In a fierce new competition among the world’s top airlines, free onboard WiFi is emerging as the latest battleground. What was once an expensive, unreliable service is now being upgraded to provide connectivity quality comparable to what passengers experience at home.
In recent weeks, major carriers such as Delta, United, Japan Airlines, and Air France have unveiled plans to offer or expand their onboard WiFi services, with many touting the high-speed connection as free for passengers. This move contrasts sharply with the growing trend of airlines charging extra fees for previously included services like checked baggage and seat selection.
Fabien Pelous, head of client experience at Air France, announced that the airline will introduce free WiFi in 2025, calling it a significant leap in service quality. “Up to now, the service was not satisfactory,” Pelous admitted. “We looked at the market, and new players like Starlink are now offering internet quality that’s almost equivalent to being at home.”
WiFi on planes first debuted in 2004, with initial trials by Boeing and Lufthansa. Since then, companies like ViaSat, Panasonic, and Thales have developed advanced systems that now equip hundreds of aircraft. However, low-orbit satellite constellations like Starlink have been a game changer, according to Seth Miller, owner of PaxEx, a business travel website.
Elon Musk’s Starlink system is already in use on Hawaiian Airlines and JSX, a U.S. domestic carrier. Unlike traditional telecommunication satellites orbiting 35,000 kilometers above Earth, Starlink’s constellation satellites operate at just 600 kilometers, reducing latency and enabling passengers to stream video.
“We will no longer be dependent on airlines’ movie selections. We’ll be able to access services like Amazon Prime or Netflix,” noted Paul Chiambaretto, a marketing strategy professor at Montpellier Business School. Airlines offering both free and high-quality WiFi are aiming to enhance customer loyalty, Miller added, describing it as “the Holy Grail” for the industry.
The Catch with ‘Free’ WiFi
However, the promise of “free” WiFi may come with conditions. Joe Leader, director general of the Airline Passenger Experience Association (APEX), pointed out that airlines like Delta, United, and Air France are only offering free WiFi to members of their loyalty programs. While signing up is free, it opens the door to new marketing opportunities.
Leader explained that Delta has already leveraged this strategy. “For every eight new sign-ups to the Delta SkyMiles program, one of those passengers will get the Delta SkyMiles credit card,” he said. “The data from those sign-ups, plus the new paying customer from the credit card, more than covers the cost of WiFi for the other seven passengers.”
For passengers who prefer not to join loyalty programs, APEX advises airlines to continue offering paid options to ensure everyone has access, even if they don’t want to share personal data in exchange for connectivity.
For Air France, implementing free WiFi across its fleet of over 220 planes will take time and investment. “It will cost tens of millions of euros,” said Pelous, but he emphasized that the move aligns with the airline’s premium image. He predicted that in a few years, it will be hard to imagine a time when planes didn’t offer reliable onboard internet.
Balancing Connectivity and Cabin Decorum
While high-speed broadband is transforming in-flight experiences, it also presents challenges for airlines and their staff. With more passengers connected, there are concerns about maintaining etiquette on long flights.
“We don’t want to spend 12 hours on a transoceanic flight sitting next to someone on a Skype call,” warned Chiambaretto. He added that many passengers still appreciate being disconnected during a flight. Leader agreed, stressing that airlines need to ensure in-flight WiFi doesn’t turn the cabin into a “Wild West of connectivity and talking.”
As the race to offer free WiFi intensifies, airlines will need to strike a balance between providing a valuable service and maintaining peace and order in the skies.
