Competition among airline companies demands for a constant and careful evaluation of emerging consumer trends. The demand for on-board services was explored through a means-end study. 40 first and business class frequent flyers were interviewed in order to uncover the individual values associated with their motivations towards products and services. Results showed the significance of spiritual self-development, self-care and relational values as main drivers for multiple needs explaining preferences for health, information and communication related products within an experiential framework. Managerial implications for innovation are discussed