Beyond Wi-Fi: Exploring The Strategic Value of In-Flight Connectivity

This sponsored content was created in collaboration with a Skift partner.

In-flight Wi-Fi has evolved dramatically over the past decade, shifting from a premium offering available on select flights to an essential service that passengers increasingly expect as part of their travel experience. According to Viasat’s 2024 Passenger Experience Survey, one in three airline passengers say that having no Wi-Fi is one of the most frustrating things about flying today. These elevated expectations are prompting airlines to think of connectivity as a strategic asset.

"Passengers today don’t just want Wi-Fi — they expect it to be fast, reliable, and, ideally, free," said Don Buchman, senior vice president and general manager for commercial aviation at Viasat, a global communications company that provides high-speed satellite broadband and other networking services. "It’s gone from being a luxury to a necessity — one that directly impacts loyalty and airline preference."

To explore how airlines, advertisers, and mobility leaders should rethink their connectivity strategies, SkiftX spoke with Buchman about how in-flight Wi-Fi has evolved into a foundational platform for loyalty, monetization, and operational efficiency, shifting the conversation beyond simple connectivity.

Rising Demand for Fast and Free Wi-Fi

Viasat’s survey highlights the growing importance of in-flight connectivity. Many passengers now consider free or low-cost Wi-Fi a deciding factor when booking a flight, with affordability ranking as a primary concern. Reliability is also a major expectation, as a stable and consistent connection is essential for both entertainment and productivity. Access to personalized streaming services is a priority, with many passengers using Wi-Fi primarily for watching content or working during their flight.

Buchman emphasized how these expectations have transformed airline operations: “Fifteen years ago, passengers were excited just to send a text message in the air. Today, they’re planning entire work sessions or streaming their favorite shows mid-flight, often connected on multiple devices. The bar keeps rising."

The data supports this shift. According to Viasat’s research, 62% of passengers say they use Wi-Fi to access entertainment, while 60% would rather stay connected than sleep or have a drink during their flight. Moreover, 75% of travelers say they are more likely to book a flight if high-quality in-flight Wi-Fi is available. In some regions, such as China, that number climbs as high as 92%, underscoring how connectivity has become a fundamental expectation rather than a luxury.

Connectivity as a Strategic Growth Platform

In-flight connectivity is no longer just about providing internet access. It has become a key component of airline differentiation and revenue generation. Airlines are increasingly using Wi-Fi to drive frequent flyer engagement. Delta, for example, has integrated free Wi-Fi into its SkyMiles program, strengthening customer retention and brand loyalty. Travelers must log in via their SkyMiles account to access the service, reinforcing brand interaction and increasing engagement. This approach has proven highly effective, with Delta reporting more than 3.5 million new SkyMiles members joined the program in just two years through Delta Sync Wi-Fi.

Airlines are also using connectivity to enable new advertising partnerships. According to Viasat’s survey, nearly 90% of passengers are willing to watch ads in exchange for free Wi-Fi. This presents a compelling business case for airlines, as advertisers can utilize route-specific ad targeting. For example, advertisers can precisely target flights into California during peak tourism season or major sporting events like the Super Bowl, ensuring promotional efforts reach the right audience. Additionally, Viasat’s bot-free environments ensure that ad impressions are genuinely reaching human passengers, which maximizes engagement and return on investment.

Viasat’s Unique Advantage: Full-Service Connectivity

This ability to deliver targeted ads helps differentiate Viasat from competitors like Starlink and Intelsat. Furthermore, Viasat’s system allows seamless integration with airline apps and third-party services, enabling customized content and entertainment options. 

"Our goal is to provide a connected experience that extends beyond just internet access," Buchman said. "We have built an ecosystem that enhances the entire journey."

As airlines look to elevate this experience, personalization is becoming an increasingly important factor. According to Viasat’s survey, 71% of passengers prioritize access to their personal streaming services, such as Netflix, Hulu, or Disney+. Additionally, 48% express interest in personalized food and drink recommendations, while 33% would like seatback entertainment tailored to their preferences. By integrating Wi-Fi with passenger data, airlines can create a more customized, engaging experience.

The Environmental Impact of Smarter Connectivity

In addition to boosting monetization and improving passenger experience, airlines are also turning to connectivity to further their sustainability efforts. Viasat’s advanced satellite technology facilitates real-time data exchange between aircraft and ground teams, helping airlines optimize fuel consumption, lower carbon emissions, and enhance overall efficiency. 

“By leveraging live insights on weather patterns, air traffic conditions, and fuel usage, airlines can make data-driven decisions that reduce unnecessary fuel burn and improve flight performance,” Buchman said.

These optimizations translate to lower operational costs and a reduced carbon footprint — an increasingly critical factor as the aviation industry works toward net-zero emissions targets.

Connectivity Beyond Aviation

Viasat’s vision reaches beyond the skies, with plans to expand connectivity to other modes of transportation such as trains and buses. Passengers increasingly expect to move seamlessly between different modes of transportation without losing access to their digital experiences. This expectation is shaping future innovations in mobility, from smart trains equipped with high-speed satellite internet to buses offering uninterrupted streaming services.

"As expectations continue to evolve, airlines and transportation providers must adapt quickly," Buchman said. "The ones who invest in delivering a consistent, high-quality experience will be the ones who win."

For more information about Viasat’s connectivity solutions, click here.

This content was created collaboratively by Viasat and Skift’s branded content studio, SkiftX.