Social
Materiality analysis and stakeholder engagement
Economic value and connectivity
Introduction
CEO letter
Air SERBIA’s Story
Air Serbia in 2025 - year in review
Governance
Environment
Appendix
9.4 Customer experience
Measuring customer satisfaction Air Serbia measures customer satisfaction through the Net Promoter Score (NPS). Surveys are conducted quarterly, through three separate questionnaires of approximately ten questions each, differentiated by location - Gates, Exit and the Premium Lounge. Surveys are conducted across all routes and for all passengers, regardless of travel class or route, and cover both Air Serbia and competitor airlines simultaneously, allowing for comparative benchmarking.
Enhancing the premium passenger experience Air Serbia improved the travel experience for premium passengers through the opening of a dedicated Premium Check-in area at Belgrade Nikola Tesla Airport. Designed to provide greater comfort, efficiency and convenience, the new zone includes dedicated check-in counters and an upgraded waiting area tailored to the needs of business travelers. By reducing waiting times and streamlining airport procedures, the upgraded area contributes to a more efficient and comfortable journey from the very beginning of the travel experience, reflecting the company's continued focus on improving service quality and adapting to evolving passenger expectations. Expanding digital passenger service systems Air Serbia continued the modernization of its operational and passenger service processes through the implementation of the Sabre reservation and check-in system at additional international stations, including Barcelona, Shanghai, Valencia and Krakow. The expansion supports more efficient passenger acceptance, baggage processing, ticket control and ancillary servicemanagement, while also enabling improved online check-in capabilities across the network. During the year, the company further increased the number of destinations where online check-in is available, improving accessibility and convenience for passengers across multiple international markets. Through continued investment in digital infrastructure, Air Serbia strengthens process efficiency, enhances the customer experience and supports the scalability of its growing international network.
In 2025, Air Serbia recorded an NPS score of 40.
Complaints management Passengers may submit claims through three channels: email, postal mail, or a web form, reflecting the Company's commitment to accessible and inclusive customer service. All claims are logged in a centralized system and assigned to administrators within the team for investigation and resolution, ensuring an efficient and transparent process. The Company is committed to providing a substantive response within 60 days from the date the claimant has submitted all required documentation. All requests are handled in compliance with the Law on Obligations and the Basics of Property Relations in Air Transport and with applicable EU passenger rights legislation (Regulation (EC) No. 261/2004), reaffirming the Company's dedication to fair treatment and passenger trust. In 2025, the number of claims received decreased by 10.1% compared with 2024, a trend the Company views as a positive indicator of improving service quality and operational reliability. The most common complaint categories were flight delays, flight cancellations, and baggage damage, areas in which the Company continues to invest, to enhance the overall passenger experience.
Sustainability Report 65
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