Viasat Survey Reveals Passenger Demand for a Hyper-Connected Future

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Viasat has released its findings from its 2024 Passenger Experience Survey. The annual report paints a very optimistic picture for the aviation industry, highlighting passengers’ expectations for hyper-connected air travel and high-speed internet as a core component of the passenger experience. The survey gathered insights from more than 11,000 respondents worldwide who have traveled on an airplane within the past 12 months. 

Emphasis on connectivity and entertainment 

The main takeaway from the survey is the importance of connectivity for passengers. The report found that 75% of participants would be more likely to select an airline that provides quality Wi-Fi. However, this is down from 83% in 2023 and 82% in 2022, yet up from 67% in 2018. Moreover, 22% of participants said they would not consider flying on a long-haul flight without connectivity.  However, according to the results, just providing access to in-flight Wi-Fi is not enough anymore, as 36% cited free or inexpensive Wi-Fi prices as an important factor, with 87% willing to watch ads to gain access to Wi-Fi. Just under half (47%) of participants believe watching adverts is a fair trade-off for free connectivity. 

Besides the cost and quality of connectivity, a substantial number (71%) of passengers say that personalized entertainment that can be accessed through in-flight Wi-Fi, such as streaming platforms, is of particular importance. Moreover, 41% stated that the ability to access these streaming platforms such as Netflix and Amazon Prime would improve their experience, while 33% of respondents stated the availability to stream music from platforms such as Spoitify and Apple Music would have a similar effect. Today, passengers flying on American Airlines can stream music for free from their Apple Music account. Similarly, Emirates offers free streaming from Spotify for inflight music and podcasts. It does not stop there, as 94% of respondents still want to use their device on flights that already have seatback entertainment. Most of the passengers (46%) want to use their device to access the internet or social media, whereas 29% want to use their device to work or for shopping. 

That’s not all, over half (55%) want an augmented entertainment and sensory in-flight experience, including mixed reality windows displaying information about passing landmarks, panoramic floor-to-ceiling windows, and VR entertainment systems. Similarly, 51% want services that will improve their wellness and comfort throughout the duration of the flight, ranging from health and wellness sensors to an inflight spa or gym to biometric seating that adapts to their body. 

Only a handful of airlines have put social spaces in their A380s, with Virgin Atlantic having one across its entire fleet. There is little to no evidence that these seating configurations will come to fruition. For lighting, airlines have lighting systems specific for sunrise/sunset and northern lights displays and have begun utilizing them more and more. 

Passenger trends and airline challenges 

In the rapidly evolving air travel landscape, connectivity has become a focal factor influencing passenger choices and airline strategies Overall, the survey underscores an immense shift in passenger expectations toward more connected and personalized in-flight experiences. What’s more, the growing demand and expectation for seamless connectivity highlight trends that emphasize technology’s important role in enhancing passengers’ travel experience. Travelers want connectivity and seek tailored services such as real-time travel updates, customized entertainment options, and digital payment solutions. 

As Don Buchman, Vice President & General Manager, Commercial Aviation at Viasat, explained, “The airlines that are the first and fastest to embrace this direction of travel are likely to enjoy considerable commercial advantage and customer loyalty as a result.”

This report is another example of the broader passenger trends regarding connectivity and another reason airlines face increasing pressure to upgrade their in-flight entertainment and connectivity (IFEC) systems. However, airlines face many challenges adapting to customer expectations even as passenger preferences evolve. For starters, in order for airlines to upgrade their planes with advanced connectivity, it requires a substantial investment, which airlines need to balance with operational efficiency.  Secondly, lots of technological advancement still needs to be done to ensure consistent, high-speed connectivity throughout different areas and altitudes. There is also a cybersecurity risk, and enhanced connectivity can make the aircraft and airline more susceptible to cyber-attacks; as such, there would need to be a significant investment in security measures. 

In the meantime, airlines are using advanced technology to address these challenges. For starters, artificial intelligence (AI) powered customer service chatbots are being utilized to enhance response times and passenger engagement. Airports and airlines are using biometric boarding processes that reduce passenger wait time. Furthermore, airlines have begun adopting satellite-based broadband and 5G-enabled networks that offer faster and more reliable in-flight internet access. Airlines are partnering with in-flight entertainment and connectivity providers such as Viasat to integrate seamless connectivity solutions in their fleets. Lastly, airlines have started enhancing passenger personalization. Thanks to advanced data analytics and machine learning airlines can provide a personalized in-flight experience based on the travelers preferences. 

As passengers’ expectations shift, airlines have to balance navigating the challenges related to infrastructure and cost with innovations that enhance the travel experience. By integrating these technologies and strategies, airlines can not only position themselves at the forefront of a hyper-connected future but will also aim to create a more efficient and personalized travel experience.