by Donald Wood
Last updated: 1:17 PM ET, Tue August 29, 2017
The experience just became more pleasant for travelers flying out of Dubai International Airport.
As part of a partnership between Dubai Airports and regional content provider ICFLIX, the facility announced it would offer free movies and television shows before flights. Passengers will be able to take advantage of the facility's free high-speed Wi-Fi by streaming the latest Hollywood, Bollywood and Jazwood content to their smartphones and laptops.
"Dubai Airports is on a mission to engage more directly with our customers, and transform the airport experience for millions of travelers each month," Dubai Airports executive vice president Eugene Barry said in a statement. "We intend to lead the practical application of available digital tools to exceed customer expectations, across multiple points of their journey at our airports, and including demands for more variety within the airport experience."
"Our continued investment in a superior Wi-Fi product (Wow-Fi) has ensured that our customers are connected with a free and fast service, and now we aim to enrich that platform with managed content and relevant messaging," Barry continued. "Thanks to our partnership with ICFLIX, travelers at DXB can now enjoy a wide range of streamed entertainment before and between flights, and this is a service which is completely free of charge to users. We are delighted with this new addition to our consumer strategy, and look forward to evaluating its impact."
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The free movies and TV shows are the latest in a series of customer experience improvements Dubai Airports have been putting together, including the first Jones the Grocer in an airport and a new sleep lounge dubbed 'sleep 'n fly'.
Travelers for ICFLIX content will be happy to know it is available in Arabic, English and French.
The video-on-demand service is complimentary to all Dubai airport passengers for an initial trial period of two months. After the trial, officials will assess customer feedback and options for future services.
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