Southwest Airlines (LUV.US) has announced it will swiftly equip its aircraft with in-flight Wi-Fi service provided by Elon Musk's Starlink, officially joining the ranks of major carriers adopting the technology. The company stated on Wednesday that it plans to deploy SpaceX's satellite internet service on over 300 aircraft by the end of this year, with the first Starlink-equipped flight scheduled to begin operations this summer. This move makes Southwest the latest airline to adopt Starlink. In the rapidly growing in-flight Wi-Fi market, SpaceX has quickly gained market share, with partner airlines including Air France, Qatar Airways, and United Airlines (UAL.US). Traditional in-flight Wi-Fi has long been criticized by passengers for unstable signals and poor user experience. Starlink, with its faster and more reliable connectivity, is increasingly favored by airlines. The technology relies on thousands of low Earth orbit satellites to transmit data, offering significantly improved speed and stability compared to traditional providers that use fewer satellites in higher orbits. For Southwest Airlines, this initiative represents another major adjustment following pressure from activist investment firm Elliott Investment Management, which is now one of the airline's largest shareholders. Previously, Southwest differentiated itself from competitors like Delta Air Lines (DAL.US) and American Airlines (AAL.US) with features such as free checked baggage and open seating. However, the company has recently begun charging for checked bags and introduced assigned seating options. The growth of Starlink's business continues to drive up the valuation of SpaceX, the world's most valuable private company. The rocket launch service provider recently acquired Musk's xAI artificial intelligence company, aiming to build space data centers, with the integrated new company targeting a public listing this year.