In-Seat Power Supply Boosts Airline Net Promoter Scores, APEX Analysis Reveals
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Airlines equipping their cabins with in-seat power supplies are experiencing significant improvements in Net Promoter Scores (NPS), according to recent analysis from the Airline Passenger Experience Association (APEX). The ability for passengers to charge personal electronic devices during flights has become a crucial factor in overall satisfaction, contributing to a five-point increase in NPS for airlines that offer this amenity.
With the rise of technology use during travel, in-seat power is no longer considered a luxury but an essential component of modern air travel, directly influencing both customer loyalty and competitive advantage.
A Competitive Necessity: The Shift in Passenger Expectations
The shift toward in-seat power as an expectation reflects broader trends in how passengers use their time on board. APEX data reveals that more than 60% of passengers are more likely to choose an airline offering in-seat power supply. This amenity significantly influences airline choice, particularly on long-haul flights where device usage for work, communication, and entertainment is sustained throughout the journey. According to the SITA 2022 Passenger IT Insights report, passengers increasingly see in-seat power as a fundamental feature, with many factoring it into their booking decisions.
“In-seat power is no longer just a differentiator; it is a baseline requirement for airlines looking to keep up with modern passenger demands,” noted APEX CEO Dr. Joe Leader. “Failing to provide this service risks alienating a large portion of tech-dependent travelers, especially on long flights.”
A Direct Link to Higher NPS
The provision of in-seat power has a measurable effect on passenger satisfaction and loyalty. APEX’s analysis indicates that airlines implementing in-seat power see a notable NPS increase of around five points. This metric highlights the correlation between offering in-seat power and improving the likelihood that passengers will recommend the airline to others. Business travelers and younger passengers, in particular, place high value on this amenity, viewing it as essential for staying connected and productive during flights.
Recent industry studies reinforce this finding. Airlines that embrace this technology can expect stronger customer retention and improved public perception. “Business travelers especially rely on in-seat power to maintain productivity, and airlines that cater to this need are more likely to gain their loyalty,” stated APEX Airline Engagement Director Antonio Penin. “The data clearly shows that providing reliable, high-powered in-seat charging is a direct pathway to better NPS and repeat business.”
USB-C: A Game-Changer in In-Flight Power
As in-seat power becomes increasingly essential, USB-C technology is rapidly becoming the industry standard for in-flight charging. USB-C offers a lightweight, efficient, and universal solution for powering a range of devices, including laptops, tablets, and smartphones. With the ability to deliver up to 100 watts of power, USB-C allows passengers to charge high-demand devices, making it a versatile and future-proof solution for airlines.
According to Future Market Insights, the global USB Type-C market is projected to grow significantly, from USD 29.13 billion in 2024 to USD 171.24 billion by 2034. Moreover, by the end of 2024, all mobile phones, tablets and cameras sold in the EU will have to be equipped with a USB Type-C charging port. From spring 2026, the obligation will extend to laptops. As a result, airlines that invest in USB-C now are positioning themselves for the long-term needs of their passengers.
“USB-C is set to dominate the in-seat power market in the coming years, offering passengers faster, more reliable charging solutions for all their devices,” explained APEX Executive Director Lauren Costello. “For airlines, this shift represents an opportunity to stay ahead of passenger expectations while reducing the overall weight and complexity of power systems.”
Industry Perspectives: In-Seat Power’s Growing Importance
The importance of in-seat power is echoed across the aviation industry, with experts emphasizing its critical role in enhancing passenger experience.
According to Runway Girl Network, in a survey of 2,000 passengers, Panasonic Avionics asked: what are you doing with your devices on the airplane? The inflight entertainment and connectivity giant learned that 92% expect to be able to fully charge their devices in-flight.
Other industry players are in firm agreement as well. “We think sooner or later the installations on narrowbody aircraft are going to be as common as they are on widebody aircraft today,” said Astronics chairman, president and CEO Peter Gundermann during an earnings conference call in 2022.
The increased demand for this amenity is driven by a shift in how passengers interact with their personal devices during travel. In 2023, an Inmarsat survey revealed that 97% of passengers use their personal devices in the air. With more passengers streaming content, engaging in video calls, or working on laptops, the ability to charge devices becomes integral to maintaining a positive in-flight experience.
Early Adoption Offers Competitive Edge
Airlines that prioritize the early adoption of in-seat power—especially with forward-looking technologies like USB-C—gain a significant competitive advantage. This early investment in passenger comfort and convenience can help airlines attract tech-savvy travelers and business professionals who prioritize connectivity. The universal and compact nature of USB-C also allows airlines to streamline cabin designs, reducing overall system weight and contributing to fuel efficiency.
APEX CEO Dr. Joe Leader stressed the competitive benefit of early adoption, “Airlines that invest in cutting-edge power solutions like USB-C are positioning themselves not just to meet passenger needs but to exceed expectations. It’s a key differentiator that improves the travel experience and strengthens brand loyalty.”
Studies consistently show that airlines incorporating in-seat power, particularly through USB-C, experience higher levels of passenger satisfaction, improved NPS, and increased loyalty. These airlines benefit from repeat bookings as passengers are more likely to choose carriers that cater to their tech needs.
Fulfilling Passenger Expectations in a Digital Era
As the digital era continues to shape air travel, in-seat power has emerged as a critical amenity that airlines can no longer overlook. Whether for work, entertainment, or communication, passengers now expect uninterrupted access to their devices. APEX’s analysis confirms that the strategic implementation of in-seat power is one of the most effective ways for airlines to meet these demands, improve customer satisfaction, and secure long-term loyalty.
APEX Executive Director Lauren Costello emphasized the importance of this shift, “In today’s competitive aviation landscape, providing in-seat power is no longer optional—it is a core feature that airlines must integrate to maintain relevance and appeal to tech-savvy passengers.”
Award Winning, Next Generation Power on Display
The future of in-flight power solutions will be on full display at APEX Global EXPO, taking place from 28-30 October at the Long Beach Convention Center in Los Angeles. Attendees will have the opportunity to explore cutting-edge advancements from industry leaders, including finalists from the prestigious 2024 Crystal Cabin Awards, who are showcasing next-generation power systems that are not only more efficient but also weigh half as much as previous solutions.
For instance, Burrana, a Crystal Cabin Awards finalist and APEX member, emphasizes that powering personal devices is crucial for enabling digital experiences onboard. It says it helps enhance passenger experience through its RISE aircraft in-seat power solution. The company promises airlines not just in-seat power but improved safety, reliability, and data analytics. In fact, RISE’s architecture reduces weight by about 30% (21kg on a typical single-aisle aircraft), saving $3,000-$5,000 in fuel and 5 tonnes of CO2 annually.
These innovations promise to revolutionize the passenger experience by offering lightweight, powerful, and sustainable solutions, setting the standard for in-flight power in the years to come.