The Race For Free Wi-Fi
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Dimiter Zahariev, Passenger Experience Development Manager at IATA, said it well at last month’s APEX/IFSA EXPO,
“We believe Wi-Fi is the fourth utility after electricity, water and gas.”
With public Wi-Fi connections available just about anywhere these days and a reported 10 billion connected devices at any given time, we can’t help but agree. Cafés, restaurants and even public transit systems often offer up a free Wi-Fi connection but, as many travelers know, when it comes to Wi-Fi availability at hotels, airports and airlines the “free” part is a lot less predictable.
The Wi-Fi Guessing Game
Hotels are a prime example of just how unpredictable Wi-Fi connections can be within the travel sector. Some hotels charge a premium for the service, some offer it as a perk to retain or gain loyal customers, while others include it with any room booking. And to complicate things even further, once logged on there’s no guarantee that the connection will be a good one. How often have you jumped through hoops to get online only to find out the connection is painfully slow? Similarly, Wi-Fi connections at airports are known to be sporadic, with some offering “1 hour free” services or the option to pay for a stronger connection – or, worst case scenario, no connection at all.
But a service that was once considered a perk at hotels and airports is quickly becoming an expectation for all travelers, regardless of loyalty status. Customers demand a connection and if they have to pay for it, it better be good. Following these demands, organizations within the travel sector are adapting.
Wi-Fi In the Air
When it comes to Wi-Fi in the air, do customers have the same expectations in-flight? It’s starting to look that way. Although passengers tend to be more lenient in their demands when it comes to airlines (after all, IFC technology is a lot more complicated), it’s clear that passengers are increasingly expecting a reliable connection onboard. According to Honeywell’s 2014 In-Flight Connectivity Survey, 17 percent of passengers have switched to a carrier that offers a better in-flight Wi-Fi service and 66 percent report Wi-Fi availability as a deciding factor when booking a flight.
If Not Now, Then When?
“Broadband access is no longer a ‘want’ it’s a need,” states Leo Mondale, managing director at communications giant Inmarsat. The question then becomes, how soon can airlines accommodate these demands? Our prediction: sooner rather than later. Airlines such as Jet Blue, Turkish Airlines, and Norwegian are already offering up the service for free and we are seeing a surge of airlines quickly following suit, including Etihad just last week. Although some airlines do not even offer the service yet, given the rate at which things are moving we expect many airlines will offer complimentary Wi-Fi within the next two to three years.
