Free In-flight Wi-Fi Emerges as Key Factor in Airline Passenger Preferences

In a recent survey conducted by global communications company Viasat, Inc., the importance of in-flight Wi-Fi to airline passengers has taken center stage. The 2023 Passenger Experience Survey, which polled over 11,000 individuals worldwide who had traveled by air in the past year, revealed significant insights into passenger preferences and expectations.

As global travel experiences a resurgence and passenger numbers approach pre-pandemic levels, the survey findings highlight a growing demand for quality in-flight connectivity. A staggering 83% of respondents stated that they would be more inclined to rebook with an airline that offers reliable onboard Wi-Fi. Additionally, 81% of participants emphasized the importance of Wi-Fi as a crucial component of their in-flight experience, marking a 4% increase since 2022.

Unsurprisingly, half of the respondents expressed reluctance to connect to in-flight Wi-Fi if they had to pay for it. Even more notably, 29% of passengers indicated their willingness to pay a higher ticket price for the privilege of enjoying free in-flight Wi-Fi. Remarkably, free in-flight Wi-Fi has surpassed other amenities as the most influential factor when choosing an airline, with 22% of passengers ranking it above free food and drink (18%), legroom (13%), and free entertainment (9%).

In the United States, the demand for free in-flight Wi-Fi has surged by 50% since 2022’s survey, with India and Brazil witnessing increases of 42% and 35%, respectively. Globally, 50% of passengers now advocate for free Wi-Fi on short-haul flights, while a striking 82% insist on its availability during long-haul journeys.

However, the desire for free in-flight Wi-Fi is just the tip of the iceberg. Nearly half of the passengers (47%) are keen on unlimited access to social media while flying, and one in five passengers (22%) seeks to engage in gaming, underscoring the importance of staying connected and avoiding the fear of missing out (FOMO) on ground activities.

This FOMO phenomenon is particularly prominent among sports enthusiasts, with 81% of passengers expressing a willingness to pay for access to live sports content during their flights. The FIFA World Cup emerged as the most sought-after event (45%), followed by the Olympics (28%) and the NBA (25%).

To access reliable Wi-Fi and captivating in-flight experiences, an overwhelming majority (89%) of passengers are open to making certain concessions. A substantial 42% are willing to view advertisements, while others are prepared to forgo alcoholic beverages (34%) or loyalty points (33%) in exchange for a seamless in-flight connectivity experience. Moreover, 88% of passengers anticipate some restrictions on free connectivity, such as the inclusion of advertisements (38%).

Jimmy Dodd, Senior Vice President & President of Global Enterprise & Mobility at Viasat, remarked, “These findings provide valuable insights into passenger preferences at a pivotal time for the aviation industry. It is heartening to witness passenger numbers approaching pre-COVID levels, and the 2023 Passenger Experience Survey underscores the rapid adoption of digital nativism among travelers, including expectations for free, high-speed Wi-Fi and thrilling in-flight experiences like live TV and live sports at 30,000 feet.”

In summary, the Viasat survey has illuminated the increasingly central role of in-flight Wi-Fi in shaping passenger choices and underscores the significance of offering quality connectivity to meet the growing demands and expectations of modern travelers.