Every few months, a magazine or some other aviation-linked body issues a list of the world's best airlines. Though the categories are common – seat comfort, meals (when applicable), value and service – is there more to it than just what the passengers think?

Many people lament the general state of today's airlines. While there are financial challenges and the propensity for airlines to find new ways to charge passengers for services once considered part of the bargain, most flyers agree that service is the key differentiator. Why then do airlines that fly similar aircraft on similar routes with similar fares (budget airlines excluded) differ greatly in the way passengers perceive them? It likely comes down to three key elements: priority, culture, and ability. We wrote about these when discussing the significance of passenger rights in our previous issue. Consumer airline rankings show how they play a part in your experience.

Many Asian carriers consistently rank at the top of most airline quality lists. Could it be a cultural thing? The tradition of treating a customer like a guest is more common and embraced in some cultures more than others, but it's not just regional. Middle Eastern and Asian carriers operate many long transoceanic flights that demand higher levels of customer attention. Finances play a part too. Competing with a cut-throat domestic market is something these airlines are beginning to contend with, but they can offset such cost pressures with their long-haul service, often opting for the creation of separate brands for shorter flights to maintain the integrity of their traditional brands.

In the largely deregulated western markets, airlines face a stronger battle between value and luxury. Those that do make a "world's best" list have a few things in common. They focus on the ease of travel which involves a keen attention to the details long missed by seasoned travelers – seat comfort; meal choices; the airport experience; baggage delivery and above all, friendly service. Take a look at two popular airline rankings here and here and see for yourself. Could service with a smile really be all that passengers are longing for?