Greg Anderson, CEO of Allegiant Air—which currently does not offer inflight Wi-Fi but is considering it—said: "I think it's table stakes, at this point, or it will be. It's important."

The shift toward free inflight Wi-Fi began when JetBlue introduced its complimentary "FlyFi" service in 2013. However, industry-wide adoption accelerated after Delta Air Lines announced plans to make its service free for members of its SkyMiles loyalty program. According to Delta CEO Ed Bastian, this initiative resulted in millions of new SkyMiles accounts—a "tremendous success" given the financial importance of airline loyalty programs.

Other carriers have followed suit. United Airlines started providing Starlink-powered Wi-Fi free to MileagePlus members on select aircraft earlier this year. Alaska Airlines is installing Starlink on its fleet and will offer complimentary access to Atmos Rewards members as part of its merger with Hawaiian Airlines. American Airlines AAdvantage members will receive free inflight internet beginning January 2026.

Southwest Airlines currently charges $8 for onboard internet but will remove these fees for Rapid Rewards members starting October 24.

Laney Hind, director of airline programs at Viasat—which supplies inflight Wi-Fi technology to several major carriers—said: "Airlines are trying to differentiate themselves." She noted that younger generations consume increasing amounts of data: "The more streaming services that are available — people just really want to be connected."

To meet higher demand from passengers using these services simultaneously, airlines have invested in upgraded satellite technology capable of delivering faster connections at cruising altitude. Some providers use lower-altitude satellite constellations to create a browsing experience similar to being on the ground.

Reza Rasoulian, senior vice president and general manager at Hughes (a provider working with Delta), commented: "You feel like you're sitting in your office or your living room. But you're at 35,000 feet." He added: "It doesn't have to be bad," referring to past issues with slow or unreliable service.

Despite these advances, there remain occasional glitches and coverage gaps—especially on older aircraft yet to receive newer systems—but overall reliability has improved significantly compared with previous years.

There is some speculation about whether airlines might eventually restrict free access only to elite status holders or credit card customers; however, for now most carriers see complimentary inflight internet as a way to grow their loyalty programs.

Currently:

- American Airlines will provide free Wi-Fi for AAdvantage members starting January 2026.

- Delta Air Lines is rolling out free Wi-Fi for SkyMiles members.

- United Airlines offers Starlink-based Wi-Fi for MileagePlus members on half its regional jets.

- Southwest’s Rapid Rewards members get complimentary access beginning October 24.

- Alaska and Hawaiian Airlines are expanding Starlink installations across their fleets.

- JetBlue offers free service on all flights.

Some budget airlines still charge fees or do not provide onboard internet options at all.