AirAsia X launches in-flight tablet

1 min readUpdated Jun 4, 2025Jan 26, 20171:26 AM

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Malaysian airline AirAsia X has launched the Xcite Inflight Entertainment tab to enhance the in-flight experience for traveling guests.

The Xcite tab – which is a Huawei Mediapad 2 that comes with a 10.1-inch Full HD widescreen display, Harman Kardon audio technology for a richer acoustic experience and headset – offers hours of entertainment with options to shop with the AirAsia BIG Duty-Free catalog included in the tab.

Travelers will get to view popular Hollywood blockbusters, as well as other international and local movies and TV shows; and listen to music, play games, browse magazines using the tab.

It supports five languages (English, Bahasa Malaysia, Mandarin, Korean, Japanese) and is complimentary for all Premium Flatbed seats, while guests traveling on Economy seats will be able to pre-book the tab via airasia.com or request it onboard for a fee.

“We are continuously looking for ways to give our guests an enhanced traveling experience with AirAsia X,” said Benyamin Ismail, Chief Executive Officer of AirAsia X Berhad.

“The content will also be regularly updated to ensure our guests are getting the best quality entertainment when they travel with us.”

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What this means

AirAsia X's introduction of the Xcite Inflight Entertainment tab is a smart move, enhancing passenger experience while creating a new ancillary revenue stream. Unlike the extensive physical expansion seen with Lovisa's 160 new stores in FY2026 or Panpuri's 16-store Asian rollout, this digital offering provides a scalable service upgrade without significant capital expenditure on brick-and-mortar. It directly pressures competitors in the budget long-haul sector to innovate their cabin services or risk losing premium passengers, especially with the complimentary Premium Flatbed access. The primary risk lies in the perceived value versus the fee for economy passengers and the ongoing cost of content licensing. Watch for AirAsia X's quarterly reports to see tablet uptake rates and associated revenue.

Rajiv Menon · Retail News Asia newsroom

Questions & Answers

What are the key features of the Xcite Inflight Entertainment tab?

The Xcite tab is a Huawei Mediapad 2 with a 10.1-inch Full HD widescreen display and Harman Kardon audio technology. It offers movies, TV shows, music, games, and magazines, supporting five languages.

How can Economy seat passengers access the Xcite Inflight Entertainment tab?

Economy seat passengers can pre-book the tab via airasia.com before their flight. Alternatively, they can request it onboard during their journey, though a fee will apply in both instances.

What kind of entertainment and other options are available on the Xcite tab?

Travelers can view Hollywood blockbusters, international and local movies, and TV shows. They can also listen to music, play games, browse magazines, and shop using the AirAsia BIG Duty-Free catalog.

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