Tui Airways is preparing to introduce an on board streaming service for passengers called Navigate.
The technology will enable travellers to use their own electronic devices to view the latest entertainment content, as well as planning the holiday activities from 36,000 feet.
They will be able to browse and book excursions so they are ready to start their holiday when they land in their destination.
The personalised IFE system trial will launch this winter on the first of a fleet of Boeing 737 MAX aircraft joining the Tui Airways fleet.
Passengers flying to short and mid-haul destinations such as Croatia or the Canary Islands will be able to stream the latest films and TV box sets, browse the on board café and in-flight brochure.
A specialist children’s hub will display age-appropriate films, games and music in one place.
The free service, using an on board server, forms part of a modernisation strategy for the airline.
The same technology has been adopted by sister company, Marella Cruises which uses the app to enable passengers to plan their holiday, including booking on board extras.
Tui Airways customer director Jill Nye said: “Our goal is to be the holiday airline of choice, and we believe the holiday starts as soon as you board the aircraft which is why it is important we listen to our customers and offer a service that they expect.
“The beauty of Navigate is our customers can use the familiarity of their own device to browse the latest on board content, but also start to plan their holiday from the air, before they even get to their hotel.
“This free streaming service, trialled exclusively on a number of the new 737 MAX aircraft, comes as part of the airline’s continued investment in its on-board products and services, as well as the modernisation of its fleet, to bring the holiday experience to life on the aircraft helping customers unwind and plan their trips from 36,000 feet.”
The planned start of the streaming service comes as company research found that well-established in-flight services are still favoured by passengers.
More than three quarters of holidaymakers on short, mid and long-haul flights feel it is more important a selection of films are available.
Only 48% of participants cited box-sets as essential.
Passengers also enjoy the long-established in-flight services such as gate-to-gate connectivity (62%), and flight progress updates (80%).
In terms of what to watch, ‘rom-coms’ and ‘old sit coms’ were popular choices among the 7,300 participants polled in July.