When airline passengers board a flight today, they aren’t just hoping that some semblance of Wi-Fi service will be available. They expect a high-quality inflight connectivity experience comparable to being at home, with the ability to stream video or remain active on social media in real time from take-off to landing.
After years of outdated and slow air-to-ground Wi-Fi systems, airlines can now meet these expectations. Multi-orbit satellite technologies that harness the combined power of geostationary and low Earth orbit networks deliver the capacity, latency, and speeds that airlines need to deliver a truly premium connectivity experience for every passenger on every flight.
Business and leisure passengers are not only favoring airlines that offer premium Wi-Fi and inflight experiences – they’re choosing those that offer it for free.
Introducing free Wi-Fi can help airlines improve brand perception, attract new customers, and deepen loyalty with existing ones. But it requires more than just the flip of a switch, the creation of a new promotional campaign, or the updating of pricing models.
To reap the full benefits of investments in inflight connectivity powered by multi-orbit satellite technology, airlines must be strategic in how they go about transitioning to offering free Wi-Fi. Here’s how:
- Create a Plan
Before introducing free inflight Wi-Fi, airlines need to clearly define the desired outcomes and what they hope to gain from the initiative. Are they trying to attract new members to the loyalty program? Leverage the free offering for advertising purposes? Form partnerships with advertisers or third-party sponsors to help defray costs? Unveiling free Wi-Fi simply because the competition is doing so and without a clear business case could mean missing out on valuable revenue generation and brand engagement opportunities.
- Ensure a Consistent Experience
Just as consumers expect a certain experience when they visit a particular restaurant, hotel, or retail chain, they also expect that same level of consistency and familiarity when flying their chosen airline. This now extends to the inflight experience. No matter the type of aircraft in use, route, or personal device used by a passenger, airlines need to deliver a consistent and seamless connectivity experience from one journey to the next with login processes, portals, branding, and customer support features that are familiar to the passenger. Without this consistency, free Wi-Fi programs are likely to fail to have the desired impacts.
- Choose the Right Technology Partner
The ability for an airline to deliver on the promise of free high-quality inflight connectivity is dependent on a reliable, high-capacity, and globally available satellite network. Airlines should partner with providers that have proven satellite infrastructure, commercial aviation expertise, managed services and support offerings, multi-orbit capabilities to meet both speed and latency requirements, and the ability to maintain strong performance across all flight routes, including those that venture into heavily congested or remote airspace. Off-the-shelf solutions often result in airlines having to allocate time and resources to manage the system, not to mention inconsistent service and dissatisfied passengers.
In today’s commercial aviation landscape, offering premium inflight connectivity is no longer an option for airlines. Research consistently shows that enhanced inflight entertainment and connectivity experiences drive passenger satisfaction and long-term loyalty. With thoughtful execution and commitment, any airline can offer high-quality connectivity for free and leverage the program to drive greater customer loyalty and improve business performance in a fiercely competitive marketplace.
