As Indian airlines and telecom services introduce in-flight Wi-Fi and roaming in-flight data respectively, passengers are remaining connected throughout their journey, opening up a new opportunity for brands to engage with consumers at 35,000 feet. But unlike every other digital platform, the cabin offers something marketers rarely get today—a traveller with time, fewer distractions, and a destination already on their mind.
The connected cabin also changes what passengers can do with that time. Instead of waiting to land, they can reply to emails, browse, shop, plan their itinerary or stay on top of work while in transit. As a result, in-flight connectivity is becoming more than a technology upgrade. It is creating a new touchpoint for commerce, content and customer engagement.
A new kind of attention economy
The appeal of the aircraft cabin lies less in the availability of Wi-Fi than in the quality of attention it offers. Pragya Priyadarshini, Managing Director, Primus Partners, says brands are beginning to view connected cabins as an environment where consumers are naturally more engaged.
“The aircraft cabin holds a unique promise as a marketing space, offering something that’s becoming increasingly rare in the world of digital advertising—‘undivided attention’,” she says.
Industry estimates peg the global in-flight retail and advertising market at around USD 3.5 billion in 2025, with projections suggesting it could exceed USD 6 billion by 2032. In India, adoption is still at an early stage. Priyadarshini points out, “Air India has already recorded over one million connected passengers between June 2025 and June 2026, while Wi-Fi adoption among eligible flyers has climbed from around 30 per cent to 55 per cent during the same period. IndiGo’s ongoing rollout could significantly expand that reach over the next few years.”
Selling less, serving more
If brands are tempted to treat connected cabins as another place to run banner ads and video pre-rolls, experts warn they are likely to lose passengers before they gain customers. Tanvi Bosmia, Vice President – Business, SoCheers, mentions, “The biggest mistake brands can make is treating in-flight connectivity like another digital inventory to monetise,” she says. “The brands that win here won’t run more ads; they’ll run fewer, better-timed ones—a restaurant suggestion before landing, an airport transfer offer, a travel deal that actually applies.”
Globally, some airlines already offer ad-supported Wi-Fi where passengers voluntarily watch a short, branded video in exchange of complimentary Internet. Others integrate destination guides, shopping catalogues and branded content into entertainment systems instead of interrupting them.
Ravi Gosain, President, Indian Association of Tour Operators (IATO), believes this value exchange is essential. “The most effective experience of in-flight connection will be based on the following principles: it should be used voluntarily, in a relevant manner and exclusively for providing useful information.”
Instead of traditional advertisements, he sees greater potential in destination guides, travel recommendations, quizzes, exclusive offers and useful content that complements the journey.
Darshana Bhalla, Founder and CEO, D’Artist Talent Ventures adds, “The opportunity is not to recreate digital advertising at 35,000 feet; it should be to design experiences,” she says. “Imagine destination-linked commerce, multilingual entertainment, wellness content, concierge services, curated retail, airport-to-hotel journeys and loyalty ecosystems that seamlessly extend beyond the flight.”
In-flight branding itself isn’t new. Product sampling, magazines and branded menus have existed for years. Ashok Lalla, independent brand and digital advisor, believes connectivity simply gives brands another way to participate in the journey. “Brands should focus on using the flight experience well to reach and engage with prospects and customers, but in a manner that is not overbearing or intrusive.”
Knowing your passenger
The real value of connected cabins lies in the data airlines already hold. From destinations and cabin class to travel frequency and loyalty memberships, airlines have access to first-party insights that could enable far more contextual experiences.
Subarna Mukherjee, Founder & Global CEO, Shop Culture, believes this is where the commercial opportunity becomes far more valuable than conventional media buying. “Airlines are sitting on first-party data that most brands would trade significant budgets to access. They know your seat class, route, meal preference, travel frequency, destination purpose. That’s not demographic data; that’s intent and context data, which is far more commercially valuable.”
Travel companies see similar possibilities. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Value Added Services & Innovation at Thomas Cook (India) and SOTC Travel, believes connected cabins can revive in-flight engagement, provided brands focus on content instead of promotions.
“As travellers increasingly consume content on their personal devices, traditional in-flight media has seen a shift in relevance. However, with the evolution of in-flight connectivity, we believe the aircraft cabin can once again emerge as a meaningful consumer touchpoint, particularly for travel brands looking to engage with a highly relevant audience,” he adds.
Beyond advertising
The opportunity extends beyond advertising. Experts believe connected cabins could become part of the broader travel ecosystem, helping passengers navigate, book and discover services throughout their journey.
Vandana Singh, Chairperson, Aviation Cargo Federation of Aviation Industry in India (FAII), says passengers are more likely to engage with services that genuinely simplify their journey. “Contextual experiences such as destination guides, local travel recommendations, airport navigation support, hotel bookings, transport services and exclusive travel-related offers are far more valuable than repetitive advertisements.”
She believes airlines can collaborate with tourism boards, hospitality brands, banks, insurers and retailers to create integrated travel ecosystems rather than isolated marketing campaigns.
For Sushilkumar Agrawal, CEO, Ultra Media & Entertainment, connected cabins create opportunities to deepen engagement through content rather than commercial messaging.
He adds, “Curated entertainment collections, exclusive film premieres, filmmaker interviews, destination-inspired content, classic cinema showcases and interactive trivia can make the journey more enjoyable. Entertainment brands should avoid excessive advertising and instead focus on storytelling and meaningful content that enhances the travel experience.”
Not quite ready for take-off
While the opportunity is compelling, connected cabins are still some distance away from becoming a mainstream marketing channel.
In India, Wi-Fi-enabled aircraft remain limited, and the strongest commercial case currently lies on long-haul international routes. As Priyadarshini explains, “The best case for treating the cabin as a valuable touchpoint exists on long-haul international flights. These flights are longer, attract more premium travellers and offer more reliable connectivity, making them attractive for brands.”
Scale is another hurdle. “We are still some years away from every aircraft and all passengers on board being connected to the Internet through their flight,” says Lalla.
As airlines begin to build richer passenger profiles, privacy will also come under greater scrutiny. Any move towards personalised experiences will need to be backed by explicit consent and compliance with India’s Digital Personal Data Protection Act.
More than another screen
As Bhalla puts it, “The future of in-flight connectivity is not about selling ad inventory; it is about creating an experience economy in the sky, where relevance, context and utility become the true drivers of engagement.”
For marketers, that may be the biggest takeaway. The cabin isn’t becoming valuable because passengers are finally online. It is becoming valuable because they are travelling with intent. Brands that respond with useful services, timely recommendations and meaningful experiences stand to earn far more than attention.
