An article in yesterday's Chicago Tribune highlighted how airlines are “racing to connect with in-flight Wi-Fi service.” The statistics are compelling. More than three-quarters of 480 frequent business travelers said they would select and airline based on inflight Internet availability, according to numbers from Wifi Alliance. In fact, Wi-Fi will be more popular to this group than meals, entertainment or convenience schedules.
For marketers hoping to reach the in-flight audience, this is a home-run. It closes the loop between one airport’s marketing and media opportunities and those found in the destination. It will open new, creative partnerships to get messaging in front of this audience.
Sure, it will be fee-based – likely around $12 per flight. While some consumers might be reluctant at first to pay, corporations likely will encourage (read: demand) employees cooped up on long flights to turn idle time to productive time. That will lead to mass targeting of inflight consumers who find themselves in a state of waiting and calm. They’re not easily distracted. They often welcome media and commercial messaging.
In time, the offering might even be ubiquitous. Michael McCormick, executive director of the National Business Travel Association, told the Tribune reporter, "As more and more services get introduced on airlines, will they be able to sustain the Wi-Fi fee? There will be continued pressure on airlines to offer it as a core service."
The inflight audience has long been considered more receptive to marketing messages. This might be the key to unlocking their minds. Consider their habits: Nine in 10 frequent flyers read inflight magazines, and seven in 10 passengers who read inflight magazines act on what they read.
Transfer that conversion to onboard Internet and the argument to market via inflight Internet is compelling indeed.
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