The current state of the aviation market is characterized by intense competition and rapid change, brought about by deregulation, rapid technological development, industrial consolidation, and innovation. One of the key players in the aviation sector is airlines. In such a competitive environment, airlines that can adapt and change in the market gain a competitive advantage over other airlines, which is key to success. This article is aimed at understanding the concept behind competitive advantage, identifying the main business models in the commercial airline industry as well as finding the optimal competitiveness evaluation method and using it to assess the airline competitiveness.