Inflight Wi-Fi is an area where JetBlue has been an industry leader, as the airline has been offering fast and free Wi-Fi for well over a decade. Among the “big three” US carriers, Delta and United have been making huge progress, both in terms of the speed of Wi-Fi, plus in terms of plans to make Wi-Fi free for passengers.
Up until recently, American has continued to insist that it has no plans to offer free Wi-Fi. However, it looks like that’s starting to change, as reported by Zach Griff. First let me provide some background, and then we’ll talk about the latest development.
In this post:
American has lost its edge with inflight Wi-Fi
Going back several years, American was the best of the “big three” airline when it came to inflight Wi-Fi. The airline had Viasat Wi-Fi on the most jets, meaning that passengers had access to fast Wi-Fi. Delta and United also charged for Wi-Fi, but had considerably worse systems for inflight connectivity.
This situation has now changed:
- Delta is in the process of rolling out free Wi-Fi throughout its fleet, made possible by the widespread installation of Viasat Wi-Fi
- United has announced that it’s introducing free Wi-Fi as of this year, as it installs Starlink Wi-Fi
Currently Delta beats American, since it also has fast Wi-Fi, but it’s free. Meanwhile United will beat American once it has Starlink, but it’ll be years before that’s fully rolled out (though United is making progress with introducing Viasat Wi-Fi, seemingly as an interim solution).
When it comes to American, the issue isn’t just that the airline charges for Wi-Fi, but it’s also how much the airline charges. For example, Alaska, Southwest, and United, all charge $8 per segment for Wi-Fi, while American’s pricing is all over the place, and sometimes costs $20+ per segment.
American doesn’t even offer free inflight messaging, aside from the T-Mobile partnership. That’s wild because:
- It’s something that even United offers at this point, with its inferior connectivity system
- American promised several years back that it would introduce free inflight messaging, but then backtracked
Going back as recently as a few months, American CEO Robert Isom went on record as saying that the airline had no plans to introduce free Wi-Fi. Well, it looks like there might finally be a change of heart…
American will trial free Wi-Fi on select flights
Starting next week (early March 2025), American plans to trial offering free Wi-Fi on select flights. Specifically, the trial will take place on the following routes, in both directions:
- Between Charlotte (CLT) and Jacksonville (JAX)
- Between Charlotte (CLT) and Raleigh (RDU)
- Between Chicago (ORD) and Miami (MIA)
As American describes it, “through this test, we’ll be assessing customer take rates for inflight Wi-Fi, evaluating our provider and aircraft capacity, and – perhaps most important – measuring the impact to customer satisfaction via NPS scores.” So as you can see, the goal is to see how technically feasible this is, and also if it positively impacts the impression that passengers have of their journey.
Here’s an additional statement that American provided about this move:
“With the creation of our new Customer Experience organization led by Chief Customer Officer Heather Garboden, American Airlines is more committed than ever to enhancing every aspect of our customers’ travel journey. Staying connected in the skies is critical to today’s passengers and through this limited-time complimentary Wi-Fi test, we are exploring opportunities to build upon our high-speed Wi-Fi offerings to stay competitive in the industry and give our customers what we know they want.”
American has been greatly lagging both Delta and United when it comes to profitability. For so long, the airline thought it didn’t really need to compete with those airlines on product, but rather, that it could be profitable through its (primarily domestic) network.
That whole strategy just hasn’t materialized, and recently, we learned about some major changes at the airline, whereby management realizes the airline needs to become more competitive, and focus on the passenger experience. Look, I don’t think we’re suddenly going to see American retrofit narrow body planes with TVs, or massively improve the soft product, but I think the airline will no longer cut corners in areas where it’s so glaringly obvious that the airline needs to compete.
If both Delta and United are offering free Wi-Fi, it’s clear that American needs to do that as well. So we’ll see what comes of this test. I can’t imagine that the conclusion from this test will be that passengers don’t value free Wi-Fi, and that the airline doesn’t move forward with this. Now, the timeline with which that happens remains to be seen, though.
Bottom line
American finally seems ready to compete a bit when it comes to Wi-Fi. For so long, the airline had the edge by offering high speed Wi-Fi, even if it wasn’t free. But with Delta introducing free Wi-Fi, and United also planning on doing so in the future, it’s clear that American needs to compete.
So American is now trialing free Wi-Fi on a few domestic routes, to determine the bandwidth situation, plus the impact on customer satisfaction. I’m delighted to see this change, and look forward to learning the results.
Are you surprised to see American finally running a free Wi-Fi trial?
You fail to mention, that AA does provide free 20 minutes of WiFi on mid-con and transcon flights, if you watch an ad. You just have to run it - you don't have to actual watch it. If you have multiple devices, you can get to 20 minutes for each.
Why is this even a trial? They need to see customer feedback (NPS) scores? Duh, passengers like free wi-fi. They are currently the least competitive price-wise.
I've been disappointed with American's lack of wifi on their widebodies (both domestic and international)... At least they have a decent, consistent service on the domestic narrowbodies, but I've had too many long flights where being able to get online would have been useful.
American doesn't have a lack of wifi on the widebodies... they all have connectivity, through either Panasonic or Viasat.
After watching new news, we should boycott all American businesses. Brian Glenn demanding to know why Zelenskyy didn’t wear a suit. What the actual … We already discussed this at work today and we have a global footprint. Feel bad for millions of good Americans, however what we see in the media now it’s beyond appalling. I’m sure my comments are going to bring out people who disagree with me but so be it. A...
After watching new news, we should boycott all American businesses. Brian Glenn demanding to know why Zelenskyy didn’t wear a suit. What the actual … We already discussed this at work today and we have a global footprint. Feel bad for millions of good Americans, however what we see in the media now it’s beyond appalling. I’m sure my comments are going to bring out people who disagree with me but so be it. A bunch of mendacious troglodytes. And our US clients will be go to the bottom of the pile.
All I can say is ‘every little helps’…
American will eventually, and perhaps soon, announce a new cabin retrofit program that includes PTVs at every seat. Possibly based off the XLR concept. They are lightyears behind the new modern cabins of DL and UA and the difference is almost galling.
I don't know this for a fact obviously, but if they're serious about their brand perception and customer experience, they will.
They’re not serious. So they won’t. Would love to be proven wrong, but AA has too much debt and the wrong management team in place (and completely in denial about the fact that the current management team is the source of their problems) to move the needle.
By measuring uptake versus capacity, American can calculate a more competitive pricing structure that will limit usage enough to serve those who really need wi-fi to work while in flight and discourage frivolous use use by those who apparently cab't live without their screen "fix."
Based on the testing (larger companies usually like to test initiatives before implementing them, if only for show), I'm guessing and only guessing, that American will probably copy Delta...
By measuring uptake versus capacity, American can calculate a more competitive pricing structure that will limit usage enough to serve those who really need wi-fi to work while in flight and discourage frivolous use use by those who apparently cab't live without their screen "fix."
Based on the testing (larger companies usually like to test initiatives before implementing them, if only for show), I'm guessing and only guessing, that American will probably copy Delta and provide free wi-fi to elites (and possibly those in higher priced accommodations) and reduce the overall pricing in line with the above objectives. That could buy the airline time to add the capacity needed to offer free service (maybe with ads in basic economy and coach) across-the-board.
Alaska seems to make decent returns without in-seat TVs so it apparently can be done. But I think American may quietly cave in and add the TVs. But don't tell them I wrote that. LOL
CLT/RDU is 30 minutes flight time. CLT/JAX is 45 minutes. Doesn't seem like these are routes were there would be big use of wifi. But maybe that's the reason for the test.
Don't forget Chicago to Miami. That's about a three hour flight.
Agree. Such odd short flights for trial.
glad you are covering this, Ben.
AA has no choice but to begin to add amenities.
Not having AVOD can be considered justifiable but not having free WiFi is not given that AA already has the setup.
Despite what some think, it is not as easy as simply deciding that an airline will add WiFi but also ensuring that their provider has the capacity to provide it.
AA, like DL, uses Viasat predominantly...
glad you are covering this, Ben.
AA has no choice but to begin to add amenities.
Not having AVOD can be considered justifiable but not having free WiFi is not given that AA already has the setup.
Despite what some think, it is not as easy as simply deciding that an airline will add WiFi but also ensuring that their provider has the capacity to provide it.
AA, like DL, uses Viasat predominantly and Viasat just doesn't have the capacity to offer a lot of more volume. Over the US, they can probably pull it off.
and Starlink might end up being the best solution for airlines that are adding free WiFI for the first time but airlines like AA and DL that have a good headstart on high speed WiFi are just not going to throw it all out to chase another solution.
the only real surprise will be if AA somehow manages to NOT go with full systemwide free WIFi even if takes time to get there
A good start for AA would be lower and consistent pricing.
a good competitive start would be having high speed wifi around the world
something delta fails at MISERABLY. Even domestically which is saying a lot. Doesn't even Spirit have this done already? Delta doesn't
Timmy, Come back to us when Delta isn't flying passengers on 14hr flights with no wifi on purpose. Your fav airline FAs post all the time about how often they fly across the ocean with no wifi. Maybe you should...
a good competitive start would be having high speed wifi around the world
something delta fails at MISERABLY. Even domestically which is saying a lot. Doesn't even Spirit have this done already? Delta doesn't
Timmy, Come back to us when Delta isn't flying passengers on 14hr flights with no wifi on purpose. Your fav airline FAs post all the time about how often they fly across the ocean with no wifi. Maybe you should follow them. But, I think you prefer ignorance, as usual.
We're waiting. you haven't done anything even with your self appointed role as Delta One king.
No wifi when AA and UA have it.
next?
you simply can't admit that AA and UA currently have precisely XERO aircraft with free WiFi.
You seem to think it is ok to give UA a pass on having no FREE WiFi because they are in transition and AA has a few minutes of high priced WiFi while you throw a temper tantrum about the transition that DL's global WiFi is in right now.
and I have heard DL FAs talk about the lack...
you simply can't admit that AA and UA currently have precisely XERO aircraft with free WiFi.
You seem to think it is ok to give UA a pass on having no FREE WiFi because they are in transition and AA has a few minutes of high priced WiFi while you throw a temper tantrum about the transition that DL's global WiFi is in right now.
and I have heard DL FAs talk about the lack of WiFi and I have experienced it too. I have also had WiFi on some international routes.
what you don't understand - because you don't want to - is that AA is not going to maintain the same WiFi speeds when it is available because no equipment can support heavy use. We have yet to have a US airline offer free WiFi on intercontinental flights to know what kind of demand exists.
AA won't get all the bandwidth to offer WiFi just because they decide to offer it... Viasat has to offer it and you can bet Viasat will offer it once they meet their commitments to DL.
unlike you, I can see the big picture and don't try to eliminate 650 domestic aircraft's worth of free WiFi so you can argue about DL's inferiority when it is clear that DL, not AA and UA, set the standard for installing WiFi among global airlines for