Free Wi-Fi in the sky is getting easier to find. Once a rare luxury, gratis time online is becoming a marketing tool in the ever-competitive airline industry. More than a half-dozen airlines now provide the perk to their customers.

American is the last of the major U.S. airlines to announce a large-scale free Wi-Fi offering, which has quickly become table stakes in the airline industry as passengers value staying connected while in the air more than ever.

Starting in January, members of the airline’s AAdvantage loyalty program will have free access to wireless internet on 90 percent of its fleet, the company said.