In a move to make flying a bit more friendly—and to raise revenues—airlines are bringing social media-style giving to the skies.
"It allows a group to come together to give a gift as a thank you or as congratulations for a wedding, a birthday or a major life milestone," said Southwest spokesman Dan Landson.
(Read more: The best tricks for first-class holiday air travel)
In April, Virgin America introduced an in-flight, seat-to-seat drink and snack delivery program that Virgin Group founder Richard Branson described as a way passengers might increase their chances of "deplaning with a plus one."
And earlier this month social media-savvy KLM introduced an option that expands on the Dutch airline popular program of surprising its passengers with personalized gifts.