Social Media and Marketing

Virgin America has signed an exclusive partnership with Google to offer free in-flight WiFi to all of its guests during the holidays.

Published: 20 Oct 2009

Virgin America has signed an exclusive partnership with Google to offer free in-flight WiFi to all of its guests during the holidays.

The offer is valid from November 10, 2009 till January 15, 2010 for guests on all Virgin America flights.

Porter Gale, vice president of marketing at Virgin America, said the airline has found that both business and leisure travellers are using its Inflight Internet service at a growing rate, and many consider the availability of in-flight WiFi one of the key factors in their booking decision.

“We also hope it persuades more new users to try out the service -as once people try Gogo, they rarely go back,” said Gale.

Virgin America says it is the first airline to offer both standard power outlets near every seat and fleet-wide Gogo Inflight Internet service. The airline estimates that currently 12-15 percent of its guests are using the Gogo service. On some of the airline’s long-haul routes (like BOS-SFO), the carrier is reporting that up to 20-25 percent of guests on a given flight are logging in.

A recent survey of Virgin America frequent fliers showed that guests are using WiFi in a variety of ways and consider the ability to stay connected a key in-flight amenity. Findings include:

• More than half of respondents said that the availability of WiFi would influence their choice of airline.
• The availability of in-flight power outlets is also a factor for many in choosing to fly with Virgin America.
• 72% agreed that VOIP should continue to be blocked to keep the cabin environment quiet.
• 53% of respondents carry a laptop on board. Of those that connected to Gogo, 88% used a laptop.
• Email is the most popular activity while using in-flight WiFi, followed by working remotely and social media.

The Gogo service is normally available for $12.95 for flights of over three hours; $9.95 for flights between 1.5 and three hours; $5.95 for short haul flights of less than 1.5 hours and handheld/PDA pricing of $7.95 for flights over 1.5 hours.