The revival of airline service why flying is becoming bearable again

There is a subtle but significant shift taking place in the world of air travel. For much of the last two decades, airlines competed ruthlessly on price, stripping away frills to deliver the lowest possible fares. Passengers grew accustomed to paying for every extra—from seat selection to the most basic of refreshments. The nadir of this trend saw reports of so-called “standing only” tickets, and rumours about charging passengers to use the lavatory. The experience of flying, especially on budget airlines during peak times, came to resemble a test of endurance rather than the start of a holiday.

Recent months suggest the industry is now rediscovering the value of customer service. On routes to Canada, Air Canada is now offering complimentary alcoholic drinks to its economy class passengers, a treat once reserved for the privileged few at the front of the plane. British Airways has upgraded its short-haul service, while American Airlines promises a second trolley service and higher-quality coffee and champagne for its premium economy fliers. Virgin Atlantic, aiming to keep pace, is preparing to roll out free Wi-Fi for all passengers.

This wave of improvements should not be mistaken for a return to the golden era of travel, but it signals a crucial change in priorities. The relentless focus on cost saving has been halted, and airlines are beginning to compete once more on quality of service, not just cost. That is not solely because of nostalgia—it is driven by intensified competition from state-backed airlines in the Gulf and Asia, where superior onboard experiences have raised passengers’ expectations globally.

Airlines in Europe and North America, faced with discerning and well-travelled customers, are now under pressure to offer something more than just a seat and a price tag. Passengers are increasingly choosing products that balance value and comfort, just as they do when purchasing cars or groceries. The middle of the market—travellers looking for a moderately priced but enjoyable journey—has become the new battleground.

Profits bear out this shift. British Airways’ parent company has reported record earnings, American Airlines has raised its profit forecasts, and Lufthansa’s results reflect a revitalised industry. Airlines are serving an affluent, quality-focused market, and the greatest contest over the next five years will revolve around elevating the flying experience while keeping ticket prices steady.

Certainly, the likes of Ryanair and easyJet are unlikely to offer free-flowing drinks or copious legroom anytime soon. Yet, the fact that flagship airlines are investing in better service marks a fundamental change in strategy. The era of the absolute no-frills flight looks to be drawing to a close, and in its place comes a renewed focus on making travel tolerable—and possibly even enjoyable—again.