Two recent reports highlight the accelerating importance of mobile and connectivity in travellers' expectations.
Expedia and Egencia recently released the results of its survey of travellers' attitudes towards mobile behaviour and preferences. Its Mobile Index found that "Travellers now consider it [the smartphone] to be the single most indispensable item they carry with them when they travel, ahead of their toothbrush, deodorant and driver's license."
At the same time Routehappy's report "Annual Global State of In-flight WiFi 2016" says that WiFi connectivity is possible now on 36% of global ASMs (available seat miles). In other words there is more than a one in three chance that on any flight, anywhere in the world, you can be connected to WiFi.
However, that availability can vary enormously in different parts of the world and on different routes. For example, Routehappy compares the availability on some of the world's most popular long-haul routes. This varies dramatically from WiFi being available 100% of the time on all flights between Dubai and New York while it is potentially available only 13% on flights between London and Hong Kong.
The large US carriers — American, Delta and United — lead in terms of the volume of their ASMs available for WiFi but Emirates and Etihad are not far behind. Lufthansa offers WiFi on nearly as many kilometres as Etihad but connectivity on European carriers is otherwise weak.
WiFi installation has been initially higher in the US than elsewhere because of the high volume of its flights being over land and thus able to make use of existing mobile masts. But the use of satellites which enable WiFi over water has grown.
The decision whether or not to roll out WiFi is therefore commercial, ie whether or not availability will give a carrier a competitive advantage.
The Expedia-Egencia study is careful to point out that both leisure and business travellers are anxious to stay connected. Aman Bhutani, president for Brand Expedia Group said, "We have found that travelers are using mobile devices at every stage of the travel process, from researching and booking trips to capturing and sharing the travel experience. And just because a traveler can use their device to read work email and stay connected to the office, they also believe it improves the quality of their vacations."
It's beginning to sound as if connectivity is no longer a nice-to-have; it's a must-have.
And carriers slow to roll out in-air WiFi may find that a lack of this product enhancement might just drive travellers elsewhere.