December 16, 2005

Leisure Travelers' Most Wanted In-Flight Services

Leisure Travelers Opt For Escapism Rather Than Productivity With In-Flight Hours

by Henry H. Harteveldt

with Carrie Johnson, Chloe Stromberg, Brian Tesch

Executive Summary (This is a document excerpt)

In-flight entertainment (IFE) helps keep fidgety fliers calm. US leisure airline passengers want their IFE to support vegging out at 35,000 feet, and they're willing to pay for services like movies on demand, live TV, and Web surfing. In addition, 64% of leisure passengers own portable devices like laptop computers, smartphones, or handheld game devices. These entertainment-technology-toting (ETT) passengers are hip, well-to-do, and will pay for entertainment that improves their flights. To capture them, airlines must install standard electrical outlets at each seat, partner with top entertainment firms, and use in-flight mobile phone service to reach travelers under 35, who are both addicted to texting and less likely to be brand loyal.

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