Just in time for the holidays, Southwest Airlines is adding free in-flight entertainment.
It's all part of a push to enhance customer experience.
The majority of Southwest travelers can already start enjoying more than 30 free movies on wifi-enabled aircrafts on the in-flight entertainment portal.
Last month, the airline rolled out free messaging on select flights.
In May, it partnered with I-Heart Radio to offer free digital music streaming for passengers.
Southwest also announced it's adding some new flights in New York, Washington and California.