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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.

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">Transform Travel Data Analytics into Strategic Actions 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

A sizeable proportion of non-aeronautical revenue streams is attributable to car parking, with research indicating Heathrow, <a href="https://www.independent.co.uk/topic/gatwick">Gatwick</a>, Manchester and Stansted airports generated a staggering <a href="https://www.independent.co.uk/travel/news-and-advice/parking-charges-uk-airports-b2583568.html">£673 million in car park revenue in 2023</a>. 
Such financial opportunities mean car park operators are keen to maximise their revenue streams, and dynamic pricing in car parks has a key role in ensuring these opportunities are maximised, all while maintaining all-important customer satisfaction levels. 
Driven by data-led insights, dynamic pricing in parking continues to play a fundamental role in optimising revenue, occupancy rates, and demand. 
So, what is dynamic pricing in car parks, and why should operators pay attention?
<h2 aria-level="2">What is Dynamic Pricing in Car Parks?<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;335559738&quot;:360,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> </h2>
Dynamic pricing in car parks isn’t new – it’s a common strategy used in airports worldwide. 
It involves adjusting parking fees in real time based on various factors such as flight schedules, seasonal travel peaks, and historical booking patterns. 
For instance, during holiday seasons or times of high passenger traffic, prices may increase to reflect higher demand, while off-peak periods might feature lower rates to encourage usage. 
This model allows airport car park operators to increase their revenue by aligning pricing strategies with passenger behaviour. 
By using data and predictive analytics, operators can ensure that spaces are used efficiently while offering value-driven pricing to travellers. 
Dynamic pricing in car parks is a key tool in meeting the unique demands of airport environments, where occupancy levels can vary.

<h2 aria-level="2">How is Dynamic Pricing in Car Parks Beneficial for Car Park Operators?<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;335559738&quot;:360,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> </h2>
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<h3> Increased Revenue</h3>
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Dynamic pricing in car parks ensures that spaces are priced to match demand. For instance, during peak hours or special events, prices can be increased to reflect the increase in customer requirements. 
Conversely, during off-peak periods, lower prices can attract more customers who might otherwise avoid using the car park. This balance means operators can consistently maximise revenue to meet varying demand. 
<ol start="2">
<li aria-level="3">
<h3> Improved Occupancy Rates</h3>
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Flat-rate pricing often leads to inefficient occupancy: car parks may be full during peak times but underused at quieter hours. 
Using dynamic pricing in car parking incentivises visitors to use the service during off-peak hours. Customers may be encouraged to park earlier or later in the day if rates are lower, increasing overall usage. 
<ol start="3">
<li aria-level="3">
<h3> Improved Customer Experience</h3>
</li>
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Dynamic pricing in car parking presents operators with the scope to offer tailored pricing options that appeal to different customer segments. Early-bird discounts, loyalty programmes, and pre-booking incentives are just a few examples of how operators can enhance the customer experience while driving revenue. 
Additionally, transparent communication about pricing changes helps customers understand the value they are receiving, improving trust and the likelihood of repeat bookings. 
<ol start="4">
<li aria-level="3">
<h3> Data-Driven Decision Making</h3>
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Using a dynamic pricing model in car parks requires collecting and analysing data, which can also inform broader business strategies. 
Insights into parking patterns, customer preferences, and demand fluctuations can help operators refine their services, improve resource allocation, and identify new revenue opportunities. 
<ol start="5">
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<h3> Sustainability Benefits</h3>
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Dynamic pricing can contribute to sustainability by reducing congestion and optimising space utilisation. By encouraging off-peak parking, operators can minimise traffic bottlenecks and reduce emissions from vehicles circling for parking spaces during busy periods.

<h2 aria-level="2">How Can Operators Introduce Dynamic Pricing in Car Parks?<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;335559738&quot;:360,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> </h2>
There’s no doubting the benefits of using dynamic pricing in car parks – but what do car park operators need to get started?<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;:200,&quot;335559740&quot;:360}"> 
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<li aria-level="3">
<h3> Invest in the Right Technology</h3>
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As we’ve mentioned, dynamic pricing in car parks is dependent on real-time data collection and analysis, so parking management software is essential. Look for systems that integrate with booking platforms, payment gateways, and occupancy sensors. 
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<li aria-level="3">
<h3> Analyse Demand Patterns</h3>
</li>
</ol>
Understand the factors that influence parking demand at your location. Are there nearby attractions or events that create spikes? What are the peak and off-peak hours? Use historical data to identify trends and forecast future demand. 
<ol start="3">
<li aria-level="3">
<h3> Test and Optimise</h3>
</li>
</ol>
Begin with a pilot programme to test different pricing strategies. Monitor key performance indicators (KPIs) such as revenue, occupancy rates, and customer feedback, and adjust your pricing models accordingly. 
<ol start="4">
<li aria-level="3">
<h3> Communicate with Customers</h3>
</li>
</ol>
Transparency is critical to gaining customer acceptance of dynamic pricing. Use clear signage, app notifications, and website updates to inform customers about pricing changes and the reasons behind them. Emphasise the value and flexibility they’re gaining from this approach. 
<ol start="5">
<li aria-level="3">
<h3> Monitor and Refine</h3>
</li>
</ol>
Dynamic pricing is not a set-it-and-forget-it solution. Continuously monitor performance and refine your strategies based on new data and customer insights. The more adaptable your approach, the more successful it will be in the long term. 
<h2 aria-level="2">How Can Propel™ Support Dynamic Pricing in Car Parking?<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;335559738&quot;:360,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> </h2>
Our Propel™ platform is designed to support car park owners and operators in introducing dynamic pricing.  
Propel™ provides a comprehensive suite of tools that simplify implementation, from real-time data analytics to user-friendly pre-booking systems, allowing you to set optimal prices, improve occupancy rates, and deliver a straightforward customer experience. 
Built to evolve with your business, Propel™ provides the flexibility to help operators adapt to changing demand patterns while maintaining control over operations, while advanced insights and integrations allow for informed decisions and maximised revenue. 
Propel™ ensures that you have the technology and support needed to transform your car park into a high-performing, revenue-generating asset. 
<a href="https://ca.vu/get-in-touch/">Get in touch</a> and learn how to introduce dynamic pricing as part of your strategy.

Dynamic pricing in car parks continues to play a fundamental role in optimising revenue, occupancy rates, and demand. But what is it, and why should car park operators pay attention?

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Why is Dynamic Pricing in Car Parks Key to Boosting 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 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. 

For Airlines And Travel Agents Visual

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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