Faced with falling passenger numbers airlines are turning to their entertainment systems as a possible source of additional revenue.

Inflight entertainment (IFE) systems are replacing the duty free trolley as the principal means of selling things to passengers.

The IFE's huge memory allows it to store thousands of products, all at tax-free prices. Those ordered can be posted to the passenger's home or forwarded to the destination airport for collection. Some airlines are considering selling the entertainment on their IFE to passengers. In the economy class cabin, for example, passengers could be offered a limited number of films or pay for a wider selection. Passengers could also be allowed to download films from the IFE to their iPods.

Advertisements are already found on many inflight films but airlines are examining how they can use passenger data to raise the revenue they generate. Airlines know the age, sex and nationality of the people sitting in each seat and they could use this information to target, for example, car advertisements in English to a middle-aged, male passenger from London. Greater targeting could be achieved if airlines were allowed to use frequent flier data, but concern over privacy has prevented the development of this technology.

Airlines that operate only short flights are considering installing IFE systems. Traditionally, low-cost and short-haul operators have avoided IFEs because of their expense but the opportunity to sell food, drinks and scratch cards has forced even the most ruthless cost-cutters to consider the revenue potential of these systems.

Air Asia X, a low-cost carrier that is offering £99 fares from London to Malaysia, initially ruled out having an IFE onboard but changed its mind when it considered the revenue potential.

Alan Pellegrini, the vice-president of inflight systems at Thales, said: “IFEs keep passengers in their seats, which stops them gathering in the galleys and bothering the crew. That is important as it allows airlines to reduce the work crews need to do and therefore the size of the crew.”

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