Let Them Eat WiFi

David J. Danto

Travel thoughts in my own, personal opinion

eMail: ddanto@IMCCA.org Follow Industry News: @NJDavidD on

Let Them Eat WiFi – January 2025

For years, frequent flyers have enjoyed a world of perks that made travel feel a little less like a grind. Free upgrades, generous mileage redemptions, and unlimited lounge access were just some of the benefits that kept travelers loyal to their favorite airlines. But times have changed, and not for the better. As airlines tighten their budgets and seek higher profits, the loyalty landscape has become a shadow of its former self. Now, in a bid to lure travelers back into the fold, airlines are trying something new – or at least, new-ish: free in-flight WiFi.

The decline in traditional loyalty benefits has been gradual but significant. Take upgrades, for example. Once, elite flyers could reasonably expect to snag a first-class seat on domestic flights if they played their cards right. Today, those seats are mostly sold outright, leaving little room for complimentary upgrades. It’s hard to stay loyal to a program that offers you “unlimited upgrades” when you never actually get one.

Then there’s mileage redemption, a once-straightforward system that’s now anything but. Airlines have shifted to dynamic pricing models, meaning redemption rates fluctuate wildly depending on demand, season, or whatever algorithm the airline is running that day. Your hard-earned miles may be worth a lot today, but tomorrow? Who knows. Add to that increased fees and reduced availability of award seats, and it’s no wonder that travelers feel like their miles are being devalued faster than a discount currency.

Even airport lounges, the bastion of travel comfort, have been caught up in the cutbacks. What used to be a welcoming refuge has become a restricted experience. Many airlines have implemented time limits, entry restrictions, or higher annual fees, leaving travelers wondering if club access is still worth it. These changes, driven by what some would call corporate greed, have led even the most loyal travelers to rethink their allegiance.

So, what’s left for airlines to offer? Enter free WiFi, a seemingly simple perk that has caught the attention of nearly every major U.S. airline. Delta, American, United, and others are all either implementing or expanding systems to provide complimentary internet access for passengers. It’s a logical move in the digital age, where staying connected is almost as important as getting from point A to point B.

Of course, this isn’t just about generosity. Airline WiFi has historically been terrible – slow, unreliable, and absurdly expensive. For years, only a small percentage of passengers bothered to pay for it, and even fewer were satisfied with what they got. By offering it for free, airlines aren’t sacrificing much revenue because, frankly, there wasn’t much to begin with. Instead, they’re banking on the goodwill of passengers who will see free WiFi as a value-added benefit, even if they rarely used it before.

But like most things in life, there’s no such thing as a free lunch – or free WiFi, for that matter. While the internet access itself might not cost you anything, it’s almost guaranteed that airlines will find other ways to make you “pay.” Remember the old adage: if the product is free, you’re the product. Expect to see ads – lots of them. Pop-ups, pre-roll videos, and targeted promotions could become the norm as airlines look to monetize this new offering. Logging on may mean sitting through a 30-second commercial or agreeing to share your email address for future marketing.

For now, the details of how airlines will implement and manage free WiFi are still emerging. Some are focusing on installing new, faster satellite systems to improve connectivity, while others are partnering with third-party providers like Viasat or Gogo. The technology is improving, and with it, the promise of more consistent internet access. But whether free WiFi will become a seamless part of the travel experience or just another source of frustration remains to be seen.

One thing is clear: this move isn’t just about passenger convenience. It’s also about staying competitive in an industry where customer loyalty is increasingly hard to come by. Free WiFi may not be a game-changer like first-class upgrades or unlimited lounge access once were, but it’s something. And in a world where airlines seem to take away more than they give, even a small gesture can go a long way.

Still, savvy travelers should temper their expectations. The free WiFi revolution is unlikely to bring back the glory days of airline loyalty programs. Instead, it’s a calculated effort to offer something valuable without digging too deeply into corporate profits. Whether it’s enough to rekindle loyalty among disillusioned travelers is another question entirely.

As airlines continue to experiment with new ways to attract and retain customers, free WiFi may well become the norm. For passengers, the trade-off is clear: accept a slightly better travel experience in exchange for a little more of your attention, your data, or both. It’s a small price to pay – but in the world of modern air travel, it’s the passengers who always seem to foot the bill.

This article was written by David Danto and contains solely his own, personal opinions.

All image and links provided above as reference under prevailing fair use statutes.

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