‘INFLIGHT WIFI KEY TO ASIAN FLYERS’ LOYALTY’
Airlines can boost loyalty by allowing passengers to stay connected during flights
INFLIGHT WiFi is a key driver in forming customer loyalty and satisfaction among airline passengers in Asia Pacific, according to global mobile satellite communications provider Inmarsat and market research company Populus.
The firms’ fourth annual global Inflight Connectivity Survey revealed that WiFi was an essential part of everyday life with more than eight in 10 (86 per cent) Asia Pacific survey respondents believing that it was “fundamental” to daily life.
Inmarsat Aviation vice-president for MEA (Middle East and Africa) and Asia Pacific, Ben Griffin, said WiFi was essential to daily life and airline passengers saw no reason why their time on a flight should be restricted or spent any differently.
“Whether it’s used for sending that important work email, entertaining children or even connecting with fellow passengers, staying online is becoming a crucial part of inflight experience,” he said last week.
Griffin added that the desire to stay connected in the air was especially true to passengers in Asia Pacific, as the survey revealed that three quarters of passengers in the region who had access to inflight WiFi in the past year chose to use it — the highest uptake of any region globally.
Inmarsat is transforming the global aviation industry by bringing complete connectivity to every aircraft and flight path in the world.
It is the first and only provider with a complete High-Throughput Satellite network spanning the world.
With two-thirds (67 per cent) of Asia Pacific passengers describing inflight WiFi as crucial, meeting the demand for WiFi in the skies is key to improving passenger experience and driving loyalty in the region.
The survey noted that WiFi was critical to passengers that more than three quarters (78 per cent) would be more likely to rebook with an airline if high-quality Wi-Fi was available.
“Inflight WiFi is considered the second most important factor for passengers in Asia Pacific when choosing an airline, behind only airline reputation,” it added.
The survey indicated that the impact of inflight WiFi on loyalty and satisfaction was particularly significant for passenger groups most keen to remain connected in the air.
“Almost nine in 10 (86 per cent) passengers in Asia Pacific would use infight WiFi if it were available on their next flight, with high-value customers, parents and young passengers among those most likely to use inflight WiFi services.
“More than nine in 10 business travellers (92 per cent), passengers travelling with children (93 per cent) and 18-30-year-olds (91 per cent) in the region plan to use the service if it’s offered when they next fly,” it added.