Airlines are accelerating efforts to improve in-flight Wi-Fi as they seek to attract and retain customers with faster, more reliable internet access. While many major U.S. carriers—including American Airlines, Alaska Airlines, United Airlines, and Southwest Airlines—have opted to install Starlink, the satellite internet service operated by Elon Musk’s SpaceX, Delta Air Lines has chosen to partner with Amazon’s Kuiper Project, a competing satellite internet provider not yet operational.

American Airlines recently announced plans to equip more than 1,000 jets with Starlink, reflecting growing industry momentum toward Musk’s service. Delta, however, has taken a different path, selecting Amazon’s satellite system with planned installations beginning in 2028. Delta Chief Executive Ed Bastian cited cost savings and potential customer benefits through Amazon’s ecosystem as reasons for the decision.

Musk publicly criticized Delta’s choice, warning that Bastian “would lose his job” over the decision and accusing the airline of making travel “painful, difficult and expensive” for customers. Musk has also targeted other executives, including Ryanair’s Michael O’Leary, for not adopting Starlink, while describing restrictions placed on Starlink in India as a “crime against the people of India.” Bastian denied reports that he made disparaging remarks about Musk in any setting, stating simply that Delta had chosen a different direction.

In the U.S., enhancements to in-flight Wi-Fi have gained traction in recent years, with several carriers eliminating fees for internet access for members of their loyalty programs. Delta removed Wi-Fi charges for its loyalty members in 2023, spurring a wider industry trend. American’s CEO Robert Isom has noted that free Wi-Fi has helped boost membership in its frequent flyer program.

Airline executives say the newer satellite services provide a marked improvement over earlier, slower and less reliable systems. Alaska Airlines reported customer satisfaction on Starlink-enabled flights around 20% higher than on flights with other providers. However, some industry analysts caution that Wi-Fi is just one among many factors passengers consider when selecting airlines.

“People who are going to fly a lot in the future are going to self-select and gradually find the right program that fits best for them,” said Jay Sorensen, an aviation industry consultant. He noted that while internet access is increasingly viewed as a standard onboard amenity, it is unlikely to be the sole deciding factor for travelers.

Delta reported record third-quarter revenue of $20.2 billion ending in September, underscoring its strong financial performance despite the ongoing competition in satellite Wi-Fi providers. The company’s gamble on Amazon’s Kuiper Project carries some risk, as the service has yet to launch, and Delta's rollout is scheduled to begin several years from now.

Neither SpaceX nor Amazon responded to requests for comment on the ongoing dispute.