Does no one care about IFEC anymore?

At IFECtiv, staying close to evolving passenger expectations is core to how we think about inflight entertainment and connectivity (IFEC), the broader passenger experience, and the strategic decisions that shape them. We’re always watching the industry, listening, questioning, and learning so we can better support our partners and collaborators in navigating what’s next. This week, we attended IATA’s webinar, “What Your Passengers Expect Next (and How Your Airline Stacks Up),” which provided a snapshot of what’s shaping satisfaction in today’s air travel landscape.

Each year, IATA conducts a global passenger survey, with responses collected within 48 hours of travel. One headline immediately stood out: “Over 10,000 responses from 200 countries…” While this initially sounds compelling, it translates to an average of just 50 respondents per country, compared to an estimated 9.5 billion passenger journeys in 2024 (ACI/ICAO). Even assuming the data is stratified by traffic volume, it still raises concerns. In low-traffic countries, sample sizes would likely be very small, making any country-level insights statistically limited. And yet, these are often the markets where smaller carriers are most dependent on industry association data due to limited internal resources and or capacity to run their own satisfaction programs or benchmark globally. Those who may rely most on the data may be basing decisions on the weakest signals. This isn’t just a methodological issue; it also reflects a broader structural gap in how the industry generates and distributes actionable insight.

The webinar kicked off with IATA reporting overall global satisfaction with flying at 82% for 2024. Notably, North and South America were the only regions to show declines, dropping to 76% and 77% respectively while other regions improved or held steady in the 80s. It was not clear what factors contributed to these regional scores or how the survey questions were structured for respondents. Still, the results suggest that something is clearly shifting in the passenger experience landscape across the Americas.

What Does “Low Importance” Really Mean for IFEC?

The onboard experience was the area we were most focused on during the webinar, as it remains central to how we think about value creation in inflight entertainment and connectivity (IFEC). It was identified as a key driver of passenger satisfaction, yet scores were down compared to 2023. While cabin environment and crew continued to perform well, seat comfort, inflight Wi-Fi, and inflight entertainment were rated low in both satisfaction and importance. Of course, these lower scores may reflect the context of shorter flights or regions where connectivity and IFE aren’t yet widely available, but even so, the disconnect with broader industry findings is hard to ignore.

This finding stood out to us. It seems to contradict much of the industry narrative we’ve seen in recent years. If inflight Wi-Fi and inflight entertainment are now being deprioritized by passengers, or if expectations have simply diminished, what does that mean for future IFEC strategy? Should airlines scale back investment, or are we misreading the signal?

Over the years, and still today, we continue to hear the following from voices across the industry:

“And our survey showed that passengers have a very clear idea of what they want - both now and in the future - from airlines.” - Don Buchman, Vice President & General Manager, Commercial Aviation, Viasat.

“The main takeaway from the survey is the importance of connectivity for passengers. 75% of passengers are more likely to choose airlines offering quality in-flight Wi-Fi…” – APEX, Airline Passenger Experience Association.

“The onboard entertainment offering is crucial in selecting an airline:” – Study by Kearney Consulting.

These statements, based on other industry surveys, point to a very different conclusion: passengers continue to associate IFEC with value, choice, and brand differentiation. This stands in clear contrast to IATA’s findings, which suggest that onboard products like inflight Wi-Fi and entertainment rank low in both satisfaction and importance.

For airline executives, this kind of inconsistency is not a minor detail. It has direct implications for how capital is allocated, how partnerships are prioritized, and how competitive advantage is framed. When survey results diverge, the issue is not just about interpreting data but about ensuring that strategic decisions are grounded in the right signals. The key question is not only what the data says but whether it is telling the full story.

Because Accessibility Is Always Part of the Conversation

At IFECtiv, we never miss the opportunity to highlight accessibility. One slide in the webinar, titled "Other Passenger Needs and Interests," showed that 23% of respondents requested special assistance. That’s a 7% drop from 2023, but it still represents nearly one in five travelers.

When this figure appeared alongside stats like 73% openness to biometric use and 65% of passengers being more likely to check bags if real-time tracking were available, the message leaned heavily toward a desire for high-tech convenience. Whilst we recognize that these innovations can and often do benefit travelers of all abilities, grouping accessibility with broader tech enhancements risks diluting or deprioritizing the distinct needs of passengers requiring special assistance. Addressing accessibility directly remains essential to designing a passenger experience that truly works for everyone.

Assessing the Pitch: PaxInsight in Focus

The session concluded with a brief introduction to PaxInsight, IATA’s analytics platform aimed at addressing gaps in data quality and actionability. Slides included logos from several major airline carriers described as contributors to the platform’s development, alongside bullet points and dashboard visuals. At IFECtiv, we will reserve judgement until we have the opportunity to evaluate the platform more closely, but welcome any initiative aimed at improving visibility into the full passenger journey.

Why Context and Collaboration Still Matter

Overall, the webinar was well delivered considering the tight 45-minute format including Q&A. The work IATA is doing to better understand the passenger experience is important, and we truly recognize the effort behind it. Whether large network carriers or smaller regional airlines, understanding what passengers need and expect from commercial air travel is a goal shared across the industry.

Moving forward, achieving that shared goal will require more intentional collaboration. Where alignment isn’t possible, greater transparency is needed. Data must be not only statistically sound but also representative of diverse passenger segments, including their pricing sensitivities, product expectations, loyalty behaviors, and the operational realities across different regions. Surveying has its place, and for some carriers, it may be the only tool available. But it is not the whole picture. When industry surveys suggest that inflight Wi-Fi and entertainment are of low importance, despite the IFEC market being widely valued in the billions and projected to grow, such conclusions demand clearer context or more robust supporting evidence.

Disclaimer: This article reflects the analysis and perspectives of IFECtiv based on our attendance at IATA's webinar, “What Your Passengers Expect Next (and How Your Airline Stacks Up),” in May 2025, and other publicly available sources cited. The opinions expressed are intended to contribute to industry dialogue and do not necessarily represent the official views of IATA or any other organization mentioned. We strive for accurate interpretation and are happy to be corrected if factual information clarifies or revises our understanding.