CASE STUDY
How TUI implemented next-generation in-flight technology to transform the onboard experience
SOLUTION
IFEC
CLIENT
Overview
TUI Airline, one of Europe’s leading leisure carriers, partnered with Immfly to transform the digital in-flight experience across its Boeing 737 fleet. Leveraging Immfly’s modular, scalable platform, TUI passengers now enjoy real-time messaging, premium entertainment, and destination booking services directly on their personal device — all enabled without costly or invasive structural modifications.
Powered by Immfly’s Equilux Aero system and its antenna-agnostic architecture, the solution integrates seamlessly with current and future connectivity networks, ensuring fast, scalable deployments with minimal operational disruption.
Challenge
TUI faced several challenges in finding a cost-effective digital solution that could enhance the onboard experience and be rolled out rapidly across multiple markets — without costly structural changes or operational downtime.
At the same time, TUI was determined to meet ambitious sustainability targets by cutting printed materials and reducing hardware weight, while unlocking new ancillary-revenue opportunities through a digital-first system. The mission was clear: delight travellers, drive ancillary revenue, and champion environmental responsibility in one seamless, scalable package.
Solution
Immfly deployed its advanced digital platform across TUI’s Boeing 737-800 and 737-8 aircraft, delivering:
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Real-Time Messaging: The world’s first onboard WhatsApp via Iridium Certus — enabled by a compact, low-profile puck antenna delivering 88/22 kbps IP connectivity.
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Premium Entertainment: A rich library of movies, TV shows, podcasts, and games in eight languages.
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Destination Booking: Integration with the TUI Musement marketplace, allowing passengers to plan holiday activities before landing.
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Live Payment Processing: Secure, rapid transactions completed within 5–10 seconds, significantly reducing fraud risk and unlocking new revenue streams.
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Future-Ready Functionality: Modular architecture that supports seamless upgrades like advertising, in-seat ordering, and eCommerce, without operational downtime.
Results
TUI’s integrated digital platform — combining real-time messaging, premium entertainment and destination booking — has driven strong adoption and performance gains across its fleet. With 27% passenger engagement and minimal promotion, the solution proves excellent product-market fit. World-first onboard WhatsApp messaging via Iridium Certus and 5-second live-payment validation have boosted operational efficiency and unlocked new revenue streams. In fully deployed markets, customer satisfaction has hit record highs.
The platform is now fully deployed across 59 aircraft, marking a significant milestone in TUI’s digital transformation journey. Meanwhile, ongoing Nordic trials of in-seat digital catalogues aim to further enhance in-flight retail revenue and support TUI’s ancillary growth roadmap.
+27%
passenger
engagement
0.5 pts
increase in CSAT
on Nordic mid-haul flights
5 sec
average live
payment validation
“This partnership with Immfly underscores our commitment to continuously enhance the in-flight experience with innovative, technology-driven solutions. Immfly has proven to be the ideal partner, customizing their solution to meet our specific needs, allowing a consistent customer experience across our European-wide fleet. Their expertise, vision, and dedication to quality have been instrumental in the success of this initiative. We're delighted to announce that TUI Musement experiences will also be live and available onboard, offering our customers a new way to plan their holiday moments during their flight.”
Jill Nye
Director of Customer, Cabin Crew, and In-flight Services at TUI Airline
Immfly's Approach
Immfly delivers a truly modular digital ecosystem that extends well beyond basic connectivity. By seamlessly integrating premium entertainment, real-time messaging and friction-free e-commerce, we boost passenger engagement, streamline crew operations and unlock new revenue streams—without disrupting existing workflows.
This solution reflects a strategic alliance of TUI, Immfly, Iridium, Boeing and Meta, each contributing core expertise to accelerate digital transformation in the cabin. Our collaborative model empowers airlines to deploy fresh services at scale, adapt to emerging trends and stay ahead in an ever-evolving market.
“Iridium is excited to be the key global satellite communication enabler for Immfly’s innovative digital aviation marketplace. A trusted, truly global connectivity experience is unique to the Iridium satellite constellation. It is amazing to play a role in Immfly and TUI Airlines’ creatively bringing great value to their passengers’ flying experience.”
John Peterson
Executive Director, Iridium Aviation Line of Business
