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Leveraging over 80 years of aviation expertise, explore the latest insights from the travel industry covering everything from opinion pieces and thought leadership to our latest product releases, technology updates, and more.

The aviation industry has made a strong comeback since the pandemic.
<a href="https://airportindustry-news.com/airport-revenues-lag-behind-traffic-recovery-aci-world-report-finds/">According to ACI World</a>, 2023 passenger numbers are just 5.4% below 2019 levels, and airports are once again welcoming millions through their doors.
However, while footfall is rising, the same cannot be said for revenue. Total revenues were 11.4% lower than the pre-pandemic figure of 158.6 billion USD.
This disconnect between growing traffic and stagnating commercial performance presents one of the most pressing challenges, and greatest opportunities, facing airport operators today; to address this gap, airports need to rethink their commercial strategies.
In this article, we’ll explore why traditional revenue models are falling short, how connected ecosystems can create value, <a href="https://ca.vu/insights/how-can-travel-data-analytics-guide-key-business-decisions/">the role of data in smarter decision-making</a>, and how ancillary products can evolve into <a href="https://ca.vu/insights/how-can-data-and-tech-reshape-passenger-experiences/">premium passenger experiences.</a>
It also includes a <a href="https://ca.vu/customer-stories/columbia-metropolitan-airport/">case study from Columbia Metropolitan Airport</a> and shows how CAVU is helping airports unlock long-term growth.

<h2>Why are traditional revenue models flawed?</h2>
Passenger expectations have changed, with modern travellers expecting convenience, flexibility, and personalisation throughout their journey. Despite this, many airports still rely on commercial models built on the assumption that higher footfall alone will lead to increased spending.
While retail and food and beverage remain important contributors to revenue, they’re no longer sufficient on their own. In today’s environment, airports must diversify their income streams by offering value-added services that meet passengers at the right moments, both digitally and contextually.
This requires a fundamental shift away from isolated, transactional touchpoints. Instead, airports need to create seamless, end-to-end experiences that feel intuitive for passengers and deliver measurable results for operators.

<h2>Building a more connected commercial ecosystem</h2>
To achieve this, airports must focus on breaking down operational siloes and building integrated, tech-enabled commercial ecosystems. When services and systems work together cohesively, both passenger satisfaction and revenue performance can improve.
One key step is to simplify the booking process. Many airports still require passengers to use separate platforms to book parking, fast track, or lounge access. This introduces unnecessary friction and reduces conversion rates. By integrating these services into a booking journey using a single basket approach, airports can remove barriers, increase convenience, and boost average transaction values.
Similarly, back-end systems must also be aligned. Disconnected platforms for payments, inventory, customer data, and pricing can create inefficiencies and lead to missed commercial opportunities. A connected ecosystem allows real-time visibility and coordination across departments, supporting more agile operations and enabling upselling opportunities.
Furthermore, having access to real-time data and tools empowers commercial teams to act on insights as they emerge.
Dynamic dashboards and pricing platforms allow airports to respond to changes in demand, whether by adjusting capacity or launching targeted campaigns. This responsiveness ensures that revenue opportunities aren’t lost to delays or manual processes.

<h2>How can data drive smarter revenue strategies?</h2>
Beyond system integration, airports also need to unlock the full potential of their data. Although vast amounts of information are collected every day, few operators are using it to its full advantage. When applied strategically, data can become a powerful engine for personalisation, forecasting, and decision-making.
For example, by segmenting passengers based on purpose of travel, booking history, or spending patterns, airports can deliver more targeted and relevant offers. Business travellers may prioritise premium parking or fast-track security, while leisure travellers could be more attracted to bundled packages that combine lounge access and parking.
Timing plays a crucial role. By analysing behavioural data, airports can deliver offers at the moments passengers are most likely to engage, such as promoting lounge upgrades during long layovers or sending reminders to pre-book parking ahead of peak travel weekends. These timely interactions can significantly increase conversion.
In addition, dynamic pricing helps airports adapt to fluctuations in demand. Services like parking and fast track often experience peaks and troughs in usage. Adjusting prices in real time helps maximise yield while ensuring rates remain competitive, particularly during high-traffic periods where fixed pricing can lead to underperformance.
Analysing historical booking data and wider travel trends can enhance forecasting and planning. With more accurate predictions, airports can refine their capacity planning, tailor marketing efforts, and make commercial operations more proactive and profitable.

<h2>Turning ancillary services into premium passenger experiences</h2>
While data and systems lay the groundwork, the real opportunity lies in how ancillary services are positioned. Passengers are willing to spend, but only if the experience justifies the cost. The challenge is to reframe these services from optional extras into valuable and memorable parts of the journey.
Convenience is a powerful motivator. Services like fast-track security and pre-booked parking help reduce stress and streamline the journey, especially when offered at the right moment, during booking, check-in, or through timely pre-departure reminders.
Bundling multiple services, such as parking, fast-track, and lounge access, can further enhance perceived value. When tailored to specific traveller types, from frequent flyers and leisure passengers to multi-generational families, these packages make benefits easier to understand and more compelling to purchase. Effective bundles reflect varying priorities, such as flexibility for parents, comfort for older travellers, and time-saving advantages for business passengers.
Comfort is equally important. Lounge access, once limited to first-class travellers, is now being reimagined for a broader audience. Offering single-entry passes or bundling lounge access with other services opens new markets and appeals to passengers who value peace and quiet before a flight.
In today’s travel environment, flexibility has also become essential. Giving passengers the option to amend or cancel ancillary bookings, particularly for services like parking, can build trust and encourage earlier commitments. This kind of reassurance is now expected and often plays a decisive role in purchasing decisions.

<h2>Responding to evolving passenger demographics</h2>
The diversity of modern travellers has marked a shift in expectations. According to Ryanair, inter-generational bookings rose by 52% in the five years leading up to 2019, while TUI reports that nearly 80% of young adults now holiday with their parents. At the other end of the spectrum, older travellers are staying active longer and have more disposable income but require greater support throughout the airport journey.
For airports, this means building commercial strategies that meet different needs. Younger travellers expect digital-first journeys, crave personalisation, and are open to newer formats like “bleisure” or “gig-tripping.” Meanwhile, older passengers may need assistance and reassurance but still value comfort and convenience.
Airports that succeed in the future will be those that design ancillary products, services, and experiences with these varied needs in mind, offering both flexibility and personal relevance.

<h2>How does CAVU help airports improve commercial performance?</h2>
For airports looking to turn rising passenger numbers into stronger commercial performance, “good” means more than just incremental gains. It means creating a smarter, more connected commercial ecosystem, one that delivers seamless, personalised experiences for passengers while unlocking measurable value for operators. This is where CAVU comes into its own.
CAVU was founded by Manchester Airports Group with a clear mission: to help airports unlock more commercial value from every passenger journey.
As a Global Travel Marketplace, we combine over 80 years of aviation expertise with the latest in ecommerce innovation to serve both travellers and airports.
But we’re not just a technology provider. Rather, we’re a strategic partner helping you rethink how non-aeronautical revenue is generated.
From disconnected touchpoints to connected experiences, we enable airports to offer personalised, relevant products, delivered through one seamless booking journey. This is what transforms ancillary services into revenue-driving experiences.
With CAVU, airports gain:
<ul>
<li>Access to a global distribution platform that attracts new customers and revenue streams</li>
<li>Data insights that show how passengers search, book, and spend</li>
<li>Smart pricing and packaging tools that drive incremental revenue and boost conversion</li>
</ul>
At the heart of our Marketplace is propel™, a purpose-built ecommerce platform for airport ancillary products.
Designed with and for airports, propel gives commercial teams the tools to optimise pricing, manage capacity dynamically, and ensure services like parking and lounges are always priced for maximum yield.
propel™ is easy to introduce, integrates with existing systems, and supports a seamless booking journey constantly refined through millions of global transactions. It’s how you stay agile, responsive, and competitive in a rapidly evolving industry.

<h2>How we helped Columbia Metropolitan Airport increase revenue and improve operations</h2>
An example of this strategy in action comes from Columbia Metropolitan Airport (CAE), which partnered with CAVU to overhaul its pre-book parking proposition. The results demonstrate how a smarter, data-driven approach can enhance both engagement and revenue.
Between February 2023 and February 2025, CAE experienced a 97% increase in sessions to its parking booking site. Much of this growth (67%) was driven by targeted Facebook campaigns managed by CAVU.
Meanwhile, the airport’s CRM database expanded from 7,000 to 77,000 contacts, with email campaigns generating a 43% year-on-year increase in database growth. Engagement also improved significantly, with unique email clicks rising by 37% and monthly bookings increasing from just over 20 to more than 150.
Revenue results were equally impressive. CAE experienced a 259% year-on-year increase in gross revenue from pre-booked parking, along with a 258% rise in booking volumes. Market penetration increased by 17%, and the average yield grew by 29%. These improvements spanned all parking products and durations, with especially strong performance in bookings made over a month in advance.
By connecting data, pricing, and digital marketing, CAE created a more responsive, profitable commercial model that delivers both operational value and a better <a href="https://ca.vu/insights/the-airports-role-in-refining-the-passenger-experience-in-2025/">passenger experience.</a>

<h2>Why innovation is key to future successes</h2>
Airports are no longer defined by footfall; the challenge today isn’t attracting passengers but converting that demand into revenue without compromising the passenger journey.
Innovation holds the key. By using integrated ecosystems, data-driven strategies, and enhanced ancillary offerings, airports can achieve commercial outcomes as seamless as the experiences they aim to provide.
To learn how to futureproof your airport’s commercial model, join us at <a href="https://www.futuretravelexperience.com/fte-emea/register/">Future Travel Experience EMEA</a> and attend a presentation by Martin Jones, CEO of CAVU, on building more profitable, connected passenger journeys.

Learn how airports can boost revenue and passenger experience through innovation, data-driven strategies, and smarter ancillary services.

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How innovation is driving passenger experience and revenue growth

With <a href="https://insights.worldtravelcateringexpo.com/2025/02/11/technology-personalise-onboard-passenger-experience/#:~:text=Another%20of%20the%20most%20impactful,their%20communications%2C%20products%20or%20services.">78% of consumers</a> likely to make repeat purchases from companies offering tailored communications, products, or services, there’s an increasing expectation for personalised travel experiences at every journey stage.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Airports have the opportunity to understand and respond to passengers&#8217; needs throughout the travel experience. Technology is key to personalisation, and travel data analytics also contribute to delivering meaningful interactions pre-, during, and post-travel.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By adopting such an approach, airports can transform fragmented touchpoints into a connected, customer-focused journey and <a href="https://ca.vu/insights/non-aeronautical-revenue-what-it-is-why-its-essential-and-how-it-boosts-airports-earnings/">increase their non-aeronautical revenue</a>, with <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">car parking</a> and <a href="https://ca.vu/insights/evolution-of-airport-lounges/">airport lounges</a> offering exciting growth opportunities.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
To explore this in more detail, we caught up with Roisin Evans, Head of Customer Marketing at CAVU, to discuss how airports can bring personalisation to life across every stage of the passenger experience, and the benefits this unlocks for both the customer and the business.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
<h2 aria-level="2">How can personalised travel be used pre-departure?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:160,&quot;335559739&quot;:80,&quot;335559740&quot;:279}"> </h2>
The passenger journey doesn’t start at the terminal; it begins the moment a trip is booked. 
With the help of data, airports and airlines can engage travellers well before departure through timely, relevant services that enhance the experience and build brand loyalty. 
Methods such as tailored communications and predictive offers based on travel history and preferences support personalisation, simplify the journey, and drive ancillary revenue. 
Roisin shares how data-led engagement ahead of travel delivers both commercial and customer value.
CAVU: What role does data play in offering personalised travel services before a traveller arrives at the airport?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Roisin: Data allows airports and airlines to anticipate passenger needs and tailor experiences accordingly. Information is gathered from various sources, including previous travel history, booking details, loyalty programmes, and even real-time factors like weather and traffic conditions.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By analysing past travel behaviours, preferences, and flight patterns, airports can predict passenger needs and offer tailored recommendations such as preferred check-in options, lounge access, or special assistance.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Data also supports seamless communication with travellers through mobile apps, emails, and SMS notifications. This might include reminders for check-in, updates on security wait times, personalised offers for dining and retail, or recommendations to upgrade lounges or car parks.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Real-time data integration allows airports to optimise their services by allocating resources efficiently. For example, if a traveller is arriving by car, parking availability and navigation assistance can be customised in advance. Additionally, with biometric data and pre-verified traveller information, security screenings and immigration processes can be streamlined to make the journey faster and more convenient.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By using big data and AI-driven insights, airports can create a smoother, more personalised experience that begins long before the traveller steps into the terminal.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
CAVU: How effective are pre-trip engagement strategies in driving ancillary revenue and brand loyalty? 
Roisin: Pre-trip engagement strategies are highly effective in boosting ancillary revenue and enhancing passenger satisfaction. 
By leveraging personalised offers, targeted promotions, and real-time updates, airports and airlines can encourage passengers to purchase upgrades, premium services, and duty-free products before they even arrive at the terminal. 
Tailored recommendations based on booking history, onsite behaviour and preferences can increase the likelihood of conversions, while proactive communication fosters a sense of exclusivity and convenience.

<h2 aria-level="2">How can personalised travel be used at the airport? </h2>
Airports have a unique opportunity to connect with passengers during the window between check-in and boarding. With the right personalisation, this often-passive waiting period can become a tailored experience that adds value for both travellers and operators. 
As Roisin explains, data and technology can help airports deliver more meaningful engagement, improving satisfaction, easing the journey, and unlocking new commercial opportunities. 
CAVU: How can airports better capitalise on dwell time to offer meaningful and relevant personalisation? 
Roisin: Airports can maximise dwell time by using data-driven personalisation to enhance the passenger experience.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
By leveraging real-time data from flight schedules, passenger preferences, and purchase history, airports can offer tailored recommendations for shopping, dining, and relaxation.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Personalised push notifications via mobile apps can highlight exclusive deals, lounge access, or nearby services based on a traveller&#8217;s location within the airport. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Additionally, integrating AI-powered chatbots and digital assistants can provide customised suggestions, helping passengers make the most of their time while waiting for their flights.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Upon arrival, personalised wayfinding systems guide passengers through the terminal, providing accurate timings at each stage. This ensures passengers are kept moving efficiently, reducing stress and uncertainty.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Real-time data from transport systems allows flight schedules to be adapted to accommodate delays in travelling to the airport, such as a delayed train, so passengers can adjust their plans accordingly.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Next-generation queuing systems can further enhance security and efficiency by streamlining the process, making the entire journey smoother and faster for passengers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
CAVU: How can airports better capitalise on dwell time to offer meaningful and relevant experiences? 

Roisin: To enhance passenger experience during dwell time, airports can introduce interactive and immersive services such as smart wayfinding, digital entertainment zones, and wellness areas. Offering cultural exhibits, pop-up retail experiences, and augmented reality (AR) guides can make waiting times more engaging.  
Additionally, airports can implement dynamic pricing for services like lounges, car parks, Fastrack and premium dining, incentivising passengers to explore unique offerings. Creating a seamless and enjoyable airport experience through technology and tailored engagement not only improves passenger satisfaction but also increases non-aeronautical revenue.

<h2>How can personalised travel improve the post-trip experience?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> </h2>
The end of a trip shouldn’t signal the end of the passenger relationship.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
While airports may not drive travel demand, they play a key role in shaping what happens between journeys.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
By using personalisation to stay connected post-trip, airports can build long-term loyalty, encourage repeat visits, and keep their brand front-of-mind.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
Roisin explains how data-driven strategies, like timely offers, collaborative promotions, and curated content, can turn one-time travellers into returning customers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
CAVU: What strategies can airports use to maintain engagement after a passenger’s journey ends? 
Roisin: Maintaining engagement with passengers after their journey is a core challenge for airports due to the infrequency of travel. Unlike airlines or travel agencies, airports do not create travel demand or directly influence a passenger’s decision to take a trip. Instead, they must build long-term relationships that extend beyond a single visit, focusing on the entire customer lifecycle—from planning a trip to returning home and considering the next journey. 
Airports need to analyse passenger data to understand travel patterns, frequency, and booking priorities. By leveraging insights from past journeys, airports can anticipate when a traveller is likely to book their next trip and engage with them at key moments. This includes sending relevant updates, exclusive offers, and personalised recommendations when a passenger is approaching the travel planning phase. 
A well-timed “Welcome Home” message can reinforce a positive travel experience. Airports can engage passengers through personalised emails or app notifications that include a recap of their airport experience, such as time spent in lounges, purchases made, or loyalty points earned. 
Special offers for their next trip, such as parking discounts or lounge access, can be included as can feedback requests to gather insights and improve future services. This helps keep the airport brand top-of-mind and encourages repeat engagement. 
Airports can stay connected with passengers throughout their journey by collaborating with airline partners. For example, offering joint promotions with airlines, like discounts on airport services for airline loyalty members, and cross-promotions with airport retailers, duty-free stores, or dining establishments, can provide incentives for passengers to return. Subscription-based services, such as priority security access or unlimited lounge entry, can also keep passengers engaged even between trips. 
Airports should utilise data-driven content strategies to keep passengers engaged post-trip. This includes sending curated travel inspiration, airport guides, and destination spotlights based on past travel behaviour, offering trip-planning tools within airport apps, and engaging passengers with interactive content like AR airport maps, digital concierge services, and gamified experiences that encourage them to explore airport offerings on their next visit.

<h2 aria-level="2">How can data support personalised travel? </h2>
CAVU: What types of passenger data are most valuable for delivering meaningful personalisation? 
Roisin: One of the core challenges airports face in delivering meaningful personalisation is that passengers are largely unknown to them. Unlike airlines and travel booking platforms, airports have limited direct interactions with passengers before they arrive.
This makes it difficult to build a comprehensive understanding of traveller preferences, behaviours, and needs. To overcome this, airports must leverage both digital and physical touchpoints to identify passengers as they move through the airport and connect these data sources into a single customer view. 
Airport annual booking data, including car park reservations, lounge access purchases, and premium service bookings, can be used to personalise services based on a traveller&#8217;s past bookings. For example, a frequent business traveller who regularly books long-term parking and lounge access may receive an exclusive offer for discounted valet parking and a complimentary lounge upgrade for their next trip. Focusing on upselling and cross-selling can drive average transaction value and customer lifetime value. 
Digital engagement and online behaviour also play a key role. Data from airport apps, websites, Wi-Fi logins, and social media interactions can be used to predict passenger preferences by analysing browsing behaviour, app interactions, and purchase history. 
Location and movement data, gathered from mobile devices via airport Wi-Fi, Bluetooth beacons, boarding passes, biometric identification, and real-time security queue tracking, allows airports to understand how passengers move through the airport. This helps optimise services such as security screening, shopping promotions, and wayfinding assistance. For example, if a passenger is detected near duty-free stores, personalised promotions can be sent via the airport app, enhancing retail engagement. 
Retail and ancillary spend data, collected from point-of-sale systems, mobile wallets, and past purchases at airport retailers and restaurants, allows airports to tailor recommendations and discounts based on spending behaviour. A traveller who regularly buys coffee at a specific brand’s outlet, for instance, might receive a mobile coupon for a free upgrade on their next purchase. 
Loyalty and membership data from airline frequent flyer programs, credit card partnerships, and airport lounge memberships can be integrated to offer exclusive experiences, priority services, and targeted incentives. 
Real-time travel status and external factors, such as flight schedules, real-time delay notifications, weather updates, and traffic conditions, provide opportunities for proactive assistance. For example, if a flight is delayed, passengers might receive an offer for complimentary lounge access or a discount on airport dining to improve their waiting experience. 
This only works if the data is connected and accurate, which is why creating a unified customer view is essential. Airports must consolidate various data points into a single customer view to enable seamless, real-time personalisation across the entire passenger journey. 
<h2 aria-level="2">Access data-led insights needed to deliver personalised experiences with propel™ </h2>
Data is the key to understanding your passengers and creating journeys that feel personal, relevant, and memorable. 
But to truly unlock its potential, you need a platform built to turn data into action, and that’s where <a href="https://ca.vu/platform/">propel™</a> comes in. 
Our eCommerce platform equips you with the insights to personalise every step of the journey, while helping you make smarter commercial decisions and boost revenue. 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> to see how propel™ can help your airport deliver seamless, standout passenger experiences.

Discover how personalised travel can enhance every stage of the passenger journey, before, during, and after the trip.

Pablo Ayala SmjeevkdZF4 Unsplash

The role of personalised travel throughout the passenger journey

Today’s travellers expect more than efficiency, they want an effortless, personalised journey from the moment they arrive at the airport to when they arrive at their destination.  
That said, delivering these experiences isn’t straightforward, particularly in an industry littered with fragmented systems and a whole host of passenger needs. 
Data and technology both have a critical role to play in the future of travel. 
In this article, Paris Bielby, Data Director at CAVU, lends her expertise and sheds light on how real-time insights, coupled with responsible data use, can help airports improve the passenger experience and foster long-term customer loyalty. 
<h2 aria-level="2">The power of passenger data and technology </h2>
Airports are inundated with data. 
<a href="https://atag.org/facts-figures#:~:text=In%202023%2C%204.4%20billion%20passengers,2024%20is%205%20billion%20passengers.&amp;text=In%202023%2C%2035.3%20million%20scheduled,some%2096%20million%20aircraft%20movements.">In 2024, an estimated 5 billion passengers took to the skies</a> with each contributing information at various touchpoints during their respective journeys. 
For airports, the challenge lies in dissecting the insight and turning it into useful and actionable information.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
As Paris highlights, this isn’t without its challenges. That said, emerging technologies and the influx of AI are proving influential in helping airports understand passenger behaviour and incorporating a personalisation-led approach.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: What are the biggest challenges in collecting and integrating data from multiple sources (airlines, retailers, transit providers, etc.)?  
Paris: Connecting a passenger’s journey from end-to-end can be a different outcome depending on their departure and arrival countries.  
For example, established airports have good data on passenger volumes and flight paths, which means that building out overall trends is achievable. It is the less orthodox journeys that can be trickier to stitch together, but in general, not impossible; it just isn’t always in real-time. 
It’s possible to take passengers from unknown to known journeys when data is shared in conjunction with a few providers. For instance, when data is shared with multiple touchpoints, it can be stitched together to understand the flow of a passenger journey better.<span class="EOP SCXW124797225 BCX4" data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}">  
CAVU: How can AI and machine learning be used to analyse passenger behaviour and improve tailored offerings?  
Paris: Generally, yes, in a multitude of ways. Primarily, AI and machine learning help plan optimal flight times, routes, and product suites based on passenger behaviour and demand, including services like parking, flights, and lounge access.  
They also enable more bespoke offerings, such as identifying popular shopping destinations, tailoring the retail environment, and curating specific product selections. We can even go more granular, using data to influence sensory elements like lighting and noise levels in different spaces, insights that help design future products and experiences.  
<h2 aria-level="2">How does data improve personalisation throughout the passenger journey? </h2>
Real-time information is integral to connected travel. Live flight updates and tailored retail environments are just two examples of how it helps deliver convenient, relevant, and valuable experiences for passengers.  
As Paris explains, joined-up data sharing across travel stakeholders is central to bringing such instances to life. 
CAVU: How does real-time data sharing between travel stakeholders improve personalisation and efficiency?  
Paris: Whenever anything becomes real-time, it means that it can be more bespoke and meaningful to the travel experience. 
Making decisions when travelling and having information accessible in what can be frantic moments is all about convenience; if we, as data collectors and brands, can use data to display relevant and timely information or services to people to make their decisions and journeys better, then we are winning.

<h2 aria-level="2">How can airports use data responsibly?  </h2>
Personalisation undoubtedly improves the customer journey, but it can’t come at the cost of privacy. 
Paris gives her views on how airports can meet and exceed regulatory standards and build trust by being transparent, while using anonymised insights to improve experiences without compromising individual privacy.   
CAVU: How can airports balance a data-driven approach with passenger privacy concerns?  
Paris: Generally, passengers fall into behavioural segments, like frequent flyers, which means trends across groups are often more useful than data about individuals. That’s valuable not just for businesses aiming to optimise flight loads, but also for the environment, helping to coordinate routes, loads, and trip frequency more efficiently.  
Privacy concerns tend to arise around personalisation, but if it’s meaningful and based on clear, informed consent, it shouldn’t be a concern for brands.  
CAVU: What best practices should airports follow to ensure compliance with data protection regulations (e.g., GDPR)?  
Paris: At CAVU, we believe in going above and beyond data protection laws. It’s not just smart business; it also protects us against any potential regulatory changes. We’re always striving to be more responsible and ethical in how we handle personal data, guided by the principle: just because you can, doesn’t mean you should.  
CAVU: How can transparency and clear opt-in mechanisms help build trust in data-driven personalisation?  
Paris: Consent and transparency go hand in hand, and both are central to building trust. What’s crucial is clarity: people need to understand exactly what they’re agreeing to.   
Too often, it’s difficult for users to grasp how their data will be used or processed. That’s why it’s our responsibility, as customer-facing brands, to keep refining these methods and continually test them to ensure they’re clear and effective.  
CAVU: What role does anonymisation or aggregated data play in enhancing experiences while maintaining privacy?  
Paris: As brands and businesses, we’re not interested in snooping on personal details, we’re focused on understanding broader behavioural patterns across groups.  
By collecting pseudonymised data points, we can spot trends and shape the travel experience around them. We can also feed this data into models that infer outcomes at scale, helping us design better services based on aggregated insights. 
<h2 aria-level="2">Deliver data-led, connected travel experiences with propel™ </h2>
Airports need to embrace data and technology to meet the newfound expectations of modern travellers, and integrating data-driven strategies is central to transforming the passenger journey.  
<a href="https://ca.vu/platform/">propel™,</a> CAVU&#8217;s eCommerce platform, helps airports in this transformation. 
By offering a slick booking experience for services like parking, lounges, and FastTrack, propel™ not only improves customer satisfaction but also drives revenue growth. 
With features such as advanced pricing tools, detailed reporting, and access to a global distribution network, propel™ helps airports to: 
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1">Sell the right products at the right prices, using data-led insights to improve offerings. </li>
</ul>
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<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">Reach new markets, expand their customer base through a wider distribution network. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">Improve operational efficiency, ensuring services are fully booked and resources are used effectively. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="4" data-aria-level="1">Get crystal-clear insights, allowing for informed decision-making and continued improvement. </li>
</ul>
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and see how propel™ can pave the way for a transition from traditional transit hubs to dynamic, customer-centric destinations.

Discover how data and technology can help airports reshape passenger experiences, with insight from Paris Bielby, Data Director at CAVU.

Technology In Travel

How can data and tech reshape passenger experiences?

Technology is woven into daily life, from shopping to ordering lunch, and travel doesn’t buck the trend, with passengers using digital solutions before, during, and after their journeys.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
One of the biggest frustrations in air travel is fragmentation. Many airport systems are misaligned, leading to a disconnected experience for travellers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
However, with <a href="https://ca.vu/insights/the-airports-role-in-refining-the-passenger-experience-in-2025/">airports role in positive customer experiences</a> undeniable, technology in travel has a key role to play.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
<h2 aria-level="2">Why is the Role of Technology in Travel Increasing?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> </h2>
Over the years, digital solutions in airports have evolved dramatically, and passengers have become increasingly receptive to their role.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
For example, research shows that<a href="https://www.sita.aero/pressroom/news-releases/research-shows-pent-up-demand-for-air-travel-with-passengers-embracing-mobile-and-touchless-technologies/"> 87% of passengers</a> now have a positive view of identity control, an 11% increase since 2016. A similar trend applies to baggage collection, with <a href="https://www.sita.aero/pressroom/news-releases/research-shows-pent-up-demand-for-air-travel-with-passengers-embracing-mobile-and-touchless-technologies/">84% of passengers</a> giving favourable feedback, up 9% over the same period.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
With passenger expectations higher than ever, airports must create engaging experiences that drive loyalty and revenue. A key part of this is integrating non-aeronautical services, such as <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">car parking</a>, FastTrack, and <a href="https://ca.vu/insights/evolution-of-airport-lounges/">airport lounges</a>, into a unified digital ecosystem.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
At CAVU, we’re addressing this challenge with a technology-agnostic approach. propel™ connects disparate systems, eliminating the hassle of switching between apps and delivering a seamless travel experience.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
In this Q&amp;A, Joel Godfrey, Digital Product Director at CAVU, shares insights on how <a href="https://ca.vu/insights/the-power-of-data-in-transforming-the-travel-experience/">data is transforming the passenger experience</a>, how technology contributes to connected travel, and how propel™ is equipped to help airports deliver streamlined journeys.

<h2 aria-level="2">Technology in Travel: How is propel™ Supporting Airports?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> </h2>
CAVU: How does propel™ unify key airport systems to create a seamless experience?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: We’ve collaborated with airports worldwide to understand their most commonly used systems and integrated these into propel™. This means that when an airport adopts propel™, much of the required functionality is already in place.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Our team continuously monitors emerging technologies and trends, ensuring that propel™ remains ahead of evolving airport needs. By handling these integrations behind the scenes, we allow passengers to focus solely on their journey.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: What sets propel™’s integration capabilities apart from traditional airport technology?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: Unlike traditional systems that operate in silos, propel™’s approach to channel management allows inventory to be distributed across multiple channels through a single API. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
This means airports can offer their products to airlines, online travel agencies, and other partners with full control over availability. For partners, propel™ provides a simplified way to access inventory, reducing the technical complexity of integrations.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™ personalise recommendations for passengers?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: propel™ leverages multiple data points to tailor recommendations to each passenger. By analysing booking behaviour, travel logistics, party size, and capacity, we can present passengers with the best product at the right price.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
If passengers opt to share more data through our marketing channels, we can further refine personalisation, ensuring they receive highly relevant offers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™ maintain scalable personalisation across different airport environments?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: Scalability is entirely in the hands of the airport. If an airport chooses to sell only a limited range of products, propel™ ensures passengers receive the best options within that category. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
However, the more products an airport integrates into the propel™ Inventory Warehouse and the more channels it utilises, the greater the revenue potential and the more personalised the experience becomes.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™ facilitate a single-basket transaction model across multiple airport vendors?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: propel™’s Marketplace platform allows airports to sell both their products and third-party services, such as eSIMs, travel insurance, and car rentals, all within a single transaction. The single-basket feature ensures passengers only need to check out once, paying in their preferred currency with their chosen payment method.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Meanwhile, behind the scenes, propel™ seamlessly manages commissions and financial reconciliations, even when transactions involve multiple vendors in different countries.

CAVU: What are the benefits of propel™’s payment and checkout technology for passengers and retailers?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: propel™ partners with Stripe, a leading global payment provider, to offer seamless transactions.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
For passengers, this means being able to pay using their local currency and preferred payment method, with regional-specific options available where required. For retailers, Stripe ensures a secure and consistent checkout experience, simplifying transaction reconciliation and finance processes.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™’s single-basket feature increase conversion rates and passenger spending?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: By allowing passengers to add multiple products to their basket throughout their booking journey, propel™ encourages increased spending. For example, a traveller booking lounge access may also be offered a FastTrack security upgrade.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Additionally, propel™’s bundling capability enables airports to create curated packages at a discounted rate, making it easier for passengers to purchase multiple services in one go.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™ balance data privacy, compliance, and real-time information sharing?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: <a href="https://ca.vu/insights/data-ai-ethical-innovation-2025/">Data privacy</a> is a top priority for both airports and passengers. propel™ operates on a global scale but ensures that customer data remains within the country of origin.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Each airport deployment is entirely separate, meaning no cross-sharing of passenger data occurs. Where information must be shared, strict cybersecurity measures are enforced, including encryption and restricted access for authorised partners.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: How does propel™ stay ahead of emerging trends and airport needs?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
Joel: propel™ is continuously evolving, supported by a team of over 150 software engineers, product managers, UX designers, and analysts. We gather insights through airport workshops, passenger feedback, and data analytics to ensure we are developing solutions that add real value.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
By staying at the intersection of customer needs, airport commercial objectives, and technological advancements, we ensure propel™ remains the go-to platform for modern, connected travel experiences<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
<h2 aria-level="2">Embrace Technology in Travel with propel™<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:360,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> </h2>
As airports strive to enhance passenger satisfaction while maximising revenue opportunities, the role of technology in travel has never been more critical.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
With <a href="https://ca.vu/platform/">propel™</a>, airports can deliver seamless, personalised, and scalable experiences that meet the needs of today’s travellers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and learn more about how propel™ is revolutionising airport commerce.

Learn how technology in travel is transforming the airport experience, creating more connected and seamless journeys for travellers.

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How Does Technology in Travel Support Connected, Personalised Experiences?

Business growth and sustainability are top priorities for key stakeholders. 
Yet, while many search far and wide for answers, oftentimes, the answers lay in plain sight, in the form of cold, hard facts, supported by <a href="https://ca.vu/insights/data-ai-ethical-innovation-2025/">travel data analytics</a>. 
Data-led strategies are widely acknowledged as the sensible option for eliminating assumptions, so much so, that research indicates as many as <a href="https://www.forbes.com/councils/forbeshumanresourcescouncil/2023/07/18/being-data-driven-is-likely-your-best-bet/">90% of businesses</a> are using a statistical approach to introduce a strategy that hits the mark, including household names such as Coca-Cola and Google. 
And the travel industry doesn’t buck the trend. 
Travel data analytics play a key role in improving decision-making, understanding customers, predicting trends, optimising operations, and, most importantly, generating revenue. 
In this blog, we explore the benefits of travel data analytics and how it helps airports and car park operators turn complex data into actionable insights that drive success. 
<h2>What is travel data analytics?</h2>
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<div data-hveid="CAMQAQ" data-ved="2ahUKEwiX2__1leGLAxUYAPsDHSADDYwQo_EKegQIAxAB">Travel data analytics is the process of using data to explore trends within the travel industry, identify patterns, and refine operations to improve the travel experience for customers and businesses.</div>
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<div data-hveid="CAMQAQ" data-ved="2ahUKEwiX2__1leGLAxUYAPsDHSADDYwQo_EKegQIAxAB">Information is gathered from various sources, e.g. customer bookings, social media, and operational systems, to enhance key processes and personalisation, whilst fine-tuning key business decisions, such as pricing strategies.</div>
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<h2 aria-level="2">Benefits of travel data analytics </h2>
Maximising efficiency and delivering exceptional customer experiences are both key in the travel industry, and travel data analytics help businesses make smarter, data-driven decisions. 
<h3 aria-level="3">Insights into consumer behaviour </h3>
Approximately <a href="https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/the-consumer-decision-making-process/#:~:text=This%20means%20that%20people's%20shopping,brands%2C%20stores%2C%20and%20retailers.">one-third of global consumers</a> are spending more time contemplating decisions before deciding to part ways with their hard-earned money, with the influx of options on the market a key contributor. 
Travel data analytics provides businesses with valuable insights into traveller behaviour, preferences, and emerging trends. By examining booking data, social media interactions, past purchases, and customer feedback, companies can refine their marketing, sales, and service strategies to appeal to their target market. These insights also help predict demand shifts before they become obvious market trends, as noted by Paris Bielby, Data Director at CAVU: 
“The data availability from tools like Google Demand and other web monitoring metrics allow for us, at CAVU, to combine these metrics with search behaviours and spikes in booking curves to identify trends in their infancy. 
“Whether this is a new holiday destination or an emerging entertainment event with multiple venues &#8211; we know ahead of the curve due to our proprietary behavioural modelling.” 
<h4 aria-level="4">Airlines </h4>
Airlines can use travel data analytics to improve their understanding of customer preferences and predict demand for specific routes, helping them adjust seat availability, optimise pricing, and launch targeted promotions. 
By tracking booking trends and customer interactions, airlines can adopt a proactive approach, compete with market rivals, and provide the right services at the right time to meet traveller needs. 
<h4 aria-level="4">Airports </h4>
Airports, too, benefit from these insights. By analysing traveller behaviour, airports can allocate appropriate resources and prepare for shifts in demand during peak periods. 
For instance, travel data analytics can reveal when passengers are most likely to arrive, paving the way for improved check-in, security lines, and baggage handling. 
<h4 aria-level="4">Car Park Operators </h4>
Car park operators can also use travel data analytics to improve their services. By analysing booking patterns and customer interactions, operators can gain insights into preferences for parking locations, the duration of stays, and types of vehicles.  
Segmenting customers based on factors such as frequency of parking, booking lead time, or travel purpose (business vs. leisure) allows operators to tailor <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">pricing strategies</a> and develop personalised parking packages and promotions. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}"> 
Given as many as <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying">71% of consumers</a> expect companies to deliver personalised interactions, this undoubtedly plays a key role in improving booking rates, and customer loyalty.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}"> 
In our piece on <a href="https://ca.vu/insights/data-ai-ethical-innovation-2025/">data, AI, and ethical innovation</a>, Paris Bielby, Data Director at CAVU, highlighted the exciting opportunities personalisation can bring companies in addressing passenger needs:<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}"> 
&#8220;When people think of personalisation, they often focus on offering tailored purchase opportunities to users, and while that’s part of it, it goes far beyond just sales. One aspect that’s often overlooked is how we can adjust experiences for specific groups, especially those who may be vulnerable or have unique neurodiversity needs. 
“For instance, if autistic travellers are open to sharing information about their sensitivity to noise, travel brands could provide recommendations for quieter flight times or suggest terminal areas with peaceful, quiet zones. This level of personalisation not only improves their travel experience but also shows a real understanding of their needs.&#8221;
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<h3 aria-level="3">Anticipating and adapting to travel trends </h3>
The travel industry is notoriously unpredictable, with new developments and travel patterns emerging as quickly as another one ends. 
However, travel data analytics support businesses in anticipating these developments before they occur, meaning they can proactively position their products, services, and marketing strategies to capitalise on future opportunities rather than react to changes as they happen. 
<h4 aria-level="4">Airlines</h4>
Airlines can analyse flight booking trends, customer demand data, and seasonal fluctuations to forecast future route demand. 
For European airlines, demand and operating margins <a href="https://www.mckinsey.com/industries/travel/our-insights/how-airlines-can-handle-busier-summers-and-comparatively-quiet-winters">peak during the summer months</a>. 
By spotting early signs of shifting patterns, airlines can adjust seat availability, launch targeted promotions, and refine pricing strategies—ensuring they stay competitive in a fast-evolving market. 
<h4 aria-level="4">Airports </h4>
Airports can also benefit from anticipating seasonal trends, using this information to optimise their capacity and resource allocation.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}"> 
By aligning with airlines&#8217; forecasts, airports can better prepare for peak travel periods, such as busy holiday seasons or major events. This allows for more effective management of check-in counters, security lanes, baggage handling, and concessions.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:279}"> 
Additionally, airports can coordinate with airlines on flight schedules, improving operations and reducing congestion. By anticipating demand, airports can also tailor their marketing and services to meet passenger expectations during high-traffic times, ensuring a more enjoyable experience for travellers. 
<h4 aria-level="4">Car park operators </h4>
For car park operators, anticipating seasonal trends is equally as important. 
By understanding when demand for parking is likely to peak, due to holidays, special events, or seasonal shifts, they can adjust their pricing strategies, offer promotions, and optimise parking capacity. 
For example, operators can use <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">dynamic pricing</a> during high-demand periods, offering special rates for long-term parking or early bird discounts to encourage reservations. This proactive approach maximises occupancy while providing customers with competitive pricing options. 
Moreover, this foresight allows car park operators to manage their facilities more effectively. They can allocate additional space, introduce temporary valet services, or partner with nearby off-site parking facilities to accommodate increased demand. 
By anticipating congestion, operators can ensure that passengers always find a space, reducing the risk of overcrowding and improving the customer experience. 
Deploying extra staff during busy times further ensures smooth operations and shorter wait times. Integrating technology like contactless payments and real-time availability updates also helps streamline the process, making parking more convenient for customers. 
Encouraging pre-booking is another way car park operators can benefit from forecasting. By offering customers the option to reserve parking in advance, operators gain a clearer understanding of expected occupancy, which makes it easier to manage demand. This also provides peace of mind to customers, knowing their parking spot is secured, while operators can plan more effectively. 
Aligning services with anticipated seasonal trends allows car park operators to improve the overall passenger experience. Operators can offer added-value services, such as expedited shuttle buses, VIP parking options, or loyalty programmes, all designed to ensure a smoother journey from the car park to the terminal. 
Strategic partnerships with airlines and airports can also create bundled offerings, such as parking combined with <a href="https://ca.vu/insights/evolution-of-airport-lounges/">lounge access</a> or discounts on local services, making the travel experience even more <a href="https://ca.vu/insights/connected-travel-and-personalisation-in-the-passenger-journey/">connected and attractive</a> during busy periods. 
By anticipating seasonal trends, car park operators can improve efficiency, increase revenue, and the level of services they provide, whilst creating memorable experiences for passengers.

<h3 aria-level="2">Improved Pricing Strategies </h3>
While pricing is a critical component for any business, there needs to be a fine balance struck between maximising revenue and staying competitive. 
For car park operators, dynamic pricing strategies powered by travel data analytics allow real-time price adjustments based on demand, booking patterns, and competitor activity. 
By analysing factors such as booking lead times, seasonal demand, and major events, operators can anticipate peak periods and adjust prices accordingly. CAVU’s Lead Data Scientist, Sam Capewell, explains: 
“We use historical booking data to build forecasting models that accurately predict demand for a car park on any given day. This helps operators manage peaks and troughs, lowering prices during quieter periods to attract customers and increasing them when demand is high to optimise profit and margins. 
“Competitive pricing and price elasticity of demand can provide us with valuable insights into how customers shop products based on the price. This can entice customers into our products ensuring we fill capacity and drive revenue.” 
<h3 aria-level="3">Enhancing Operational Efficiency </h3>
Travel data analytics plays a vital role in optimising operational processes. By using data-driven insights, businesses can streamline operations, reduce waste, and improve resource allocation. 
Airports can use travel data analytics to improve their operations by analysing passenger flow, flight schedules, and staffing needs. 
By forecasting peak travel periods based on historical data and upcoming events, they can ensure the right number of staff are available for check-in, security, and baggage handling. This minimises delays, reduces congestion, and improves the overall passenger experience. 
Travel data analytics also helps airports optimise gate allocations and manage passenger waiting times, ensuring every aspect of operations runs as efficiently as possible. Real-time data plays a crucial role in identifying and addressing operational bottlenecks. For example, if security queues are longer than usual at certain times of day, airports can deploy additional staff to ease congestion. 
Beyond operational efficiencies, data-driven insights shape the entire airport experience, from passenger movement to retail dynamics. Paris Bielby, Data Director at CAVU, highlights how behavioural and sentiment data influence airports: 
“The airport experience is shaped by data and operational management, which is no exception for real-time data flow. When the departure lounges at larger airports have spaces with premium shopping options, there’s often a demand from passengers for more space. 
“Behavioural and sentiment data is used to nudge passengers to their gate to stimulate a more cohesive environment for shoppers and diners in certain spaces, while also allowing the passengers who want to get to their gate and sit quietly to do so.” 
<h3 aria-level="3">Improving Marketing ROI</h3>
<h4 aria-level="4">Airports </h4>
Travel data analytics improve marketing for airports by providing insights into passenger demographics, preferences, and behaviours. Analysing traveller data, such as flight routes, dwell times, and spending habits can create highly targeted campaigns for retail, lounges, and other services. 
Real-time insights allow airports to adjust promotions dynamically, ensuring marketing spend is focused on high-impact areas, such as last-minute offers for departing passengers or targeted campaigns for frequent travellers. 
<h4 aria-level="4">Airlines </h4>
Airlines can use travel data analytics to refine customer segmentation, allowing for personalised promotions based on booking history, loyalty status, and travel patterns.  
By analysing engagement with past campaigns, airlines can optimise email marketing, social media ads, and loyalty programmes to maximise conversions. Real-time data also enables airlines to respond to demand shifts, adjusting pricing and promotions accordingly to increase ticket sales and ancillary revenue. 
<h4 aria-level="4">Car Park Operators </h4>
For car park operators, travel data analytics helps identify peak demand periods, preferred booking channels, and customer behaviour trends. 
By tracking online searches, reservation patterns, and occupancy rates, operators can optimise digital advertising and promotional offers to attract more bookings. 
Dynamic pricing strategies, informed by real-time data, ensure marketing efforts are aligned with demand, maximising both revenue and customer retention. 
By using travel data analytics, airports, airlines, and car park operators can fine-tune their marketing strategies, improve audience targeting, and ultimately maximise return on investment. 
<h2 aria-level="2">Turn travel data analytics into purposeful strategies with propel™ </h2>
Travel data analytics is a game-changer in the way travel businesses make decisions. However, to fully harness the potential of travel data, businesses need a solution that consolidates data from multiple sources and provides real-time, actionable insights. 
propel™ has been designed to support travel businesses in making confident, data-driven decisions. 
propel™ provides detailed insights into consumer behaviour, industry trends, pricing strategies, and operational performance, providing companies with access to a holistic view of their data. This allows them to make informed decisions across marketing, pricing, customer service, and more. 
<a href="https://ca.vu/get-in-touch/">Get in touch</a> to discuss how propel™ can equip your business with the data you need to make smarter decisions that drive success.

Explore the benefits of travel data analytics and how it helps airports, and car park operators turn complex data into actionable insights that drive success. 

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How can travel data analytics guide key business decisions?

For airports, non-aeronautical revenue is essential for financial stability, whilst playing a key role in improving the passenger experience. 
With airline fees fluctuating and passenger expectations evolving, airports must find new ways to secure financial stability. Non-aeronautical revenue generated through ancillary services has become the key to sustainable growth. 
But what exactly is non-aeronautical revenue, and why does it play such a vital role in an airport’s success? 
<h2 aria-level="2">Aeronautical Revenue vs Non-Aeronautical Revenue </h2>
Airports generate revenue through two primary channels: aeronautical and non-aeronautical revenue. 
<h3 aria-level="3">What is Aeronautical Revenue? </h3>
Aeronautical revenue comes directly from airline operations, including landing fees, terminal rentals, passenger service charges, and aircraft parking. This income is essential but can fluctuate based on airline demand, economic conditions, and travel disruptions. 
<h3 aria-level="3">What is Non-Aeronautical Revenue?</h3>
Non-aeronautical revenue, on the other hand, includes all earnings generated outside of airline operations. 
This covers parking, retail, food and beverage services, lounges, and other premium services. By prioritising these alternative revenue streams, airports can build financial resilience, reduce reliance on airline fees, and invest in infrastructure and service enhancements.

<h2 aria-level="2">How to Maximise Non-Aeronautical Revenue </h2>
<h3 aria-level="3">Parking and Ground Transportation Services </h3>
<a href="https://ca.vu/insights/key-airport-parking-trends/">Car parking</a> remains one of the most significant non-aeronautical revenue sources for many airports. To increase earnings, airports can introduce tiered pricing structures that offer premium, economy, and valet parking options, catering to a range of customer preferences. 
Using <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">dynamic pricing models</a> that adjust rates based on demand can also help maximise revenue, while forming partnerships with ride-hailing services to create dedicated pick-up and drop-off zones can generate additional income and improve the passenger experience. 
<h3 aria-level="3">Retail and Dining Offerings </h3>
Passengers often spend considerable time in airport terminals, creating ample opportunities to increase retail and food and beverage sales. 
Expanding duty-free offerings and introducing high-end retail brands can attract premium spenders while ensuring a variety of dining options that appeal to a broader audience. 
Airports focusing on local and international culinary experiences can further enhance their appeal, encouraging passengers to spend more time and money within the terminal. 
<h3 aria-level="3">Advertising Opportunities </h3>
Advertising is another lucrative non-aeronautical revenue stream that airports can leverage effectively. By making use of high-traffic areas such as check-in zones, security queues, and departure lounges, airports can offer brands premium exposure to a captive audience. 
Digital screens, interactive displays, and targeted mobile advertising can create additional revenue while also providing passengers with engaging content during their journey.

<h3 aria-level="3">Lounge and Premium Services </h3>
Offering services such as <a href="https://ca.vu/insights/evolution-of-airport-lounges/">airport lounges</a>, unique experiences (<a href="https://ca.vu/insights/aether-private-terminal-launch/">such as aether</a>), fast-track security, and concierge services can generate significant non-aeronautical revenue. 
Many passengers are willing to pay for a more comfortable and seamless airport experience, with <a href="https://businesstravelerusa.com/news/study-more-than-half-of-frequent-travelers-use-airport-lounges/">over half (57%) of frequent flyers using airport lounges</a>.  
By partnering with airlines or third-party providers, airports can ensure these services are widely accessible while generating additional revenue. 
<h3 aria-level="3">Developing Non-Traditional Revenue Streams </h3>
Beyond the more conventional sources, airports can explore innovative ways to boost non-aeronautical revenue. Hosting events, leasing space for business conferences, or even incorporating entertainment experiences within the terminal can attract new income streams. 
Additionally, integrating e-commerce and click-and-collect shopping services allows passengers to make purchases before arriving at the airport, increasing conversion rates for retailers.

<h2 aria-level="2">Optimising Digital Engagement for Non-Aeronautical Revenue </h2>
In addition to traditional revenue streams, airports can further boost non-aeronautical revenue by using digital tools that engage passengers innovatively. For instance, offering parking reservation software allows passengers to secure their parking spaces ahead of time, ensuring smooth operations while guaranteeing revenue. 
Similarly, pre-order food and beverage services allow passengers to purchase meals in advance and skip the queues, enhancing customer satisfaction and increasing sales. 
<h3 aria-level="3">Loyalty Programs and Proximity Marketing </h3>
Building passenger loyalty through reward programs and proximity marketing is another strategy to drive non-aeronautical revenue. By offering discounts, upgrades, or exclusive deals through loyalty schemes, airports can encourage repeat spending.  
The role of location-based advertising and personalisation is becoming increasingly important in creating <a href="https://ca.vu/insights/connected-travel-and-personalisation-in-the-passenger-journey/">seamless, connected experiences</a> within airports. By using passenger data and real-time location insights, airports can deliver targeted offers and promotions, improving the shopping experience while driving non-aeronautical revenue. 
This shift towards personalised engagement is essential in meeting evolving consumer expectations, a sentiment echoed by Roisin Evans, Head of Customer Marketing at CAVU: 
“Users are more cautious about spending and expect maximum value at every stage of their journey. 
“Personalisation has become essential, with seamless, lifecycle-driven experiences powered by first-party data now a standard expectation.  
&#8220;Generic marketing no longer works—customers demand tailored, multi-channel communication that makes them feel understood and valued.” 
<h3 aria-level="3">Use of Real-Time Data Analytics </h3>
To drive non-aeronautical revenue, airports must use real-time analytics to better understand passenger behaviours and trends. Paris Bielby, Data Director at CAVU, explains how data-driven insights can improve revenue generation: 
“When it comes to pre-travel upselling, it’s all about making things convenient. Using generative AI can help streamline how information is shared during transactions, leading to higher conversion rates. 
“During the travel experience, it’s more about understanding behavioural trends and passenger sentiments. If people in departure lounges are looking for more space, data can help manage the timing for when passengers are called to the gate, allowing everyone to move around more comfortably. 
“After the travel experience, the focus shifts to how brands can get creative and incentivise feedback. If companies want to know what rewards or incentives their customers would appreciate, they need to offer something in return for that feedback. It’s a win-win to keep the conversation going.” 
By tracking which services are in high demand, airports can adjust pricing and availability, maximising opportunities for increased non-aeronautical revenue. This data-driven approach allows airports to fine-tune their offerings and align them with passenger preferences.

<h2 aria-level="2">Optimise Your Strategy and Increase Non-Aeronautical Revenue with propel™ </h2>
To successfully implement these strategies, airports need a platform that simplifies operations while enhancing the passenger experience. 
propel™ provides a specialised eCommerce solution tailored to the travel industry, offering a seamless white-label booking flow that allows passengers to browse, book, and pay for services like parking, lounges, and car rentals in just a few clicks. 
With advanced pricing tools and detailed reporting, propel™ enables airports to manage products and pricing effectively, driving revenue growth and ensuring competitive pricing strategies. 
propel™ also delivers valuable insights into product performance, helping airports track inventory, identify high-demand services, and make data-driven decisions to optimise sales, ensuring that services remain fully booked and boosting financial performance. 
<a href="https://ca.vu/platform/">Get in touch today</a> for more information on how we can lay the foundation for increasing your airport’s revenue goals.

Discover how airports can boost non-aeronautical revenue by using parking, retail, lounges, and more to improve their income.

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Non-Aeronautical Revenue: What It Is, Why It’s Essential, and How It Boosts Airport’s Earnings

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The role of personalised travel throughout the passenger journey

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How Does Technology in Travel Support Connected, Personalised Experiences?

How can travel data analytics guide key business decisions?

Non-Aeronautical Revenue: What It Is, Why It’s Essential, and How It Boosts Airport’s Earnings