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Insights & Innovation

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.

As airports look to the future, they face increasing pressure to improve passenger experiences while driving commercial growth.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Achieving this means combining technology, data, and people to create a truly connected travel journey, one that benefits passengers, airports, airlines, and partners alike.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
To dive into these challenges and opportunities, we recently hosted the webinar Reimagining Airport Value: The Future of Revenue Beyond the Runway, bringing together industry experts Nolan Hough, Chief Growth Officer, CAVU, Mathilde Burtin-Bell, Head of Commercial Services – Ancillaries &amp; Marketplace, CAVU and Albert Jan Prevoo, Captain of the FTE World Ancillary &amp; Retailing Working Group.<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;:0,&quot;335559740&quot;:360}"> 
In this Q&amp;A, we share their insights from that session on where airports should focus investment, how to evolve commercial measurement, the complexities of personalisation, and the need for a collaborative mindset across the industry.
CAVU: Where should airports prioritise their investment? Platforms, integrations, AI, or staff capabilities?<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Albert: I think it&#8217;s all of the above. They’re all relevant. I would say, first of all, really look at staffing. It needs to begin with a clear management agenda. You have to be sure this is something you really want to do. For that, you need to provide a proper understanding of your commercial strategy, the role you want to take yourself, and how you want to involve your 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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
So, it starts with investing in your people first. You need an organisation with the right capabilities, and again, an agile approach, a real readiness to change. Secondly, you need a clear understanding of the data foundation. For that, you need the right data and tech stack to allow a unified platform, enable information sharing, and have actionable data.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
When it comes to AI strategy, there are many possibilities to apply it, but you must focus on where you think the biggest impact can be made. Build a roadmap with the right applications and proof of concepts. For example, <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">dynamic pricing</a>, passenger recognition, and even operational tasks like ensuring the right stock in shops or appropriate staffing.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
To achieve this, you need a good platform, an integrated system that connects all stakeholders and creates a more seamless process. But it all comes down to having the right approach, the right roadmap, and starting to work together on that. It’s about feasibility, capabilities, data, and the platform to integrate everything.

CAVU: If airports want to build a more connected, customer-focused journey, how should commercial measurement evolve to reflect that shift?<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Mathilde: I think it’s about moving beyond revenue per passenger to basket value per transaction, conversion rate across touchpoints, repeat purchase frequency, and so on. One risk is that silos still exist, so breaking through with joined-up KPIs is key. For example, working around OKRs rather than siloed objectives, with goals shared across the board.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
KPIs should reflect an ecosystem or holistic performance, not individual product silos. Without that, you won’t have the cultural shift needed within the airport, that transition from siloed to integrated journeys. Through these KPIs, you show the business’s intent and commitment.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Real success is when a passenger books three services on one floor, not just one, but everyone looks beyond their silos and brings everything into one place. That’s the biggest recommendation I have.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}">

CAVU: A connected, passenger-centric approach is often driven by personalisation and better use of data. How does this work, and what steps do airports put in place to move forward?<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Nolan: Delivering <a href="https://ca.vu/insights/personalised-travel/">personalisation during the passenger journey</a> is tricky. Every customer changes their product choice based on why they’re travelling, who with, how long for, who’s paying, and how far in advance they book; all these factors affect buying decisions.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For example, product choices for a family trip differ from those of a two-day business trip.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
You need other data points and indicators to offer the right products and services. Many talk about personalisation as if you’ll know everything about a passenger and offer exactly what they need at the right time, but it falls apart if they bought something else 10 minutes ago or through a different channel.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
The key is connecting data in real time and having those indicators. The industry is very fragmented. For example, when booking a flight, airports often don’t know the destination, so it’s hard to offer relevant products.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
That’s where the ecosystem matters. If airports and airlines collaborate, you can join those experiences and indicators to move toward personalisation and more 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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Fragmentation is the biggest challenge because every stakeholder wants to own the customer. But really, no one owns the customer; each party has the right to communicate at different journey points.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
If you think like that, you might be willing to share data or insights as long as there’s a win-win-win: a win for the airline, the airport, and the passenger.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Only when everyone gains value from the connected trip does the magic happen. Having rich data scattered is useless unless you connect it all.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For example, if a customer looks on the airport website, you can push them relevant offers promo codes for sun care products, which are relevant if they’re heading to a sunny destination. This real-time personalisation uses indicators like website behaviour, Wi-Fi logins, airline destination data, or app searches to push relevant promo codes.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Retailers, like duty-free shops, also benefit from targeted spend, while airports and passengers win from relevant offers and discounts.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
It’s not just about systems but aligned goals and integration between ecosystems to overcome travel fragmentation, the big problem we all try to solve.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
It’s like Amazon connecting customers with suppliers in a marketplace. We want to create a similar marketplace for airports and travel, connecting inventory providers like fast track, lounges, or parking with passengers, so you could recommend ‘If you bought this, would you like that?’<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
In the future, experiential offers will be huge. Airports like Changi or Doha offer amazing experiences, but regional airports don’t, yet customers would love to book those experiences pre-trip.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
That’s the thinking we need to be supported: <a href="https://ca.vu/platform/">a platform to connect all those offers</a>.

CAVU: How do we shift the industry mindset from siloed thinking to a more collaborative, joined-up approach? 
Mathilde: I believe we need to move away from managing individual products in isolation and instead orchestrate the entire 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;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
We need to stop measuring success by individual product margin alone. Instead, we should focus on customer lifetime value across the whole journey. That requires an agile, test-and-learn approach.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
I’m a big advocate of test and learn. For example, with <a href="https://ca.vu/insights/what-is-product-bundling-and-why-does-it-work-for-airports/">product bundles</a>, we didn’t know which add-ons would attach best to products. So, we started by applying the same bundle to all car park products.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Quickly, we realised that certain products, like meet-and-greet parking, attract customers who are more likely to also purchase fast-track lounge access, so the potential stretch in spend is much greater.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Pilot bundles are a great way to start. There’s always a risk in holding back because you want all the answers upfront.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Look at Netflix: they run multiple tests every day, trying different pricing and offers to see what works. You can either predict customer behaviour or put something out there and learn from the data.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Collaboration across product categories, travel insurance, hotels, car parks, with joint marketing and partnerships rather than silos is essential. It needs to be a win-win situation. If we compete internally, nothing will shift.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Nolan: To build on the importance of collaboration, going back to 2017, when we started building our tech platform, we had to scale rapidly from a team of 4 to about 150 in 18 months. Our initial focus was speed and agility: test hypotheses quickly, get results fast, then iterate, pivot, or double down.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Then <a href="https://ca.vu/customer-stories/a-positive-shift-in-brisbane-airports-metrics/">Brisbane airport</a> came to us wanting to use the platform we built for Manchester. That’s when it clicked: the best ideas come from our clients. Airports and airlines tell us what features or solutions they need to solve their pain points, and those insights help everyone.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Our tech team is small compared to giants like Uber or Amazon, who have thousands of engineers, so we can’t go it alone. But if airports and airlines collaborate, sharing best practices, solving common problems together, we can move faster and compete better.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Right now, everyone is competing against everyone else: OTAs versus airlines, airlines versus OTAs, airports competing with each other. But if we unite around common pain points, build better features, and make travel easier and more profitable, everyone wins.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Collaboration, not competition, is how we create value and reduce fragmentation.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
We host an annual client advisory board with partners from airports, airlines, OTAs, and others to discuss roadmaps and pain points. We build solutions together that help them, and help us, because airports aren’t really competing in non-air revenues like parking or lounges.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For example, London City and Stansted use our tech even though they’re competitors, because we help solve their challenges without direct conflict.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<h2 aria-level="2">Lay the foundation for connected travel with Propel™ </h2>
The future of connected, personalised travel depends on airports investing in the right mix of people, data, and AI, all tied together under a cohesive commercial strategy, and having the right technology in place is pivotal to driving long-term success<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<a href="https://ca.vu/platform/">Propel™</a> brings together advanced data, intelligent marketing, and seamless booking journeys to help airports unlock greater value throughout the customer 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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and discover how our advanced eCommerce platform helps simplify the connected travel experience for travellers, delivering more commercial value to you.

Explore insights on where airports should focus investment, how to evolve commercial measurement, the complexities of personalisation, and the need for a collaborative mindset across the industry. 

Rocker Sta RSYBi 1fhfM Unsplash

What areas should airports prioritise to deliver connected, personalised travel?

We’re proud to announce a new partnership with Datalex, a market leader in airline ecommerce solutions. This collaboration will transform how ancillary products are offered to passengers across major airline booking journeys.
Through this partnership, CAVU’s portfolio of third-party airport ancillaries – such as fast track, parking and lounge access – will be integrated into Datalex’s Stellex Platform, its market-leading Offer &amp; Order Management System, via a direct API connection.
This integration will enhance Stellex’s existing ancillary offering by enabling Datalex’s airline partners to manage and sell a broader set of products within the booking flow, creating a more seamless experience for passengers while driving higher conversion rates for airlines and airports.
While CAVU already powers white-label solutions for Datalex partners such as Aer Lingus and easyJet, this marks the first time our offers will be embedded directly into their core booking journey, meeting customers when purchase intent is highest.
Alan Dunne, Chief Product Officer at Datalex, said:
<blockquote>The most exciting part of working with CAVU is being able to offer our airline clients global airport services through a single integration and speedy time to market.</blockquote>
With both teams aligned on improving the passenger experience and unlocking new revenue opportunities, Nolan Hough, Chief Growth Officer at CAVU, shares his view on the partnership:
<blockquote>We’re delighted to be partnering with Datalex, who play a key role in helping CAVU connect our inventory with airlines and their customers. Their product, technology, expertise and culture are a great fit with ours, and we’re excited to see our partnership continue to grow.</blockquote>
With the agreement finalised and technical integration underway, we&#8217;re looking forward to expanding the partnership in the months to come.
We’re excited to work closely with Datalex to help shape the future of connected travel, delivering greater value for passengers while driving commercial growth for airlines, airports, and their partners.

Discover how we’ve partnered with Datalex to include airport products within airline booking flows, enhancing experiences and boosting conversions.

CAVU Datalex

CAVU partners with Datalex to include airport products within airline booking journeys

Airports around the world are facing increasing pressure to <a href="https://ca.vu/insights/non-aeronautical-revenue-what-it-is-why-its-essential-and-how-it-boosts-airports-earnings/">increase non-aeronautical revenue</a>, <a href="https://ca.vu/insights/personalised-travel/">personalise the passenger experience</a>, offer <a href="https://ca.vu/insights/how-are-premium-services-improving-the-passenger-experience/">premium services for customers</a>, all without dramatically increasing costs. 
One solution that delivers across all fronts is product bundling. 
<h2 aria-level="2">What is product bundling? </h2>
Product bundling is a proven commercial strategy that allows airports to package multiple services into a single, more attractive offer, often at a discount or with added value. 
The key idea is simple: instead of offering products separately, you combine them in a way that’s more convenient, better value, or more relevant to the customer’s journey.  
Product bundling is beneficial because it helps customers make faster decisions, increases exposure to lesser-known services, and provides a more seamless, joined-up travel experience. 
<h2 aria-level="2">Types of product bundling </h2>
Your airport can benefit from a range of product bundling strategies, depending on the services available and the goals you&#8217;re trying to achieve. 
Common types include: 
<h3 aria-level="3">Pure bundling </h3>
Products are only available as a bundle, such as a fast track and lounge access package. 
<h3 aria-level="3">Mixed bundling </h3>
Customers can buy products individually or as part of a bundle, for example, parking, security and F&amp;B offered separately or together. 
<h3 aria-level="3">Cross-category bundling </h3>
Bundles include services from different categories (e.g. parking and retail), helping drive spend across departments. 
<h3 aria-level="3">Dynamic bundling </h3>
Bundles are created in real time based on customer data, behaviour or preferences, such as tailoring packages to business or leisure passengers. 
<h3 aria-level="3">Thematic or seasonal bundling </h3>
Bundles are designed around an occasion or theme, for example, a ‘Family Holiday Package’ with parking, extra baggage and priority boarding.

<h2 aria-level="2">Benefits of product bundling </h2>
Product bundling is a win-win for airports and passengers alike. 
Here’s why it’s such an effective strategy: 
<h3 aria-level="3">Boost sales and average transaction value </h3>
By combining multiple services into a single offer, you can increase the total value of each booking. Bundles help highlight the full range of options available and make it easier for your customers to justify spending more. 
Research shows that <a href="https://www.mckinsey.com/capabilities/growth-marketing-and-sales/how-we-help-clients/clm-online-retailer">cross-selling and up-selling techniques can increase sales by 20% and profits by 30%</a>. Consumers are more likely to buy additional products when they&#8217;re offered as part of a relevant, high-value bundle. In an airport setting, this could include pairing parking with fast-track access or lounge access with duty-free discounts. 
<h3 aria-level="3">Increase perceived value </h3>
Product bundling helps reframe how customers view price. Instead of weighing up the cost of each item individually, they focus on the overall value of the bundle, which can justify a higher total spend. 
This also creates pricing opacity: passengers don’t fixate on the cost of individual items and are more likely to accept the total price when they feel they’re getting added convenience or exclusivity. 
<h3 aria-level="3">Grow awareness of underused products </h3>
Many passengers stick to what they know, missing out on services that could improve their experience. Product bundling allows you to introduce lesser-known or newer offerings by pairing them with your bestsellers. 
For example, bundling a new loyalty benefit or app feature with parking or security can drive discovery and adoption without needing a separate campaign. 
<h3 aria-level="3">Sell slow-moving inventory </h3>
If you’re struggling to sell lounge access at certain times of day or underused car park inventory, product bundling gives you a way to shift that stock more effectively, especially when tied to higher-demand services. 
It’s also a helpful strategy for protecting margins: instead of discounting a single product, you can offer a bundle at a better rate without diluting your value. 
<h3 aria-level="3">Build customer loyalty </h3>
Product bundling gives passengers more reasons to interact with your airport and more opportunities to find something they truly need. When customers try multiple services in one booking, they’re more likely to come back and use them again on future trips. 
Over time, product bundling can help you build stronger passenger relationships, especially when it’s backed by <a href="https://ca.vu/insights/personalised-travel/">personalisation</a> and <a href="https://ca.vu/insights/how-can-data-and-tech-reshape-passenger-experiences/">smart use of data</a>. 
As Joel Godfrey, Digital Product Director at CAVU, explains, the real impact comes when you understand the context of each journey and use that insight to tailor what you offer: 
“We consider as many data points around the passenger’s trip as possible to serve them with the best product at the best price. We look at the logistics of the trip, like how far ahead of the date they fly a passenger is booking vs the capacity an airport has, how many people are in the party, and then use that information to present the best product for that customer. 
“When passengers choose to share their data with us and open a conversation through our marketing channels, we can personalise even more, using what we know about them and their trip to tailor the right service to the right passenger.”

<h2 aria-level="2">Examples of product bundling </h2>
Here’s how product bundling could play out in practice across different airport touchpoints: 
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" 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">Pre-booking parking and fast-track 
Offer secure on-site parking with fast-track security as a premium travel bundle for time-conscious passengers. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" 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">Lounge access and food &amp; beverage credit 
Combine lounge entry with a retail or restaurant voucher to drive spend across terminal concessions. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" 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">Retail voucher and baggage add-on 
Provide a travel essentials bundle for budget passengers that includes baggage upgrades and duty-free incentives. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" 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">Family travel package 
Offer families a package with priority boarding, free kids’ meals in the terminal and discounted parking to streamline their journey. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" 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="5" data-aria-level="1">Business travel bundle 
Create a premium package that includes valet parking, lounge access, and loyalty points, ideal for frequent flyers. </li>
</ul>
Product bundles don’t just drive revenue they also improve the passenger experience by removing friction, highlighting relevant services, and providing greater choice. 
<h2 aria-level="2">Product bundling best practices for airports </h2>
To maximise the effectiveness of product bundling, you should follow these best practices: 
<h3 aria-level="3">Align bundles with passenger requirements</h3>
Understand your passenger segments and tailor bundles accordingly. For example, business travellers value convenience and speed, while families prioritise comfort and kid-friendly services. 
<h3 aria-level="3">Make it easy to understand </h3>
Name bundles, keep components simple, and highlight benefits so customers quickly grasp the value. 
<h3 aria-level="3">Offer bundles at the right moment </h3>
Product bundling needs to be used when your customers are most likely to buy, such as during parking searches, online check-in, or pre-travel communications. 
<h3 aria-level="3">Use urgency and limited-time offers </h3>
Promote seasonal or limited-availability bundles to encourage quick decisions, e.g., “Summer Getaway Package” or “Exclusive Holiday Deal.” 
<h3 aria-level="3">Test and optimise </h3>
Measure bundle performance through <a href="https://www.optimizely.com/optimization-glossary/ab-testing/">A/B testing</a> and data analytics. Refine pricing, components, and presentation based on what drives conversions. 
<h3 aria-level="3">Optimise bundles for mobile devices </h3>
Ensure bundles are easy to browse and book on mobile devices, considering the growing trend of travellers using smartphones. 
<h3 aria-level="3">Promote across channels </h3>
Advertise bundles not just on booking platforms but also on your airport’s website, email newsletters, app notifications, and in-terminal signage. 
<h3 aria-level="3">Integrate with loyalty programmes </h3>
Reward bundle purchases with loyalty points or exclusive member-only offers to deepen passenger engagement and repeat business. 
<h2 aria-level="2">Drive revenue with propel™&#8217;s product bundling capabilities </h2>
<a href="https://ca.vu/platform/">propel™</a> makes it easy for your airport to create, manage and optimise product bundling strategies that drive more value from every passenger interaction. 
Connect your products and services, including parking, lounges and FastTrack, and get the flexibility to package them together in ways that suit both your commercial goals and your customers’ needs. 
<a href="https://ca.vu/platform/">propel™</a> is built as a flexible, product-agnostic Marketplace. You can expand your offering beyond owned services to include third-party products, without compromising the customer experience, as explained by Joel Godfrey, Digital Product Director at CAVU: 
“Because <a href="https://ca.vu/platform/">propel™</a> is product agnostic, this means an airport can choose to only sell products they own, or they can decide to increase their revenue by also selling other products from the Marketplace, such as eSIMs, Travel Insurance or Car Rental. 
“The Single Basket facilitates this seamlessly, ensuring the customer stays within the airport’s digital ecosystem even when they buy from other vendors. The customer sees a single checkout and pays once in their local currency with their preferred payment method. Commissions earned and owed to different suppliers and partners are calculated in the background, even where products are sourced from different countries in different currencies.” 
<a href="https://ca.vu/get-in-touch/">Get in touch today</a> and discover how <a href="https://ca.vu/platform/">propel™</a> gives you the tools to build better bundles and turn them into results.

Learn how product bundling helps airports increase revenue, personalise offers, and keep passengers in their digital ecosystem.

Product Bundling

What is product bundling - and why does it work for airports?

Airports are under pressure to do more with less.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
So, how can you recover revenue and unlock new growth, all while building more agile partnerships?<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Join us on Wednesday 16th July at 3pm BST for our free webinar, Reimagining airport value: The future of revenue beyond the runway, where our panel of industry experts will share insights on how to: 
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="3" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&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">Maximise returns from parking, premium experiences, and ancillaries<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> </li>
<li data-leveltext="" data-font="Symbol" data-listid="3" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&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">Learn from real-world success stories since 2019<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> </li>
<li data-leveltext="" data-font="Symbol" data-listid="3" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&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">Build smarter, more collaborative commercial partnerships</li>
</ul>
<h2>Meet the speakers</h2>
<ul>
<li>Nolan Hough 
Chief Growth Officer, CAVU</li>
<li>Mathilde Burtin-Bell 
Head of Commercial Services – Ancillaries &amp; Marketplace, CAVU</li>
<li>Albert Jan Prevoo 
Captain of the FTE World Ancillary &amp; Retailing Working Group</li>
</ul>
<h2>Why attend?</h2>
Hear directly from commercial leaders shaping the future of airport revenue. Whether you want to improve parking performance, expand ancillary revenue, or rethink partnership strategies, you’ll leave equipped with actionable ideas. 
<h2>Reserve your place today</h2>
Don’t miss your chance to stay ahead of your competition and maximise your revenue streams.<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;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<a href="https://signup.ca.vu/fte-webinar/">Click HERE</a> to register and secure your spot.

Join our free webinar on Wednesday, 16th July (3pm BST), to learn how airports can grow revenue through parking, ancillaries, and smarter partnerships.

Artboard 1@Blog Graphic

Reimagining airport value: The future of revenue beyond the runway [webinar]

We’re excited to announce that <a href="https://www.sunshinecoastairport.com.au">Sunshine Coast Airport</a> has chosen <a href="https://ca.vu/platform/">propel™</a> as its new parking pre-book platform. 
propel™ replaces the airport’s existing system and offers travellers a smoother, more customer-friendly experience while helping the airport drive greater commercial performance 
Stewart Bryant, Commercial Manager &#8211; Parking and Ground Transport at Sunshine Coast Airport, said: 
<blockquote>The partnership with CAVU is designed to provide our customers with an easy parking and airport experience. 
The new online booking system allows customers to pre-book and secure a parking spot in a simplified way through a more intuitive and user-friendly website process. Making parking and travel for business, seeing family or holidays even easier at Sunshine Coast Airport. 
We anticipate the new online booking system will be operational in August. We needed to create an enjoyable customer booking and parking experience, and CAVU was the ideal choice.</blockquote>
This represents a step forward in CAVU’s mission to modernise airport parking, and we’re excited to collaborate with Sunshine Coast Airport’s team to deliver a solution that benefits both passengers and the business.

Sunshine Coast Airport selects propel™ as its new parking platform, offering smoother bookings and stronger commercial performance with CAVU.

Artboard 2@Sunshine Coast Propel

Sunshine Coast Airport selects propel™ as its new parking pre-book platform

We’re excited to welcome John Upton to CAVU as our new Chief Experiences Officer.
With nearly three decades of experience across industries as varied as law, hospitality, and aviation, John brings a unique and energetic perspective to the team — and a whole lot of passion for creating exceptional customer journeys.
<h2>Getting to know John</h2>
What does your role involve? 
“I’m delighted to have joined CAVU as Chief Experiences Officer. My main goal is to help us continue — and accelerate — the phenomenal growth we’re seeing across the Experiences business. That means opening new lounges around the world, helping our existing lounges keep growing and delighting customers, and, just as importantly, creating more opportunities for our talented people.”
Tell us a bit about your background — where has your career taken you so far? 
“I’ve had quite a ride over the past 30 years… I started off as a corporate lawyer, moved on to making Big Macs at McDonald’s, and more recently ended up running an airport. With a few exciting roles in between! I’ve had many highlights, from running Hamburger University to turning around a couple of businesses in more recent years.”
What attracted you to CAVU? 
“Reputation and the opportunity. And Martin, of course!”
And your first impression? 
“Passionate, committed people with a clear mandate to grow.”
What are you most looking forward to this year? 
“Seeing us open more lounges!”
Where will your focus lie in the months ahead? 
“Finding ways for Experiences to operate better and grow quicker.”
How would you define good leadership? 
“Providing clarity for the mission, underpinned by the right tools and resources, and enabling positive, constructive accountability.”
<h2 aria-level="2">Quickfire round</h2>
CAVU in three words? 
&#8220;Innovative. Passion. Future.&#8221;
Favourite way to switch off after work? 
&#8220;Rolling a cricket wicket.&#8221;
Favourite airport — and why? 
&#8220;Brisbane. Fabulous terminal and a great airport team to work with.&#8221;
City you’d fly back to in a heartbeat? 
&#8220;Vancouver.&#8221;
Surprising fact? 
&#8220;My first car — a brown Austin Allegro— was written off when a JCB drove into the back of it. I’ve been thankful to the JCB driver ever since! &#8221;
Welcome to CAVU, John. We’re thrilled to have you on board and can’t wait to see where you take Experiences next.

Meet John Upton, CAVU’s new Chief Experiences Officer, bringing global growth, bold leadership, and lounge expansion plans.

Insights and innovation

What areas should airports prioritise to deliver connected, personalised travel?

What is product bundling - and why does it work for airports?

How are premium services improving the passenger experience?

What areas should airports prioritise to deliver connected, personalised travel?

CAVU partners with Datalex to include airport products within airline booking journeys

What is product bundling - and why does it work for airports?

Reimagining airport value: The future of revenue beyond the runway [webinar]

Sunshine Coast Airport selects propel™ as its new parking pre-book platform

Introducing… John Upton, Chief Experience Officer at CAVU