In an unexpected move Slovenian flag-carrier Adria Airways are set to unveil some form of in-flight entertainment to enhance its on board passenger experience. Since the airline adopted a business model predicated on slashing costs and removing the complimentary element of its on board catering Adria has in many ways taken on the persona of a budget carrier that whilst remaining financially competitive has lost something of its previous incarnation. My first journey sixteen years ago on an Adria service between Manchester and Brnik was slightly delayed leaving England after the flight missed its slot. As a result of what turned out to be a minor inconvenience complimentary juice was brought to all passengers, a full aircraft of approximately 135 travellers. An early evening meal was served on the plane and boarding-cards and tickets didn’t resemble the apologetic slips of paper one invariably finds today. Readers will perhaps regard my mourning of the loss of such attention to detail as emotional reminiscence that warrants no place in the hardheaded aviational business world of today but the respect afforded airline passengers has terminally waned, now often regarded nothing more than an inconvenience aside from the obsequiousness bestowed upon business class travellers.

What guise Adria’s in flight entertainment will consist of has yet to be fully explained but the possibility of it being a downloadable app or information only electronically available whilst ‘in-flight’ are possibilities. Whether this will replace or complement the traditional in flight magazine is unknown but as reported on the Ex Yugoslav Aviation website the channel will enable travellers to access a variety of entertainment options and greater communication with the airline. Should this development add a premium to baseline ticket prices or be only available on scheduled services aimed at the corporate market is again open to interpretation. Such innovations will not come cheaply to Adria and will, in the end, have to be funded through increased ticket prices. Whether these are passed on to passengers using both charter and scheduled services remains to be seen but only form one of the many questions surrounding not just this latest announcement but also the long term future of Adria, with bids for the state-owned airline expected by the end of August. Despite passengers numbers and flight capacity data complementing the increase in net and operating profit figures posted by Adria it will nevertheless be difficult for prospective bidders to place an accurate value on an airline whose assets amount to only one of the twelve aircraft it will operate this summer season.

Further reading on this matter can be viewed at:

Ex Yugoslav Aviation: Adria Airways intend to introduce in-flight entertainment