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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 journey through an airport is no longer just a means to an end—it’s becoming a curated experience that caters to the diverse needs of modern travellers. 
Heidi Stancliffe, Head of Product Strategy at CAVU, reflects on the standout innovations of 2024 and explores what lies ahead in 2025. 
From incorporating local culture into the terminal design to leveraging AI for seamless journeys, airports are embracing transformative changes to enhance convenience and enjoyment. 
This Q&amp;A unpacks the key trends shaping the passenger experience, offering insights into how airports balance sustainability, personalisation, and the demand for memorable experiences. 
CAVU: Looking back at 2024, what developments in passenger experiences do you think have been most impactful for improving customer journeys? 
Heidi: ‘Sense of place’ has become the cornerstone of airport development, with large and small airports seeking to reflect the physical environment and community of the city or region through terminal design and concessions. This trend has helped create more authentic, localised experiences for passengers. 
Expectations around Food &amp; Beverage have also risen, with passengers now seeking freshly prepared, locally influenced options when at the airport. Lounges, too, are evolving—becoming more focused on dining and offering restaurant-style experiences as part of the broader journey. 
Wellness remains a key consumer trend, manifesting in various forms such as exercise, spa, and sleep facilities, as well as sensory experiences like mindfulness and nutrition-based services. 
We also saw exciting new concepts in 2024 that will continue to develop into 2025. For example, six next-generation Escape Lounges are set to open in Q1 alone, raising the bar in terms of amenities, style, and culinary offerings. 
And of course, a round-up of 2024 wouldn’t be complete without mentioning aether The Private Terminal at Manchester Airport, which has received glowing reviews since its November opening.

CAVU: What key trends in passenger experiences do you predict will emerge in 2025? 
Heidi: Lounge access has really democratised in recent years, and it’s now a norm for many travellers. However, as lounges become busier, we’re likely to see waitlists for entry. 
To meet demand, airports will continue to open more common-use lounges, particularly in the US, which is still a relatively underserved market. Larger locations may introduce different concepts or areas within lounges to cater to diverse passenger needs. Additionally, I foresee lounge access schemes evolving toward pre-booking models to guarantee entry. 
I’m particularly excited about the rise of new Low-Cost Carrier (LCC) lounges. These brands are more relaxed and playful than traditional lounges, and I’m keen to see how they integrate this approach into their lounge products. 
CAVU: In what ways do you think airports will personalise their services to meet the growing demand for seamless, stress-free travel? 
Heidi: Technologies like geolocation, automation, and generative AI are making it easier for airports to personalise content and communications for passengers. These advancements are allowing for real-time information and better options, especially during disruptions. 
While some of these technologies have been in development for years, their increasing maturity will soon lead to a noticeable positive impact on passenger experiences. 
That said, there’s always the risk of digital fatigue. Travelers often get frustrated by clunky chatbots or the need to enrol for services they’ll only use once. Airports still struggle with fragmented infrastructure, making it difficult to offer truly seamless journeys across the board. 
Ultimately, the key is to balance every day, transactional experiences—which should ideally be almost invisible to passengers—with more special and memorable ones. Technology excels at improving the former, but it can also enhance premium experiences, though human interaction still plays a central role in creating those ‘magical moments.’ 
CAVU: Do you foresee sustainability influencing the types of experiences airports prioritise for passengers in 2025? 
Heidi: Sustainability is becoming increasingly important for airports, especially when it comes to choosing partners and concessionaires. For instance, Escape Lounges have been single-use plastic-free for several years, which is now becoming a standard in the industry. 
We also cook from scratch in our lounges, significantly reducing packaging waste, and 40% of the products consumed in our Manchester Airport lounges are sourced from within a 40-mile radius. 
Sustainability is no longer just about the environment; it’s also about taking a holistic approach to ‘People + Planet.’ This includes ensuring fair wages, addressing modern slavery in supply chains, and focusing on equality, diversity, and inclusion. 
At CAVU, our ‘People first, results will follow’ value guides our approach, ensuring the well-being of our staff is always a priority.

Heidi Stancliffe, Head of Product Strategy at CAVU, reflects on the standout innovations of 2024 and explores what lies ahead in 2025. 

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The Airport’s Role in Refining the Passenger Experience in 2025

The future of connected travel hinges on the ability to create more personalised, seamless experiences for passengers. 
As customer expectations shift towards greater convenience, real-time updates, and sustainability, CAVU&#8217;s Head of Customer Marketing, Roisin Evans and Chief Customer Officer, Simon Butterworth, discuss the role technology will play in meeting these demands. 
From AI-driven personalisation to the integration of single-basket booking systems, this article explores the innovations that will reshape how passengers plan, book, and experience their journeys in 2025. 
CAVU: In 2024, what changes have you observed in customer expectations when it comes to booking and managing their journeys? 
Roisin: Customers in 2024 are a lot more cautious about how they’re spending their money, and they’re focused on getting as much value as possible from the services and products they buy.
That means businesses need to clearly show the value they’re offering. Marketing, e-commerce, and product delivery have to work together to make sure the right products are offered at the right price, based on where and when people are booking. 
It’s also more important than ever to have consistent and simple communication across multiple touchpoints. The economic challenges everyone’s facing have affected how people are buying, and it’s not just travel—it’s happening across the board. 
Customers are also getting a bit fatigued by marketing communication, so it’s vital to understand who they are and what they want. Personalisation has always been important, but now it’s essential. And it can’t just be on one channel—it has to happen everywhere.
For example, if a customer searches for something online, we need to retarget them with relevant social media ads, emails, and more. That kind of joined-up, personalised approach makes customers feel more valued and helps build emotional loyalty to the brand. 
We’re also seeing a real push for frictionless journeys and better customer service. People want to feel recognised at different stages of their journey and have their information ready and accessible. So diving deeper into what customers want and expect isn’t just important now—it’s going to be just as critical in 2025 and beyond. 
Simon: Customers now expect a much higher degree of personalisation in their booking experiences. They want platforms to recognise their preferences from previous journeys and offer tailored suggestions.
Convenience is more important than ever—everything needs to be quick, seamless, and intuitive. They’ve also become more reliant on real-time updates; whether it’s information about delays, gate changes, or alternative options, they expect to be informed immediately. 
Sustainability is also playing a much bigger role. Many actively look for options that align with their values, such as carbon-neutral flights or greener modes of transport. It’s not just about the convenience of travel anymore; customers want to feel like they’re making responsible choices.

CAVU: How do you envision single-basket booking transforming the way passengers plan and manage their journeys in 2025? 
Roisin: Booking a trip can feel overwhelming for a lot of people. Research shows customers visit loads of websites and go through dozens of sessions trying to piece together the perfect package for their needs. Some enjoy that kind of organisation, but for many, it’s stressful. 
A single-basket booking system changes everything by letting customers combine all their travel-related products—like flights, parking, and extras—into one seamless transaction. It makes things easier and more focused, ensuring the experience is tailored to their core needs while enhancing it with supplementary products. It’s about giving customers the best price and making the process as simple and frictionless as possible. 
From a business perspective, it’s a real opportunity to offer more choices, increase revenue per transaction, and boost overall profitability while improving the customer experience. 
Simon: Single-basket booking will simplify the entire journey experience. Passengers won’t need to jump between different platforms or providers to organise their trip—it’ll all be in one place. For example, you could book your flight, hotel, and airport parking, and even add extras like meals or lounge access, all at the same time. 
This doesn’t just save time; it creates a much more cohesive experience. If there are disruptions, the single-basket system could automatically reconfigure all the different elements of the journey—changing hotel bookings or transport arrangements to align with updated flight schedules, for instance, giving passengers greater confidence and control when they&#8217;re making travel plans.

CAVU: How do you see technology’s role in connected travel evolving in 2025? 
Roisin: Technology—especially AI, machine learning, and predictive modelling—is going to be absolutely critical in 2025. When you’ve got millions of customers in your database, it’s practically impossible to understand what every single one of them wants and deliver a personalised experience without advanced tech. 
AI lets us predict customer behaviour, recommend products they’re likely to buy, and even personalise pricing. For example, we can use it to work out whether a customer is likely to book, suggest products that suit them, or calculate their predicted lifetime value so we know how much to invest in them. It’s all about making smarter decisions that give customers a better experience. 
By using AI and data, we can meet customer expectations more effectively, make them feel valued, and build retention and loyalty. 
Simon: Technology is going to make travel even more seamless by breaking down the barriers between different parts of the journey. AI will play a huge role here, helping to predict disruptions before they happen and offering real-time alternatives. We’re also going to see more integration between different travel providers so passengers can move between them effortlessly. 
I think biometrics will also become more widespread, making check-in and security processes faster and more secure. The aim will be to create a connected travel ecosystem where every part of the journey is linked, and passengers can move through it with minimal friction.

CAVU: What opportunities do you see for more connected customer experiences in 2025, and what role can CAVU play in bringing this to life? 
Roisin: A big opportunity is breaking down the silos within organisations. Right now, a lot of teams, data, and operations work in isolation. But to customers, it all looks like one brand—they don’t see the silos. 
In 2025, it’s going to be about reducing those silos and creating a more connected view of the customer across different departments. Customers want to feel recognised, whether they’re booking a car park, logging into Wi-Fi, or making a booking. They want to know the information they’ve already shared is being used to make their experience easier and more seamless. 
CAVU has a real role to play in connecting data, teams, and products so we can deliver on customer expectations. It’s not just about having connected data—it’s about having connected operations and products too, so we can make the whole travel experience less fragmented and more enjoyable. 
Simon: One of the biggest opportunities is creating a connected experience, where customers feel supported at every stage of their journey. This could include things like proactive communication when there are delays, seamless handoffs between different service providers, or the ability to easily amend bookings on the go. 
CAVU can play a central role in making this a reality. We already have the technology to connect these different pieces of the puzzle; the next step is bringing them together in a way that feels effortless for the customer. By focusing on personalisation, real-time updates, and sustainability, CAVU can help create a travel experience that’s not just efficient, but genuinely enjoyable.

<h2 aria-level="2">Transform the Travel Experience with Propel </h2>
The integration of technology and personalisation will be key to staying competitive and meeting customer expectations in 2025. 
With AI-driven solutions, seamless journey management, and a unified approach to data, the opportunities for revolutionising passenger experiences are endless. 
<a href="https://ca.vu/platform/">Propel, our eCommerce platform</a>, has been designed to help you bring these forward-thinking ideas to life. By combining advanced technology with customer-centric design, Propel makes it easier for you to create more connected, personalised, and frictionless experiences for your passengers. 
Whether you&#8217;re looking to simplify bookings, improve service delivery, or improve operational efficiency, Propel is the tool you need to transform your business in 2025. 
<a href="https://ca.vu/get-in-touch/">Book a demo</a> and discover how Propel can help you unlock new possibilities in connected travel.

CAVU’s Roisin Evans and Simon Butterworth share their perspectives on technology’s role in driving greater convenience, real-time updates, and sustainability, 

Passenger Journey

How Will Connected Travel and Personalisation Revolutionise the Passenger Journey?

Airports are continuing to evolve in response to growing passenger expectations and shifting market dynamics. 
In this article, Martin Jones, CEO at CAVU, shares his perspectives on how personalisation, collaboration, and cutting-edge technology, such as AI and data analytics, will be pivotal in transforming the passenger journey in 2025. 
From the role of dynamic pricing to overcoming data fragmentation, Martin highlights the opportunities and obstacles airports must navigate to create a seamless, more connected travel experience. 
CAVU: Reflecting on 2024, what key trends or shifts do you think have had the most significant impact on the airport and travel industry? 
Martin: Passengers, certainly from an airport perspective, are largely unknown because they&#8217;ve booked with others. This makes it harder to <a href="https://ca.vu/insights/data-driven-personalisation/">personalise the travel experience</a>. There’s been a shift towards personalisation and improving the customer experience in a more bespoke and personalised way. 
Airports are expensive places to own and operate, and the traditional three revenue streams of aviation revenues landing fees, retail, and <a href="https://ca.vu/insights/unlocking-the-potential-of-airport-car-parking/">car parking</a> are increasingly difficult.  
The growth of low-cost carriers, which need to operate on a lower-cost model, adds to this challenge. Airports can monetise more of the customer journey, alongside dynamic pricing and revenue management.
CAVU: How do you think passenger expectations will evolve this year, and how can the industry keep up? 
Martin: Giving people choices as they travel is key. Instead of pushing everyone through the same funnel, passengers should have options, like how they want to get through security or whether they want to skip the main terminal experience entirely, with options like <a href="https://experienceaether.com">aether</a>. It&#8217;s about giving people choices based on their trade-offs between cost and convenience—different people want different things. 
There&#8217;s also a need for better collaboration between airports, airlines, and other stakeholders to make the pie bigger rather than fighting over how it’s distributed. Collectively improving the passenger experience will benefit everyone, as the only person who misses out when there’s division is the passenger.
CAVU: What technological advancements will have the most transformative impact on the airport passenger journey in 2025? 
Martin: AI will drive greater business automation and improve customer experiences. But underpinning all of this is the need to be good at data.
Data is currently fragmented across many parts of the customer journey, and there’s a need to get a single view of the customer. Without this, none of these capabilities will work properly. 
AI can deliver greater insights into passenger preferences, enabling airports to offer tailored and personalised services. For example, it can support dynamic pricing, which considers price and quality to deliver good value to passengers. 
CAVU: Do you anticipate any major disruptions or challenges for the industry in 2025? If so, what are they, and how can they be overcome? 
Martin: Collaboration remains a challenge. Airports, airlines, and other stakeholders need to work together more effectively to improve the passenger experience and avoid fragmentation. Otherwise, the only one who loses out is the passenger. 
Another challenge lies in the need to balance cost pressures with rising passenger expectations. Dynamic pricing and innovative revenue models will be essential in addressing these issues. 
Finally, fragmented data continues to be a significant hurdle. Developing robust data-sharing frameworks and integrating data across the passenger journey will be critical to unlocking the full potential of technologies like AI. 
Ultimately, collaboration, innovation, and focus on the passenger journey are the keys to overcoming these challenges.

Martin Jones, CEO at CAVU, shares his perspectives on how personalisation, collaboration, and cutting-edge technology, such as AI and data analytics, will be pivotal in transforming the passenger journey in 2025. 

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What Will Be the Key Airport Technology Trends and Challenges in 2025?

CAVU attended the Trinity Forum 2024 in Vietnam, joining leaders from across the travel industry to discuss the future of airport experiences.
This year’s event highlighted a crucial theme: pioneering growth and innovation in a post-pandemic world by adapting to travellers&#8217; ever-changing expectations. 
Among the standout discussions was how data unlocks new possibilities, turning airports into vibrant destinations rather than simple transit points. As passenger numbers continue to climb, data has become a powerful tool in shaping more personalised, engaging, and seamless airport experiences. 
Here’s a closer look at how data-driven strategies usher in a new airport era.

<h2 aria-level="2">Data’s Role in Mapping the Passenger Journey </h2>
Understanding every aspect of the passenger journey is critical in the competitive travel market. Data allows airports and retailers to analyse and predict customer preferences — what they buy, where they travel, how often they fly, and even how they spend their time. 
Airports can now leverage these insights to craft highly targeted messaging and experiences tailored to each passenger. For instance, a frequent flyer might receive discounts on premium lounge access, while an infrequent traveller could be nudged with promotions for convenience-focused amenities.  
A prime example of data innovation is Qatar Airways and its world-class hub. With 80-85% of passengers in transit at its hub, Qatar’s airport experience goes beyond functionality through a mix of digital and physical offerings. Think luxury pop-ups like the Dior Spa, barber shops, and a bustling shopping souk. These experiences bring the culture of Qatar directly to passengers, even if they never leave the airport. 
<h2 aria-level="2">Personalisation for Every Passenger </h2>
Data-driven personalisation isn’t just for high-end travellers. With the right approach, airports can cater to everyone, no matter their budget. Whether a passenger is looking for an affordable snack or a luxury item from a high-end brand, data makes it possible to curate the right mix of retail and F&amp;B offerings. 
This flexibility ensures that every passenger feels like the experience is tailored to them. For example, an economy traveller may receive promotions for affordable, convenient options. In contrast, a premium traveller could be targeted with offers for exclusive luxury goods or bespoke services like private lounges or fast-track security. 
Moreover, by understanding their passengers&#8217; demographics and cultural preferences, airports can craft highly localised experiences. For instance, if travellers from specific regions or countries pass through, the airport can adjust its retail and dining offerings to reflect their tastes, preferences, and cultural touchpoints.

<h2 aria-level="2">Why Bravery is Key to Long-Term Strategy </h2>
Creating truly innovative and personalised airport experiences requires bravery and long-term thinking. The best airport experiences aren’t built overnight. Instead, they come from bold investments in unique partnerships and cutting-edge offerings. 
At the Trinity Forum, experts emphasised the need for airports to look beyond short-term deals. Long-term collaborations with trusted brands create opportunities for standout experiences. This means thinking beyond the typical 3–5-year deals and focusing on partnerships that share a long-term vision. 
This forward-thinking approach was exemplified in Qatar’s partnership with global luxury brands, focusing on long-term relationships rather than the quick returns on investments often seen with traditional leasing models. The goal is to deliver memorable, exclusive experiences that elevate the passenger journey and set a new standard for airports worldwide. 
<h2 aria-level="2">Loyalty Programmes: A Data-Driven Edge  </h2>
Loyalty programmes are another critical piece of the personalisation puzzle. Qatar Airways, for example, integrates its duty-free offerings into its loyalty programmes, allowing passengers to earn points on purchases and use them on airport purchases, such as entry into VIP lounges or special shopping deals. This not only encourages spending but also increases customer retention. 
Through loyalty programmes, data can be used to offer more relevant and personalised rewards. By linking offers to an individual’s purchasing history, airlines and airports can ensure their passengers receive the most relevant incentives at the right time.
For example, premium passengers may receive tailored offers on luxury goods, while frequent flyers could access discounts on most used services.

<h2 aria-level="2">Cloud-Based Data Sharing: The Future of Seamless Travel</h2>
The future of personalised airport experiences lies in integrating data across the entire travel ecosystem. Qatar Airways is leading the charge with its 36Q cloud-based data-sharing platform, designed to enable brands to access actionable data points to elevate the passenger experience. 
This unified ecosystem provides precise, real-time insights that enable more personalised passenger experiences—from tailored retail offers to seamless customer service.  
<h2 aria-level="2">A New Era of Airport Innovation </h2>
Airports have an exciting opportunity to elevate the passenger experience through data and personalisation. The possibilities are vast, from creating bespoke experiences for luxury travellers to curating unique, culturally resonant offerings for every type of passenger. 
By embracing data, being brave enough to take risks, and thinking long-term, airports can not only meet but exceed the evolving expectations of today’s travellers, transforming from simple transit hubs into world-class destinations in their own right. 
The key is understanding and connecting with passengers on a deeper level and using data to craft a truly personalised and unforgettable journey.

<h2 aria-level="2">Introduce a Data-Led Approach with propel™   </h2>
To fully harness the power of data and personalisation, airports and brands need the right tools and platforms. 
Transform your airport’s passenger experience and unlock the potential of data-driven strategies with propel™. 
propel™ is a customisable e-commerce platform designed to enhance airport revenue and passenger experience by streamlining parking, lounge, and other bookings.  
<a href="https://ca.vu/platform/">Book a demo today</a> to discover how our platform can create personalised, unforgettable experiences for your passengers, drive loyalty and boost revenue.

CAVU attended the Trinity Forum 2024 in Vietnam, joining leaders from across the travel industry to discuss the future of airport experiences. This year’s event highlighted a critical theme: pioneering growth and innovation in a post-pandemic world by adapting to the ever-changing expectations of travellers. 

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The Power of Data in Transforming the Travel Experience

At the Trinity Forum 2024 in Vietnam, industry leaders explored how generational changes and the demand for seamless, memorable experiences challenge airports to rethink their approach. 
With younger travellers prioritising convenience, personalised service, and immersive experiences, airports can reimagine themselves as destinations rather than just transit hubs. 
This article explores the demands of the modern traveller and focuses on ways airports can cater to their needs.
<h2 aria-level="2">Generational Shifts and the Demand for Experiential Value </h2>
Younger travellers, particularly Millennials and Gen Z, are setting the pace for change in the travel retail landscape.
Having grown up in a digital-first, omnichannel world, these consumers value immediate access, seamless interactions, and, increasingly, experiences over material goods. The term &#8220;Swiftanomics&#8221; captures this shift, referencing the high price many are willing to pay for experiences like Taylor Swift concerts, where tickets can exceed £850. 
This willingness to invest in experiences is reflected in their travel habits. Data shows that Gen Xers spent an average of $5,060 per trip, Millennials spent $4,141, and Gen Zs spent $2,788 on travel between 2020 and 2023. While these amounts are substantial, they also allow airports to tap into the younger traveller’s desire for unique, shareable, and memorable experiences. 
To encourage these travellers to spend more on experiences, airports must move away from traditional retail setups and embrace dynamic, shareable, and culturally resonant experiences. This could be done by creating immersive, Instagrammable environments with interactive art installations and themed lounges, tapping into their love for capturing and sharing unique moments online. 
Additionally, offering digital-first, seamless mobile experiences that allow for everything from booking to navigation via apps will appeal to their preference for using smartphones for convenience and real-time updates. 
By aligning with these unique preferences and values, airports can transform travel experiences, ensuring that it’s not only memorable but also more meaningful—and, ultimately, more profitable.

<h2 aria-level="2">Financial Constraints and the Need for Long-Term Vision</h2>
Despite the promise of increased passenger numbers, airports face significant financial challenges, with debt-to-EBITDA ratios having doubled in recent years. To sustain growth, airports must shift to a long-term perspective that goes beyond short-term revenue targets. 
This requires focusing on foundational investments that reflect evolving customer expectations, which can yield returns over time. Embracing a longer-term strategy to build infrastructure and services that accommodate these changing needs can help position airports for steady, sustainable growth. 
<h2 aria-level="2">Creating a Customer-Centric, Holistic Strategy </h2>
Today’s travellers seek a seamless experience, whether it’s the convenience of quick retail purchases or the opportunity to enjoy tailored dining and entertainment options. 
As expectations rise, airports must focus on delivering a holistic, customer-centric strategy that extends beyond transactions and emphasises relationship-building. By understanding travellers&#8217; wants, needs, and pain points as they move through and around the airport, airports can deliver experiences that truly resonate. 
According to Deloitte, <a href="https://www.deloittedigital.com/mt/en/insights/perspective/Personalising-The-Customer-Experience.html#:~:text=Deloitte%20research%20found%20that%20customer,that%20were%20not%20Customer%20focused.">customer-centric companies are 60% more profitable</a> than those that aren’t, highlighting the immense value of creating positive, personalised experiences that drive repeat business and enhance customer loyalty. 
However, many companies claim to be customer-centric, yet few truly are. A customer-centric company is evident in every interaction, focusing on putting the customer at the heart of everything it does—even over its own agenda. It means creating an environment where employees and customers experience different attitudes and actions. 
For airports, this customer-centric focus involves harnessing data and personalisation to offer more than just transactional experiences. 
From relevant retail recommendations to unique experiential offerings, airports can deliver tailored experiences that reflect each traveller&#8217;s individual preferences. This improves satisfaction and customer loyalty, as customers feel their preferences are being catered to. 
As younger generations like Millennials and Gen Z lead the charge for more dynamic, memorable travel experiences, airports must embrace these evolving demands by creating immersive, Instagrammable spaces and offering seamless digital-first interactions. By doing so, they can encourage greater spending and foster long-term relationships with a new generation of travellers.

<h2 aria-level="2">The Role of Travel Retail in Brand Building and Talent Development </h2>
Travel retail is emerging as a critical touchpoint for building brand affinity. When passengers encounter a brand in an airport setting, it’s more than just another retail transaction; it’s an opportunity to connect emotionally. 
This presents a valuable platform for brands to increase awareness, build loyalty, and make a lasting impression. Airports are thus evolving as environments where brand connection and experiential value come to the fore, adding layers to what was once a straightforward retail model. 
Equally important is the role of talent development within the airport environment. The calibre of customer service can make a substantial difference in the quality of a passenger’s experience. 
As demand grows for unique, memorable interactions, airports and their retail partners need to ensure they have the right talent and empowered staff to deliver personalised, impactful experiences.

<h2 aria-level="2">Opportunities for Brands to Capitalise on Shifting Consumer Behaviour </h2>
Brands operating within airports can stay competitive and relevant by catering to evolving consumer needs. Exclusive product lines, pop-up experiences, and tailored loyalty programmes can add significant value to the airport shopping experience, appealing to passengers seeking something unique. 
Rather than focusing solely on high-ticket items, brands can consider offering diverse experiences that align with traveller preferences, creating an environment that speaks to every budget and interest. 
Delivering value across various stakeholders—from travellers and airport employees to retail partners—will be key to navigating the current landscape. By staying nimble and adjusting to these evolving demands, brands can maintain relevance in a rapidly shifting market while enhancing the airport experience. 
<h2 aria-level="2">An Era of Transformation in the Airport Experience </h2>
The airport landscape is evolving, with today’s generational changes driving a shift toward a new type of experience. 
Airports that embrace this change will become transit points and destinations that captivate and engage. 
By developing a customer-centric approach, investing in long-term strategies, and focusing on talent and brand alignment, airports and their partners are positioned to redefine the travel experience for generations to come. 
This transformation era invites all stakeholders to innovate and create an airport experience that resonates with the modern traveller, setting a new standard in global travel.

At the Trinity Forum 2024 in Vietnam, industry leaders explored how generational changes and the demand for seamless, memorable experiences challenge airports to rethink their approach. 

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How Can Airports Reinvent Experiences to Meet Evolving Consumer Behaviour?

As airports adapt to meet the evolving needs of today’s travellers, airport parking is important as both a significant revenue source and a critical element of the passenger journey. As airport customers&#8217; first and last touchpoint, parking plays a pivotal role in shaping passenger satisfaction. 
An increasingly common feature of airport parking is online booking tools, which now account for a growing share of bookings, particularly for long-stay parking. A recent white paper, sponsored by CAVU in partnership with Mercurius Group, delves into how these tools drive growth and innovation within airport parking portfolios – focusing on the emerging markets of Australia and New Zealand.  
From offering travellers peace of mind to enabling advanced loyalty programs, online car park booking is becoming an important tool. 
This article highlights key insights from the white paper, exploring the trends and opportunities that are reshaping airport operations and enhancing customer engagement.

<h2 aria-level="3">How Online Booking Tools are Influencing Car Parking   </h2>
Online booking tools are an increasingly common product feature within airport car parking portfolios. At the time of press, 16 airports, including all airports in the region with 4mpax or more, offered an online booking tool. 
The smallest regional airports with online booking tools are Palmerston North and Mackay Airport, with less than 1m pax.  
Online booking accounts for an increasingly large portion of airport bookings, particularly in the longer stay market, where they can make up over 90% of the revenue share. By way of example, 97% of Brisbane Airport’s parking stays of 8 days or more are booked online.  
Short-term parking continues to be dominated by drive-up revenue. In part, this reflects customer behaviour, with the meet and greet market generally less pre-planned and reduced timing uncertainty for ‘on-demand’ pickups. Also, not all airports offer pre-booking for short stays (e.g. Perth Airport where there is no facility to book online stays of less than 2 hours).  
Airports within the region strongly promote online bookings, with passengers typically incentivised (through lower pricing) to use them. Promotional marketing also highlights the guarantee of parking availability and certainty on pricing.

<h2 aria-level="2">Other Growth Opportunities  </h2>
<h3 aria-level="3">Customer Relationships  </h3>
In most instances, car parking is the only commercial activity where an airport has a direct relationship with the customer, with most other forms of commercial activity—car rental, taxi/rideshare, retail—provided by third parties.  
Outside of direct passenger growth, key growth opportunities supported with online car parking include:  
<h4 aria-level="4">Cross Promotions</h4>
The growing consumer use of online booking tools provides ongoing opportunities to build relationships, drive revenue and unlock a powerful data source for customer insights.  
Cross-promotional activity can leverage multiple aspects of the commercial portfolio, including parking upgrades, retail offers, or lounge access deals. It can also extend to additional third-party products such as insurance and car rental. The opportunities are as wide and varied as the imagination, booking tools, commercial relationships, and business cases allow.  
<h4 aria-level="4">Loyalty Programmes </h4>
With a direct customer relationship comes the ability to develop loyalty programmes. Auckland Airport provides a good example of how an airport can offer its online parking customers and retail customers access to a loyalty programme.  
<h3 aria-level="3">Data Insights</h3>
Car parking operations provide a rich source of customer data with multiple data inputs, depth and detail. Beyond the opportunity to drive car parking revenue growth, this data provides insights to help unlock opportunities across an airport’s other commercial businesses:  
<h4 aria-level="4">Transactional Data</h4>
At the highest level, each car park user creates a data footprint on products used, length of stay and transaction value:  
<ul>
<li> Products used. Understanding parking product demand can provide insights into different customer segments. These insights can be used to grow other commercial revenues, such as retail and commercial product development, targeted advertising campaigns by media concessions and aviation development. </li>
</ul>
<ul>
<li>The length of stay in car parks provides insights into outbound passengers’ travel length. These insights can be valuable to aviation development teams, retail marketing initiatives, and targeted advertising campaigns by media concessions. </li>
</ul>
<h4 aria-level="4">Online Booking Data</h4>
Online booking portals typically collect customer names, contact details, and residential location details, allowing customers to opt into receiving promotional offers.
This data can be used for:  
<ul>
<li> Cross-selling other commercial products such as F&amp;B, retail and lounge products; </li>
</ul>
<ul>
<li> Data insights into repeat visitors for targeted promotions and communications; and </li>
</ul>
<ul>
<li> Data insights on passenger catchment areas. </li>
</ul>
<h4 aria-level="4">Credit Card Data</h4>
The increased use of credit cards for payments, both drive-up and online, unlocks the opportunity to work with credit card companies who, for a fee, can provide rich insights into airport parking customers, including:
<ul>
<li> Demographic data; </li>
</ul>
<ul>
<li> Related purchasing habits; and </li>
</ul>
<ul>
<li> Broad residential data. </li>
</ul>
<h4>LPR Data </h4>
Whilst legislation limits the ability to obtain driver data, LPR data gives insights into repeat users and travel patterns.
<h2 aria-level="2">Unleash the Full Potential of Airport Car Parking with propel™ </h2>
Airport car parking is more than just a service—it’s a strategic asset with the power to boost customer satisfaction and drive significant revenue growth. 
<a href="https://themercuriusgroup.com/publications/white-paper-maximising-the-value-of-airport-car-parking/">Download the full white paper</a> to discover how airports optimise their parking operations to enhance the passenger experience and achieve commercial success<a href="https://themercuriusgroup.com/publications/white-paper-maximising-the-value-of-airport-car-parking/">.</a>
propel™, our purpose-built platform, takes airport parking to the next level. Streamline the booking process, unlock new revenue opportunities, and simplify operations with ease. 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and unlock the full potential of your airport parking strategy.

As airports adapt to meet the evolving needs of today’s travellers, airport parking is important as both a significant revenue source and a critical element of the passenger journey. 

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