), which includes specific benchmarking data to help the airline industry create more award-winning websites.

"As the standard of excellence for websites continues to increase, web visitors are increasingly picky about what they consider to be an effective website," said William Rice, president of the Web Marketing Association. "The airline industry continues to exceed consumer (and WebAward judges) expectations, clearly defining themselves as leaders in website development."

The WebAwards competition evaluates airline websites on seven criteria that combined create effective websites:

  •     Design
  •     Innovation
  •     Content
  •     Technology
  •     Interactivity
  •     Copywriting
  •     Ease of use

Airline Web sites have consistently beaten the ISAR index in every year for the past dozen years. This is an impressive feat accomplished by only a few industries. The airline industry has scored well above the WebAward 5-year ISAR criteria averages in all seven criteria areas. The strength of these Web sites lay in content, ease of use, design, and copywriting.

The 2008 WebAward for Best Airline website went to Atmosphere BBDO for

Other past Bet Airline Website winners include:

  • 2007 Cramer-Krasselt for AirTran Raceway
  • 2006 American Airlines TM Interactive
  • 2005 TM Interactive for American Airlines
  • 2004 Cramer-Krasselt for AirTran Airways - E-Annual 2003
  • 2003 Agence Braque for Jetsgo
  • 2002 Air Jamaica for Air Jamaica Website
  • 2001 Cathay Pacific Airway for Cathay Pacific Airway Website
  • 2000 BSMG Worldwide for American Airlines
  • 1999 AGENCY.COM for British Airways
  • 1998 AGENCY.COM for British Airways London Destination
  • 1997 Northwest Airlines for Northwest Airlines WorldWeb

Companies and organizations wishing to have their airline Web site evaluated against the ISAR Index and be considered for a WebAward, which can help boost a Website's credibility and marketing efforts, can learn more at

To request your copy of the 2009 WebAward ISAR report, please visit:

The Internet Standards Assessment report and the 2009 WebAwards are sponsored by the following leading organizations: Burst Media, B2B Magazine, BGT Partners, PRWeb, AllBusiness, ExactTarget, ad:tech conferences, NewsUSA, Microsoft PhizzPop, Internet World, AllBusiness, Search Engine Strategies, Webmaster Radio, Rovion, and Website Magazine.

2009 WebAward Call for Entries
The Web Marketing Association will soon be accepting entries into its 13th annual international WebAward Competition. The WebAwards is the standards-defining competition that sets industry benchmarks that the Internet Standards Assessment report is based upon. The airline industry represents an important category in the WebAward competition, and the Web Marketing Association will again be honoring the Best Airline Web site of 2009. Participants will receive valuable feedback and the opportunity to earn peer recognition. The deadline for entry is May 29, 2009 and the WebAward Web site is located at

About the WebAwards
Now in its 13th year, the annual international WebAwards competition sets the standard of excellence in 96 industry categories by evaluating Web sites and defining benchmarks based on the seven essential criteria of successful Web site development. The goal of the Web Marketing Association, sponsor of the WebAwards, is to provide a forum to recognize the people and organizations responsible for developing some of the most effective Web sites on the Internet today. Entrants benefit from a Web site assessment by a professional judging panel and the marketing opportunities presented to an award-winning Web site. For more information, visit


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