The airlines bucking the ​trend ​by bringing back free stuff

Air Canada now offers complimentary alcoholic drinks to all passengers in economy class - Iuliia Bondar/Moment RF

When it comes to in-flight freebies, we all know the depressing story by now. For much of the past 10 years, free perks and other services have been disappearing, as airlines cut back on anything that might help them eliminate unnecessary costs.

The lack of perks has become a grumble for frequent fliers. But could the tide finally be changing? While it may be too early to declare victory just yet, the past few months have seen a number of airlines bucking the trend by bringing back perks that had previously disappeared from their services.

Earlier this month, we had the news that Air Canada, the national carrier of the United States’ northern neighbour, would offer complimentary refreshments, including alcoholic drinks, to all passengers in its economy cabin.

The Montreal-based airline had previously limited free drinks to those on long-haul flights but has decided to take a more generous approach in future.

Canada’s national carrier had previously limited free drinks to those on long-haul flights - NurPhoto

Closer to home, the Dutch airline KLM, Europe’s oldest carrier, has said it will now serve a welcome drink to all economy passengers at the beginning of their flight, with passengers offered the usual option of wine or orange juice. The tradition had been suspended during the Covid pandemic, and was quietly kept on ice after the great reopening in 2022.

Similarly, US-based American Airlines has said it will now run a second trolley service in the economy cabin on domestic flights that are longer than 1,500 miles. It means passengers will now get two free drinks rather than one – something that will no doubt be appreciated by passengers travelling from one side of the States to the other.

Admittedly, those airlines may not be the most popular choices for British travellers. But they will no doubt bring a cheer to those who have become fed up with airline stinginess.

Let’s not forget it’s been almost a decade since British Airways scrapped free drinks for economy passengers on short-haul routes. Since then, things have moved in only one direction: earlier this year, it even tried to remove bottled water on long-haul flights, in favour of a cheaper paper cup instead.

Earlier this year, British Airways tried to remove bottled water on long-haul flights, in favour of a cheaper paper cup - Steve Parsons/PA Media

In fairness to BA, it’s hardly the only airline that’s had to make some difficult decisions to compete with the budget carriers such as Ryanair. But it isn’t like its strategy of cost-cutting hasn’t gone without a hitch: just look at “brunchgate”, for example.

Could BA soon have to change tack when it comes to freebies? Given the competitive market in which it operates, it probably depends on what its peers do. And there is at least one announcement from one of its biggest competitors that certainly won’t have gone unnoticed on that front.

Earlier this year, BA rival Virgin Atlantic announced it plans to offer all passengers free access to ultra-speedy Wi-Fi from next year. Currently, the airline charges passengers around £20 to get online, which is the same as BA.

Virgin Atlantic is to offer all passengers free access to ultra-speedy Wi-Fi from next year - Virgin Atlantic

Assuming the change of policy goes ahead, it will be a rare example of a clear gap between the two airlines (at least for those passengers who care about in-flight internet) – though that could change if BA chooses to follow suit.

A similar arms race has already occurred when it comes to in-flight entertainment. Gone are the days when airline film selections resembled the digital equivalent of a charity shop DVD basket. Now, airlines are partnering with big media companies in order to offer passengers better entertainment.

Those who prefer not to stare at a screen may opt for a podcast instead. “In the US, the full-service carrier United now partners with Spotify,” says Rhys Jones, from frequent flier bible Head for Points. It means passengers can close their eyes and enjoy a podcast or audiobook for free.

Meanwhile, ultra-speedy satellite internet has made it possible for airlines to offer access to live television channels for free. Several of the luxury eastern carriers, including Dubai-based Emirates, now let passengers watch Premier League football games – and other live sports – during their long-haul flights.

Emirates is one of a number of eastern airlines that let passengers watch Premier League football matches - CHP

Could we be on the verge of a new era of in-flight freebies and better services? In truth, it would be premature to hail a mass outbreak of generosity just yet. But it does look like the increased competition in aviation is making at least some airlines reconsider what they offer to impress their passengers.

The trend is happening with premium carriers, too. Just last year, luxury carrier Qatar Airways announced that it would now be extending its complimentary caviar service to passengers flying in business class, rather than just the first-class suites – perhaps the most extravagant example of a new perk to date.

It may sound a world away from Air Canada’s free plonk, but it’s the same effect at play.

As airlines face more competition for passengers, they have to up their game to stay ahead of the pack. In that situation, there’s only one guaranteed winner: the passenger.

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