Airline perks are taking off (but they might cost you)

Worn down by decades of stand-up comedians making them the butt of jokes, airlines are implementing changes, one perk at a time. From free wi-fi to upgraded seating, air carriers are increasingly coming up with ways to woo passengers and build loyalty. But be warned: The treats aren’t always complimentary.Happy wi-fi, happy life: Thanks to the magic of onboard internet, you no longer have to wait until the plane lands to post that picture of the wing. Wi-fi—once a pricey add-on for passengers—is now mostly free and widely available. JetBlue was the first US airline to offer free wi-fi in 2017, and now the five other largest US airlines either already have it or are rolling it out.Welcome to the club: To take advantage of free wi-fi, most airlines require passengers to sign up for their loyalty programs, which have become major moneymakers. According to a Business Insider analysis of SEC filings, in 2024, airline loyalty programs netted:More than $6 billion each for American and Delta.More than $2 billion each for United and Southwest.The space raceAirplane seating is also getting a makeover. Earlier this month, United Airlines announced it would roll out a new class of seat rows that guarantee nobody will be in the middle seat. United also plans to offer seats next year that transform economy rows into couches, a feature already offered by Air New Zealand. And Emirates said last week that it was fitting its planes with new headrests that can fold out to resemble cushy neck pillows.Less is more: At the same time, Delta and United have been experimenting with taking free perks away, so that they can charge less for premium tickets and attract a broader swath of passengers to splurge on business class. In the new tier, passengers might not get a refundable ticket or as many complimentary checked bags, but they’ll still have the ability to smugly stare at everyone trudging to the back of the plane.Those perks aren’t gone, though. They just cost extra money, allowing passengers to upgrade and customize their trips. But that strategy involves courting wealthier travelers who are actually able to splurge on added comfort and convenience.—BC