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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.

Passengers don&#8217;t experience airports as separate silos. They experience them as journeys. Yet the technology supporting those journeys is often fragmented, forcing travellers to navigate disconnected systems, redundant processes, and frustrating gaps in service. 
As airports push ahead with digital transformation, the question isn&#8217;t whether to adopt new technology. It&#8217;s how to build an ecosystem that passengers actually value. The difference between digital clutter and real innovation comes down to connection: between systems, between stakeholders, and between airports and their passengers. 
<h2 aria-level="2">What do passengers value?</h2>
Before you start building connections, you need to know what matters to travellers. The truth is, passengers don&#8217;t want technology that gets in their way or demands extra steps. They want technology that helps them get through the airport faster and easier. 
What adds value: 
<ul>
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</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="7" 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;}" data-aria-posinset="2" data-aria-level="1">Less time stuck in queues at security and boarding </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="7" 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;}" data-aria-posinset="3" data-aria-level="1">Services that save them time without extra hassle </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="7" 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;}" data-aria-posinset="4" data-aria-level="1">Smooth handoffs between different parts of the journey </li>
</ul>
What doesn&#8217;t: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="8" 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;}" data-aria-posinset="1" data-aria-level="1">Generic marketing messages at the wrong time </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="8" 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;}" data-aria-posinset="2" data-aria-level="1">Yet another app that does what the airline app already does </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="8" 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;}" data-aria-posinset="3" data-aria-level="1">Technology that exists just to look innovative </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="8" 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;}" data-aria-posinset="4" data-aria-level="1">Features that take more effort than they&#8217;re worth </li>
</ul>
A good, connected ecosystem runs in the background. It shows up when it&#8217;s useful, not when it&#8217;s convenient for the airport.

<h2 aria-level="2">Three foundations of a connected approach for airports</h2>
<h3>1) Getting your data in order</h3>
Real connectivity starts with data. When your flight information, passenger flow analytics, commercial data, and operational metrics all live in different systems, you can&#8217;t do much with them.
Albert Jan Prevoo, Captain of the FTE World Ancillary &amp; Retailing Working Group, outlined the importance of understanding your data:
<blockquote>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.</blockquote>
The best airports are building unified data platforms that pull information from all stakeholders in real time, give teams visibility across departments so they can make better decisions, use predictive analytics to stay ahead of problems, and protect passenger privacy while still enabling personalisation. 
This isn&#8217;t about hoarding more data. It&#8217;s about connecting what you already have so you can actually use it to improve operations, serve passengers better, and drive more revenue. 
But Nolan Hough, Chief Growth Officer at CAVU, warns that data alone doesn&#8217;t solve the problem: &#8220;Having rich data scattered is useless unless you connect it all.&#8221; You need data flowing between stakeholders in real time so everyone can coordinate their response.
<h3>2) Making your tech work together</h3>
Your airport has mobile apps, wayfinding, biometric screening, commerce platforms, operational systems, the list goes on. The hard part isn&#8217;t choosing these tools. It&#8217;s getting them to work together. 
Good integration means open APIs that connect systems, not just sit next to each other. You need identity frameworks that reduce friction for passengers, architecture that can evolve with new tech, and white-label capabilities that keep your brand front and centre. 
When this works, a passenger&#8217;s preferences flow from the parking booking they made last week, to the lounge access they buy today, to the gate updates they get on their phone. One journey, one brand experience. 
Albert sums it up: &#8220;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.&#8221;
<h3>3) Getting your stakeholders on the same page</h3>
Oftentimes, this is the hardest part, and it&#8217;s not really about technology. Everyone has a piece of the passenger experience, including airlines, retailers, ground handlers, security and airport ops, but they often work in isolation. 
The airports that do this well have built shared goals around passenger satisfaction, regular working groups that tackle journey pain points together, revenue-sharing models that align incentives, and service standards everyone actually commits to. 
Mathilde Burtin-Bell, Head of Commercial Services at CAVU, says measurement is key:
<blockquote>KPIs should reflect an ecosystem or holistic performance, not individual product silos. Without that, you won&#8217;t have the cultural shift needed within the airport, that transition from siloed to integrated journeys.
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.</blockquote>

<h2 aria-level="2">Why personalisation is harder than it looks </h2>
Every airport wants to personalise the passenger experience, but it&#8217;s trickier than it sounds, as explained by Nolan: &#8220;Every customer changes their product choice based on why they&#8217;re travelling, who with, how long for, who&#8217;s paying, and how far in advance they book; all these factors affect buying decisions.&#8221; 
The fragmentation makes it worse. A lot of the time, you don&#8217;t even know where a passenger is flying when they&#8217;re booking parking or lounge access. Therefore, it’s hard to be relevant when you&#8217;re missing the most basic context. 
&#8220;The key is connecting data in real time and having those indicators,&#8221; says Nolan. &#8220;The industry is very fragmented. 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.&#8221; 
The solution is cooperation. When airports and airlines share data and insights, you can personalise effectively, as Nolan highlights:<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}"> 
<blockquote>If a customer looks at the airport website, you can push them relevant offers like promo codes for sun care products, which are relevant if they&#8217;re heading to a sunny destination. This real-time personalisation uses indicators like website behaviour, Wi-Fi logins, airline destination data, or app searches.
However, only when everyone gains value from the connected trip does the magic happen.</blockquote>

<h2 data-start="92" data-end="513">How to build a connected ecosystem</h2>
Building a connected airport ecosystem starts with more than just the right technology platform. Execution and a willingness to learn as you go are equally important.
Aligning your people, strategy, and systems is critical, and investing in your people first ensures your organisation has the right capabilities and the agility to adapt, while a clear commercial strategy makes the technology effective.
Testing before fully committing is also key, with Mathilde emphasising the value of a “test and learn” approach:
<blockquote>
I&#8217;m a big advocate of test and learn. There&#8217;s always a risk in holding back because you want all the answers up front. 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.
</blockquote>
By experimenting with pricing, offers, and service bundles, you can gather practical insights quickly. For example, testing which products naturally pair together—such as meet-and-greet parking and lounge access—reveals useful trends without needing perfect data.
Starting small and building up allows you to capture quick wins and demonstrate ROI, such as enabling passengers to book parking, lounge access, and fast track in a single transaction. At the same time, platforms should be built for change rather than permanence. Open architecture lets your systems adapt as new technologies emerge and passenger expectations evolve, ensuring your platform grows with you rather than holding you back.
It’s also important to focus on the journey, not just individual products. Measuring KPIs like basket value, conversion across touchpoints, and repeat purchase frequency encourages teams to think about integration and holistic performance rather than siloed metrics.
Yet while data and automation improve efficiency, the human touch remains essential. People are still needed to make judgment calls and maintain the service culture that keeps passengers coming back.

<h2 aria-level="2">The benefits of a connected airport ecosystem </h2>
Airports that build connected ecosystems see benefits across the board. Operations run more smoothly when data is integrated, allowing you to predict issues before they happen, optimise resources, and adjust pricing dynamically based on real-time conditions. Revenue also grows as personalised engagement drives stronger results. With unified booking platforms, cross-selling becomes seamless and new distribution channels open up, helping you reach passengers who were previously out of reach. 
Passengers notice the difference too. When travellers can manage every part of their journey through consistent touchpoints with your brand, the experience sticks with them. Higher satisfaction scores, positive reviews, and repeat bookings naturally follow. Partners benefit as well. Airlines and retailers see better passenger flow, stronger engagement, and more revenue opportunities when services are connected and aligned. 
And with a flexible architecture underpinning it all, you’re ready for whatever comes next. New technologies and changing expectations can be embraced without the need to rebuild from scratch. The real advantage lies in what can’t easily be copied: the organisational capability, partnerships, and data intelligence that make the system work. 
Anyone can buy technology but building a connected ecosystem that truly delivers takes time, and creates lasting competitive edge.

<h2 aria-level="2">Explore what a connected travel ecosystem could mean for your airport </h2>
October 25 – 28, 2025, we’re exhibiting at the 2025 ACI-NA &amp; ACI World Annual General Assembly, Conference and Exhibition in Toronto. 
Visit us at Stand 1230 to see how we&#8217;re helping airports integrate technology, data, and partnerships to create seamless passenger experiences that drive satisfaction, loyalty, and commercial performance. 
If you’re not able to attend, <a href="https://ca.vu/contact/">CLICK HERE</a> to sign up for our newsletter and get updates from our in-house experts on how you can use technology to connect the passenger journey for your customers.

Learn how to build a connected airport ecosystem that boosts revenue, enhances passenger experience, and prepares your airport for the future.

Oskar Kadaksoo DDBDkz0p918 Unsplash

Building the connected airport ecosystem that passengers truly desire

Data-driven pricing isn&#8217;t just about having more numbers. It&#8217;s about understanding what those numbers reveal about customer behaviour and using those insights to make smarter commercial decisions. 
For airport commercial teams facing pressure to maximise non-aeronautical revenue and car park operators managing portfolios across multiple locations, the assumption that you need vast amounts of data or sophisticated systems to implement effective pricing strategies creates a significant barrier. The reality is quite different. Even basic booking history contains valuable patterns that can unlock revenue growth when properly analysed and acted upon. 
The transformation from gut-feel pricing to data-led decision making doesn&#8217;t require massive systems or complex analytics from day one. It starts with understanding what your existing data is telling you and taking systematic steps to act on those insights, whilst building capability over time. 
The commercial impact of data-led pricing<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:299,&quot;335559739&quot;:299}"> 
Moving to a data-informed approach delivers measurable benefits across multiple areas of your operation. For commercial directors accountable to senior management and car park operators seeking business expansion, these improvements build over time, creating sustainable competitive advantages that justify initial investment and ongoing resource allocation. 
As Mathilde Burtin-Bell, Head of Commercial Services – Ancillaries and Marketplace at CAVU, explains: 
<blockquote>First, there&#8217;s a clear increase in commercial value. More customers land on your site, book parking, and generate revenue for the airport. 
Second, we see a rise in modal share, with more passengers choosing parking as their preferred way to get to the airport. Customer data also opens opportunities to upsell and cross-sell more effectively because you better understand their behaviour and needs. 
Finally, better data supports smoother operations during peak times, improving the overall customer experience throughout the journey. </blockquote>
Direct revenue improvements emerge when data-led pricing helps capture value during peak periods whilst remaining competitive during quieter times. By understanding demand patterns, you can optimise rates to match customer willingness to pay rather than relying on fixed pricing that leaves money on the table. For scaling medium-sized airports, this capability becomes crucial for meeting revenue targets without requiring substantial infrastructure investment. 
Complementing revenue gains, operational efficiency improvements help resource-constrained teams manage capacity more effectively. Understanding booking patterns and customer behaviour helps improve resource allocation, reduce peak-time strain, and create more predictable revenue streams that support better planning. For car park operators managing sites across the UK, Italy, Spain, and beyond, these efficiency gains multiply across the portfolio. 
From a customer perspective, pricing that reflects actual needs and preferences creates more satisfied customers who are likely to return and recommend your services to others. In markets where word-of-mouth matters significantly and marketing budgets are constrained, positive customer experiences driven by fair, transparent pricing become crucial for organic growth. 
Finally, data insights help you understand your market position and identify opportunities to differentiate your offering based on real customer preferences rather than assumptions. This competitive intelligence becomes particularly valuable when facing pressure from ride-sharing services and evolving ground transport alternatives.

<h2 aria-level="2">How to make a start with your existing data </h2>
Most airports and car park operators already collect valuable information through their booking systems, but without systematic analysis, these insights remain buried in transaction records and spreadsheets. For commercial teams managing multiple priorities with minimal resources, the challenge lies in extracting actionable intelligence efficiently. 
Booking timing analysis provides your first layer of intelligence by tracking when customers book relative to their travel dates. Are most bookings last-minute, or do customers plan weeks in advance? 
Different segments show different booking patterns that should inform your pricing strategy. Business travellers booking premium spaces may consistently reserve closer to departure, whilst leisure families planning holiday travel book months ahead. Understanding these patterns enables targeted pricing approaches for each segment. 
Building on timing analysis, seasonal demand mapping reveals patterns across months, weeks, and days that create predictable pricing opportunities. School holidays, major events, and seasonal airline schedule changes all create demand variations that pricing should reflect. For car park operators, these patterns may vary significantly across different airport locations, requiring coordinated portfolio-wide strategies that account for regional differences. 
Stay duration patterns add another dimension to your pricing intelligence by revealing how long customers typically park. Short-stay and long-stay customers demonstrate different price sensitivity levels and should be approached differently. Understanding whether your core market consists of weekend leisure travellers or week-long holiday makers fundamentally shapes optimal pricing structures. 
Channel performance analysis also help you identify where different customer segments prefer to book. Bookings via your website may attract different customers than phone bookings or third-party platforms, each with varying price expectations and service requirements. For car park operators managing multiple distribution channels, this intelligence guides decisions about where to invest in channel development and how to price across different booking sources. 
Finally, geographic distribution analysis reveals where your customers originate and what transport alternatives they face. Local customers may have different options and price tolerance than those travelling longer distances to reach your airport. This catchment area intelligence becomes particularly valuable when evaluating competitive positioning or considering expansion into new markets.

<h2 aria-level="2">How to build pricing rules using data<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:299,&quot;335559739&quot;:299}"> </h2>
Once you understand your demand patterns, you can create straightforward pricing rules that capture more value without requiring complex systems or constant manual intervention. 
For medium-sized airports where operational flexibility is crucial and car park operators need portfolio-wide consistency, these rule-based approaches provide immediate impact whilst remaining manageable for smaller teams. 
Peak period pricing adjustments address the most direct revenue opportunity revealed by data analysis. If booking history shows consistent demand surges during school holidays or major events, systematic rate increases during these periods capture additional value from customers who prioritise certainty over cost. These adjustments can often be implemented manually or through basic system updates before any significant technology investment is required. 
Conversely, early booking incentives encourage behaviours that benefit both customers and operations. When analysis reveals that bookings improve operational planning and cash flow predictability, discounts that encourage this behaviour during off-peak periods create win-win scenarios. For car park operators, these incentives can also drive direct bookings rather than relying entirely on third-party distribution channels. 
Last-minute booking premiums capture value from time-sensitive customers who often prioritise availability over cost. Business travellers with changing schedules or families facing unexpected travel needs typically demonstrate a higher willingness to pay for guaranteed space. Small premiums for bookings made close to departure recognise this different value perception without deterring advance planners. 
Product tier optimisation uses booking data to identify which locations, services, or booking terms customers value most, then prices accordingly. Premium spaces near terminals should command higher rates if data demonstrates customer preference and willingness to pay. For car park operators who&#8217;ve invested in covered parking or enhanced facilities, data-driven tiering justifies premium pricing based on genuine customer behaviour rather than assumptions. 
Duration-based pricing structures tailored to actual stay patterns rather than arbitrary rate cards ensure your pricing serves your core market effectively. If most customers stay 7-10 days, ensure your pricing structure offers competitive value for this segment whilst capturing appropriate premiums from shorter or longer stays.

<h2 aria-level="2">How can your approach evolve as your data grows?</h2>
As your data collection and analysis capabilities develop, more sophisticated approaches become possible. 
For commercial teams demonstrating initial results and car park operators seeing returns from basic implementation, these advanced applications can significantly amplify revenue performance and justify further investment in pricing capabilities. 
Dynamic demand forecasting uses historical patterns combined with forward bookings to predict demand surges and adjust pricing proactively rather than reactively. This predictive approach becomes particularly valuable during major events or seasonal peaks when capacity constraints create premium pricing opportunities. 
Customer segment pricing develops different approaches for distinct segments based on their booking behaviour, price sensitivity, and service preferences. Rather than applying uniform rates across all customers, sophisticated segmentation captures additional value from less price-sensitive segments whilst remaining competitive for price-conscious customers. 
Competitive pricing intelligence gathered systematically helps identify opportunities for differentiation or market positioning adjustments. Understanding how your rates and value propositions compare with nearby airports, off-site providers, and alternative transport options guides strategic decisions about when to lead on price and when to compete on service quality or convenience. 
Cross-sell optimisation uses customer data to identify opportunities for additional services, upgrades, or bundled offerings that increase average transaction value. Understanding which customer segments respond to which ancillary services helps target promotional efforts effectively while improving overall customer experience. 
Predictive customer lifetime value analysis identifies which customers are likely to become repeat users, helping inform acquisition spending and retention strategies. For car park operators building long-term relationships with regular business travellers or airports developing loyalty programmes, this intelligence guides investment decisions about where to focus retention efforts for maximum return.

<h2 aria-level="2">Tips for overcoming implementation barriers </h2>
Many airports and car park operators hesitate to move toward data-led pricing due to perceived barriers. However, most of these challenges prove more manageable than they initially appear, particularly when approached systematically with realistic expectations about timelines and resource requirements. 
The concern about insufficient data affects many operators, particularly those without sophisticated booking systems or long operational histories. However, even six months of booking history contains patterns that can inform better pricing decisions. Data quality and quantity improve over time as you systematically collect and analyse customer information, creating a self-reinforcing cycle of improvement. 
Budget constraints for new systems represent another common barrier, particularly for medium-sized airports managing tight operating budgets or car park operators financing expansion plans. Many improvements can be implemented using existing tools and manual processes initially. Spreadsheet analysis and simple rule implementation often deliver meaningful results that justify subsequent technology investment based on demonstrated returns rather than speculative projections. 
Limited analytics expertise within commercial teams creates legitimate concerns about capability gaps. Beginning with basic pattern recognition and gradually building capability through training and external support helps establish foundations whilst developing internal knowledge over time. This phased approach prevents overwhelming teams whilst building sustainable competitive advantages that don&#8217;t depend on external consultants long-term. 
Customer acceptance of price changes concerns operators worried about competitive pressure or negative reactions. When pricing reflects genuine value and customer needs, acceptance rates typically improve rather than decline. Gradual implementation allows testing customer response and adjusting approaches based on actual behaviour rather than assumptions, reducing risk whilst building confidence in data-driven decisions.

<h2 aria-level="2">Building sustainable revenue growth using a data-led approach </h2>
Data-led pricing creates foundations for sustainable growth that extend beyond short-term revenue optimisation. For commercial teams developing long-term strategies and car park operators planning multi-year expansion, systematic data collection and analysis enable increasingly sophisticated approaches that build competitive advantages over time. 
The airports and car park operators that thrive in competitive transport markets understand their customers deeply and price accordingly. They use data not just to react to market conditions, but to anticipate them and position their offerings strategically ahead of competitors still relying on gut-feel decisions or outdated pricing models. 
Your existing data contains insights that can transform your commercial performance. The question is whether you&#8217;re systematically extracting and acting on those insights, or letting valuable intelligence remain buried in booking systems and spreadsheets whilst competitors capture the revenue opportunities that data-driven approaches reveal. 
The path forward starts with analysing what you already know about customer behaviour, then building systematic approaches to capture the value that analysis reveals. Even small improvements compound over time, creating sustainable competitive advantages that benefit both revenue performance and customer satisfaction whilst justifying the resource investment required to develop sophisticated pricing capabilities. 
<h2 aria-level="2">Gain insights into data-led pricing with our in-depth guide </h2>
Your data holds the key to untapped revenue, but only if you know how to unlock it. 
Our comprehensive guide, Why your pricing strategy is costing you revenue – and what to do about it, shows you how to transform raw booking data into commercial intelligence that drives measurable growth. 
Inside, you&#8217;ll discover: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="1" data-aria-level="1">How to extract actionable insights from the data you already have </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="2" data-aria-level="1">Why flat pricing models leave money on the table during peak demand </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="3" data-aria-level="1">The four foundations of revenue-driving pricing strategies </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="4" data-aria-level="1">How to build simple pricing rules that capture more value </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="5" data-aria-level="1">Practical approaches to overcome data and system limitations </li>
</ul>
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<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="6" data-aria-level="1">Quick wins you can implement without complex technology </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="1" 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;}" data-aria-posinset="7" data-aria-level="1">How to build long-term competitive advantages through customer intelligence </li>
</ul>
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Learn how to boost airport and car park revenue by using data-led pricing to act on customer behaviour and make smarter decisions.

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How data-led pricing boosts airport and parking revenue

For airport commercial teams and car park operators, understanding customers goes far beyond tracking completed bookings. Transaction data tells you who bought what and when, but it doesn’t reveal why they made those decisions, why others didn’t convert, or how you can better serve both groups to maximise revenue potential. 
Whether you’re managing non-aeronautical revenue at a medium-sized airport or operating car parks across multiple airport locations, gaining deeper insight into passenger behaviour can transform both revenue performance and operational efficiency. However, the challenge lies in knowing where to look, what questions to ask, and how to turn insights into actionable strategies that justify investment to senior management. 
To help address this challenge, here are five practical approaches for building a more complete picture of your demand patterns and customer behaviour. 
<h2>1) Look beyond transaction data to understand the complete customer journey</h2>
While your booking system captures successful transactions, it represents only a fraction of your potential market. For commercial directors accountable for revenue growth and car park operators seeking to maximise conversion rates, the customers who didn’t complete their purchase often provide the most valuable insights for improving commercial performance. 
For instance, website behaviour analysis reveals critical conversion barriers that impact your bottom line. How many visitors view your parking options versus how many actually book? If 1,000 people browse your offerings but only 100 complete purchases, this may indicate a fundamental disconnect between your pricing structure and perceived value, or technical barriers in your booking process that particularly affect the growing online booking segment. 
In the same way, search pattern analysis helps identify what customers prioritise when evaluating your services. Are they comparing prices across different parking products, checking availability for specific dates, or seeking detailed information about location and shuttle services? By understanding these search behaviours, commercial teams can identify which value propositions resonate most with different customer segments and where marketing messages should focus. 
Equally important, booking abandonment point analysis pinpoints exactly where potential revenue is lost in your conversion funnel. High abandonment at the payment stage might indicate technical issues or payment method limitations, whilst early exit during product selection could suggest confusing pricing structures or inadequate product descriptions. For car park operators managing multiple sites, these insights become crucial for identifying system-wide improvement opportunities.
Moreover, return visitor pattern tracking reveals customer decision-making processes that affect your pricing strategy. Multiple return visits before booking might indicate comparison shopping behaviour, price sensitivity, or uncertainty about value propositions. This intelligence suggests opportunities for targeted remarketing campaigns or clearer value communication that could capture these hesitant prospects. 
As Mathilde Burtin-Bell, Head of Commercial Services – Ancillaries and Marketplace at CAVU, explains:
<blockquote>Transaction data is useful, but it doesn&#8217;t show the full picture. You also need to track customer behaviour. For example, how many people are searching, viewing, or abandoning a price?
If 1,000 people view an offer but only 100 book, something may be wrong with the pricing. Layering in CRM data and other touchpoints helps build a complete view of customer behaviour and improves your ability to tailor offers.</blockquote>
<h2>2) Segment customers by trip purpose and operational behaviour patterns</h2>
Not all passengers demonstrate identical needs, budget constraints, or price sensitivity levels. Therefore, for airport commercial teams managing diverse revenue streams and car park operators serving varied customer bases, creating clear customer segments enables targeted approaches that optimise revenue across different market segments. 
Consider, for example, the differences between business and leisure travellers. Business passengers often book closer to departure dates, prioritise convenience and proximity to terminals over cost considerations, and demonstrate higher tolerance for premium pricing during peak periods. 
Leisure travellers, by contrast, typically plan further ahead, show greater price sensitivity, and may accept longer transfer times for better rates. By recognising these distinct behaviours, commercial teams can develop pricing strategies that capture value from both segments without alienating either. 
Segmentation also applies to stay duration. Short-stay customers typically demonstrate different price sensitivity levels and product preferences than extended-stay parkers. Business travellers on day trips behave differently from families on week-long holidays. Each segment requires tailored pricing approaches and service offerings that match their specific needs and willingness to pay. 
Travel frequency analysis further deepens this picture by helping identify your most valuable customer segments and loyalty programme opportunities. Regular business travellers from your catchment area develop different expectations and demonstrate different loyalty patterns compared to occasional holiday travellers. Understanding these groups informs both pricing strategies and service investment decisions that maximise lifetime customer value. 
In addition, geographic segmentation based on customer origin reveals important market dynamics for strategic planning. Passengers from your immediate catchment area may have different ground transport alternatives and price expectations compared to those travelling longer distances to reach your airport. This intelligence becomes particularly valuable for car park operators considering expansion into new airport markets or commercial teams evaluating competitive positioning. 
Finally, booking timing behaviour patterns often correlate directly with price sensitivity and service priorities. Customers who consistently book months in advance typically demonstrate different value priorities than those who book last-minute. Taken together, these patterns provide crucial intelligence for dynamic pricing strategies and capacity management decisions.

<h2>3) Analyse seasonal and event-driven demand variations</h2>
Your demand patterns reflect complex interactions between airline schedules, local events, and broader economic factors. By understanding these external influences, commercial teams managing budget forecasts and car park operators planning capacity investments can identify opportunities for strategic pricing optimisation and resource allocation. 
Take the school holiday impact analysis as an example. These periods reveal predictable but significant demand variations that require specific operational responses. Family travel patterns create sustained demand surges with characteristics distinctly different from business travel periods. Families often book further in advance but demonstrate greater price sensitivity, whilst simultaneously valuing convenient, family-friendly facilities. Understanding these patterns helps optimise both pricing strategies and facility investment priorities. 
Similarly, local event and conference impact assessment can dramatically affect demand forecasting and pricing strategies. Major sporting events, concerts, or business conferences bring customers with different needs, budgets, and booking patterns than typical airline passengers. For medium-sized airports, these events can represent significant revenue opportunities when properly anticipated and priced, whilst car park operators can optimise capacity allocation across their portfolio based on event calendars. 
Seasonal airline schedule variations add another layer of complexity. They affect not just passenger volume but also the fundamental mix of business versus leisure customers using your facilities. These shifts impact optimal pricing strategies, facility utilisation patterns, and staffing requirements. Commercial teams need this intelligence for accurate revenue forecasting, whilst car park operators can use it for strategic capacity management across multiple airport locations. 
Weather-related demand patterns also come into play. Seasonal variations in weather conditions can significantly affect customer willingness to pay for premium services such as covered parking or proximity to terminals. This presents pricing optimisation opportunities that many operators overlook. 
Finally, broader economic cycles influence your specific catchment area, affecting both travel frequency and price sensitivity among local customers. By understanding these economic influences, commercial teams can develop pricing strategies that remain competitive during downturns whilst maximising revenue during growth periods.
<h2>4) Map your competitive landscape and modal share</h2>
Your parking revenue operates within a broader transport ecosystem that continues to evolve rapidly. For commercial directors developing long-term strategies and car park operators planning business expansion, understanding competitive dynamics and transport trends provides crucial intelligence for sustainable growth. 
Ground transport alternative analysis helps quantify the competitive pressure facing your parking business. Ride-sharing service expansion, public transport improvements, and new taxi services all affect passenger transport choices and price sensitivity. As modal share evolves, parking demand patterns and optimal pricing strategies must adapt accordingly. 
Competitor pricing and positioning analysis extends beyond simple rate comparisons. It involves understanding value propositions and market positioning strategies. Nearby airports, off-site parking providers, and alternative transport options each offer different combinations that attract specific customer segments. Analysing these dynamics helps identify market gaps and positioning opportunities for your services. 
At the same time, catchment area demographic and economic analysis reveals potential growth opportunities and competitive threats. Understanding where your customers originate highlights underserved areas for targeted marketing whilst pointing to regions facing increased competitive pressure. This intelligence becomes particularly valuable for car park operators evaluating expansion opportunities or commercial teams developing partnership strategies. 
Infrastructure development monitoring is another critical factor. New road connections, public transport links, or commercial development in your area can shift customer behaviour patterns and competitive dynamics. Proactive monitoring enables strategic preparation rather than reactive responses to market changes. 
Finally, evaluating future transport trends ensures you can anticipate longer-term pressures and opportunities. Electric vehicle adoption, evolving work practices, and emerging transport technologies will all influence parking demand. Those who prepare early will position their businesses advantageously for future market conditions.

<h2>5) Use systematic customer feedback and market research</h2>
While data analysis reveals behaviour patterns, direct customer feedback explains the motivations and decision-making processes behind those patterns. For commercial teams accountable for customer satisfaction metrics and car park operators building long-term relationships, systematic research provides context that pure data analysis cannot deliver. 
Post-booking satisfaction surveys, for example, provide actionable insights into customer priorities and service improvement opportunities. Simple questions about booking experience, product expectations, and satisfaction levels reveal gaps between customer expectations and service delivery that directly impact repeat business and word-of-mouth recommendations. For medium-sized airports with limited marketing budgets, positive customer experiences become crucial for organic growth. 
Customer service interaction analysis also captures pain points and unmet needs that may not appear in booking data. Your customer service team handles questions, complaints, and requests that can highlight common operational issues. Analysing these interactions systematically provides valuable intelligence for both service improvement and pricing strategy development. 
In addition, price sensitivity and value perception research helps optimise pricing strategies and product development priorities. Understanding what customers value most enables more targeted service investments. Some prioritise convenience, others focus on value for money, and many seek specific combinations of features and pricing that create compelling propositions. 
Competitive comparison feedback provides another layer of insight by showing your market position from the customer’s perspective rather than internal assumptions. Understanding what alternatives customers considered and why they chose your services informs competitive positioning and value proposition development. This becomes particularly valuable for car park operators competing across multiple airport markets. 
Finally, future needs assessment helps anticipate changing customer requirements and identify new revenue opportunities. Understanding how expectations evolve enables proactive service development rather than reactive responses, creating competitive advantages through early positioning. 
<h2>Transform customer intelligence into commercial results</h2>
Customer insight only creates value when it informs strategic and operational decision-making. By analysing behaviour, segmenting customers, and acting on feedback, commercial teams and car park operators can optimise pricing, focus investment where it delivers the most value, and enhance operational efficiency. 
Building these capabilities consistently allows your team to make data-driven decisions that capture revenue opportunities, improve customer experiences, and create a sustainable competitive advantage.
<h2 data-start="132" data-end="179">Take the first step toward smarter pricing with our in-depth guide</h2>
Your pricing strategy could be costing you more than you think.
Coming on 18th October, our comprehensive guide, <a href="https://ca.vu/insights/pricing-guide/">Why Your Pricing Strategy Is Costing You Revenue – and What to Do About It</a>, shows you how to move from missed opportunities to measurable results.
Inside, you’ll discover:
<ul data-start="449" data-end="853">
<li data-start="449" data-end="525">
Why pricing is one of the biggest commercial levers for smaller airports
</li>
<li data-start="526" data-end="586">
Why flat pricing models no longer work in today’s market
</li>
<li data-start="587" data-end="647">
What a smarter, more dynamic pricing approach looks like
</li>
<li data-start="648" data-end="699">
The four foundations of revenue-driving pricing
</li>
<li data-start="700" data-end="743">
How to overcome common pricing barriers
</li>
<li data-start="744" data-end="787">
Quick wins you can implement right away
</li>
<li data-start="788" data-end="853">
How to build the foundation for long-term, sustainable growth
</li>
</ul>
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Unlock revenue growth by understanding your demand partners with 5 practical strategies for airports and car park operators.

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5 ways to better understand your demand partners

If you&#8217;re managing commercial operations at an airport or running a car park business, there&#8217;s a good chance you&#8217;re leaving money on the table. Not through poor service or inadequate facilities, but through something much more fundamental: your pricing strategy. 
Most airports still rely on flat pricing models that treat all demand as equal, all customers as identical, and capacity as unlimited. For car park operators, these models often stem from simple drive-up rates that get copied online without considering digital customer expectations. Yet none of these assumptions hold for airport operations, and the results speak for themselves: missed revenue opportunities, operational strain, and customer experiences that fail to meet expectations. 
The pressure is mounting. Airport commercial teams face increasing demands to maximise non-aeronautical revenue whilst car park operators compete against ride-sharing services like Uber and Lyft that have fundamentally reshaped ground transport behaviour. 
Meanwhile, stringent procurement processes require clear ROI justification, and lean teams struggle with manual pricing updates across multiple channels. 
For medium-sized airports, the challenge is finding the sweet spot between operational efficiency and commercial opportunity, whilst car park operators need straightforward solutions that work across their entire portfolio.
<h2 aria-level="2">Why you need to reconsider a one-size-fits-all approach to pricing</h2>
For commercial directors and car park operators, flat pricing creates a false sense of security that masks significant revenue losses. When you charge the same rate regardless of demand, seasonality, or customer willingness to pay, you&#8217;re essentially capping your revenue potential during the times when passengers are most willing to spend more. 
During school holidays, major events, and peak travel periods, passengers demonstrate natural price tolerance when seeking guaranteed parking spots. They&#8217;ve planned their trips, booked flights, and need certainty. Yet flat pricing prevents you from capturing this additional value, leaving money on the table precisely when demand is highest. 
Operational strain without financial reward becomes a recurring problem when fixed pricing attracts high volumes of short-stay traffic during busy periods. Your team works harder managing increased turnover and capacity pressure, but your revenue doesn&#8217;t reflect that additional effort. 
For medium-sized airports trying to scale, this creates unsustainable pressure without the financial return to justify additional personnel. For car park operators, churn increases pressure on staffing, reduces space availability, and lowers average transaction value across your portfolio. 
The absence of behavioural incentives means you lose valuable tools for demand shaping and operational planning. Without price signals to encourage booking during quieter periods or off-peak travel, you can&#8217;t influence customer behaviour to spread demand more evenly or improve cash flow predictability. 
This particularly impacts car park operators trying to manage multiple sites, where coordinated pricing strategies could significantly improve portfolio-wide performance.

<h2 aria-level="2">The real cost of ignoring customer behaviour</h2>
The impact of flat pricing extends beyond simple revenue loss to create operational and strategic challenges that build over time. For airport commercial teams accountable for revenue targets and car park operators seeking business expansion, these costs create significant competitive disadvantages. 
Underpricing during peak demand: Underpricing during peak demand represents the most direct revenue loss. By using fixed pricing, you&#8217;re essentially subsidising high-demand customers who could afford higher rates, reducing the revenue available for infrastructure investment or business expansion. 
Lack of product differentiation: Product differentiation failure occurs when flat pricing treats all parking products equally, ignoring the premiums that passengers place on convenience, proximity to terminals, or enhanced services.
For example, customers understand that covered parking near main terminals offers more value than surface parking requiring shuttle buses, yet flat pricing fails to capture this difference in perceived value. 
Conversion friction: Conversion friction develops when pricing doesn&#8217;t reflect customer segment needs. Business travellers may view short-stay rates as reasonable, whilst finding long-stay options expensive, whilst leisure passengers might see the opposite. This mismatch reduces booking conversion across both segments, limiting total volume growth and creating customer satisfaction issues that impact repeat business. 
Lack of strategic planning: Strategic planning limitations emerge when flat pricing provides no mechanism for gathering actionable demand intelligence. Without pricing tools to test customer price sensitivity, you can&#8217;t develop the market insights needed for strategic decisions about facility investment, service expansion, or competitive positioning. 
<h2 aria-level="2">How does dynamic pricing solve these challenges? </h2>
Dynamic pricing doesn&#8217;t require complex algorithms or constant price changes. At its core, it means aligning pricing with real customer behaviour and demand patterns to optimise both revenue and operational efficiency. 
Revenue optimisation: Revenue optimisation becomes systematic when prices adjust to reflect demand levels and customer willingness to pay. During peak periods, rates increase to capture additional value from customers who prioritise certainty over cost.
During quieter times, competitive pricing maintains volume whilst optimising utilisation. This approach matches price to genuine customer value perception and market conditions. 
Demand shaping: Demand shaping transforms pricing from a passive revenue tool into an active operational management system. Early booking incentives improve cash flow predictability and operational planning whilst reducing last-minute capacity pressure.
Peak period pricing helps manage capacity constraints without requiring additional infrastructure investment. These tools become particularly valuable for medium-sized airports where operational flexibility is crucial for managing seasonal variations. 
Differentiated products: Product differentiation becomes financially viable when dynamic pricing supports tiered offerings that reflect genuine value differences.
Premium locations near terminals, covered parking, flexible cancellation terms, and additional services can command appropriate premiums when pricing reflects their enhanced value proposition. This enables car park operators to justify facility investments and create sustainable competitive advantages. 
Enhanced operations: Operational efficiency improves when pricing signals influence customer behaviour to reduce complexity and improve resource utilisation. Spreading demand more evenly across time periods reduces peak-time staffing pressure and makes better use of capacity during quieter periods, improving overall operational productivity and customer experience.

<h2 aria-level="2">How to get started – without overwhelming your team </h2>
The transition from flat to dynamic pricing doesn&#8217;t require immediate system overhauls or complex technology investments. Many successful implementations begin with manageable changes that deliver measurable results whilst building internal confidence and expertise. 
Use rules-based pricing: Rules-based adjustments provide immediate impact through simple rate modifications during predictable demand periods. Seasonal increased pricing can be implemented manually or through basic system updates, whilst small premiums for last-minute bookings capture additional value from time-sensitive customers.
These approaches work particularly well for car park operators managing multiple sites who need straightforward implementation across their portfolio without heavy reliance on external development teams. 
Segment products: Basic product segmentation creates revenue opportunities through clear differentiation between parking options.
Separating premium locations, covered spaces, and flexible booking terms into distinct product tiers allows appropriate pricing for each value level. For airports, this might mean clearly differentiating terminal-adjacent parking from off-site options requiring shuttle services. 
Price based on season: Seasonal pricing variations reflect natural demand patterns through different rate structures for peak and off-peak periods. This becomes particularly manageable for medium-sized airports where quicker decision-making processes allow for more agile pricing responses. 
Incentivise your customers: Early booking incentives encourage advance reservations during lower-demand periods, improving cash flow predictability whilst spreading operational workload more evenly. For car park operators, these incentives can drive direct bookings rather than relying entirely on third-party distribution channels. 
<h2 aria-level="2">The strategic choice facing your business </h2>
The airports and car park operators that thrive in competitive markets understand their customers&#8217; behaviour patterns and price accordingly, using pricing as a strategic tool for revenue optimisation, demand management, and customer experience enhancement. 
Your current flat pricing model may feel safe and predictable, but it&#8217;s likely costing you more than you realise. Every peak period where you could capture additional value, every opportunity to shape demand through pricing signals, and every customer segment that values premium services differently represents unrealised revenue potential that competitors using dynamic approaches are capturing. 
The question isn&#8217;t whether you can afford to move away from flat pricing. It&#8217;s whether you can afford the opportunity cost of maintaining pricing approaches that don&#8217;t reflect market reality or customer behaviour.<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}"> 
The industry landscape is continuing to evolve as new transport options emerge, and customer expectations change. Those who adapt their pricing strategies to match these realities will build sustainable advantages, whilst those maintaining outdated approaches will find themselves increasingly disadvantaged in the market. 
<h2 aria-level="2">Unlock the revenue potential hidden in your pricing strategy </h2>
Download our guide, <a href="https://ca.vu/insights/pricing-guide/">‘Why your pricing strategy is costing you revenue – and what to do about it&#8217;</a>.
You’ll discover why flat pricing limits revenue, how dynamic pricing and product segmentation can transform results, and the four foundations of revenue-driving pricing: understanding demand, segmenting products, pricing for value, and introducing simple rules. 
The guide also highlights quick wins you can implement immediately and tips for building long-term growth.
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Learn how to replace flat rates with dynamic pricing to capture demand, boost bookings, and unlock hidden revenue potential.

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The hidden cost of flat pricing (and how dynamic pricing helps)

In our webinar, <a href="https://ca.vu/insights/maximise-revenue-webinar/">&#8216;Reimagining Airport Value: Actionable Tips for Maximising Revenue in an Evolving Market&#8217;</a>, we brought together two industry experts to discuss practical, actionable strategies for airport revenue growth. 
Mathilde Burtin-Bell, Head of Commercial Services for Ancillaries &amp; Marketplace at CAVU, and Albert Jan Prevoo, Captain of the FTE World Ancillary &amp; Retailing Working Group, shared insights on everything from pilot testing to partnership models. 
<h2 aria-level="2">Testing new ideas without breaking the bank </h2>
CAVU: Many airports want to innovate commercially but are concerned about unnecessary risks. What is your process for designing low-risk pilots that test new commercial ideas, and how do you measure whether it is worth scaling? 
Mathilde: “<a href="https://ca.vu/insights/reimagining-airport-value-webinar/">We started covering this in the first webinar</a>, but I break it down into four steps for a low-risk pilot. You can start as small as you want. 
“We often think, ‘What is the biggest thing we could do?’ but begin small. During the design process, define your hypothesis. Is it driven by a commercial goal or a customer need? 
“What problem are you trying to solve, and what commercial goals are you aiming for? For example, one objective might be to reduce the number of touchpoints a customer must go through to buy multiple products, removing friction to make buying easier. 
“Ultimately, we’re trying to address customer challenges. From a commercial perspective, we might aim to increase transaction value. So, consider both sides: what you want to achieve commercially and what problems customers face. 
“If you’re not solving a real pain point, the pilot’s unlikely to work. You should also set clear success metrics up front. Decide what success looks like for the pilot and how you’ll measure it. That measurement will tell you whether the idea is worth scaling.” 
Albert: “Profiling is so important. This applies to car parking as well. We were talking earlier about <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">dynamic pricing</a>. 
“I’ve seen conversations where everything is judged against discounts or a driver rate. As soon as the price moves a certain way, people say ‘it’s too cheap’, but is it really? 
“Great value doesn’t mean everything has to be cheap. That’s a common misconception. Instead of making decisions based on assumptions, let the customer inform your process. 
“With digital transformation, you can see what people engage with, what they ignore, what price points resonate, and what do not. Putting the customer at the centre of that approach is key to unlocking true value. 
“<a href="https://ca.vu/insights/how-can-data-and-tech-reshape-passenger-experiences/">If you have the data</a>, make sure you use it to your advantage.”

<h2 aria-level="2">How to build partnerships that work </h2>
CAVU: Success depends heavily on the strength of airport partnerships with commercial partners. If a partnership is one-sided, it can hold success back. What should an airport look for in a partner, and what steps can be taken to make sure the relationship is mutually beneficial? 
Mathilde: “Strategic alignment on <a href="https://ca.vu/insights/how-are-premium-services-improving-the-passenger-experience/">passenger experience</a> and commercial goals is extremely important. You need to work together to deliver shared outcomes. 
“When forming a partnership, consider whether the partner has a proven ability to operate and scale in an airport environment and whether they can show relevant <a href="https://ca.vu/customer-stories/">success stories</a>. 
“Also consider their willingness to co-invest. Co-investment shows a business commitment to innovation, data and infrastructure. For example, with our booking platform, we have a client board where partners feed in innovation ideas and explain what they see and need. That shows real partnership. 
“Being a partner rather than only a service provider is where you unlock value. Transparency and reporting are essential. Data matters, so agreements on reporting and performance metrics must be clear. 
“Communication and collaboration are critical, and the airport needs to feel it is on a journey with the partner. 
“Finally, cultural fit should not be underestimated. We look at financials and success stories, but we must also ask: do we see ourselves working together? Do we share the same mindset and the same direction? That is very important for long-term success.” 
Albert: “I totally agree. Many airports still use long-term contracts that are effectively transactional. If the relationship is more of a partnership, you need a clear idea of joint benefits. 
“But talking about joint benefits also implies sharing joint risks. I&#8217;ve experienced that moving from fixed guaranteed payments to hybrid, performance-based models changes behaviour. 
“Partners become more like co-owners. When we moved to those hybrid forms in retail and brand partnerships, partners were more willing to invest in improving customer experience. 
“If you invest in joint development, you need to understand the outcomes and to share data and insights. That led us to create shared dashboards so both parties had a clear view of customer behaviour. 
“With that understanding we could optimise timing and placement of products and services and plan better campaigns. 
“This collaboration also changed how teams worked. Instead of only reporting quarterly results, we adopted cross-trained teams. 
“When the airport commercial team and retail partners worked together, and the parking team understood lounge operations, they were better able to design bundles. 
“When lounge staff and retail partners understand passenger flow patterns they can also adjust capacity and staffing, creating operational efficiencies and additional benefits. 
“I also like what Mathilde said about setting aside an innovation budget. It moves the relationship beyond current business and provides a foundation for ideation on how we can improve together. 
“Start small, but adopt a hybrid model. It signals that you are both in it together. There are examples of this working well, and I think it is the base for moving beyond purely transactional relationships.” 
Mathilde: “That performance-based model is important for both sides to feel like they are in a win-win relationship. It stops one side from feeling they are taking advantage of the other. 
“The difficulty with some long-term concessions and setups is how you incentivise long-term value creation. Structuring contracts with a mix of a fixed fee and performance-based elements over time tends to work well. 
“It rewards long-term thinking rather than short-term guarantees. Each product team also needs to understand how the other teams operate. That end-to-end flow and collaboration with partners creates interesting opportunities.” 
Albert: “And it’s about not trying to claim customer ownership or dividing the pie. It’s about growing the pie together. 
“Sharing insights and data means, for example, that a retailer who understands who is travelling and why can shift stock and create more relevant propositions. 
“I also think brands are an underused part of this discussion. Brands, especially in food and beverage and retail, deliver the content and messaging that retailers can use to engage customers. Brands can and should be more involved in these partnership conversations.” 
Mathilde: “Absolutely. It depends on the airport. We operate lounges and work with third-party airports, and the level of data sharing varies. 
“Some airports will share passenger forecasts and hourly footfall for the next three months. Others only share retroactive figures, saying, ‘Yesterday you had this many passengers.’ 
“The difference in what is shared and when it is shared is significant. The right data shared at the right time benefits everyone.”

<h2 aria-level="2">Technology as the foundation for growth<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;:299,&quot;335559739&quot;:299,&quot;335559740&quot;:360}"> </h2>
CAVU: With the right tools, airports can make faster decisions, personalise experiences and optimise revenue. What should airports consider when they use technology to drive ancillary revenue? 
Albert: “I would summarise this as platform principles for revenue-driven technology. 
“First, a customer-centric architecture. Build around customer lifetime value, not product categories. Your tech should enable cross-selling naturally. 
“For example, if a customer books parking, the system should intelligently suggest relevant add-ons based on the travel profile, rather than a generic upsell. 
“The recommendations should inform, advise or recommend in a way that is relevant to the traveller. 
“Second, API-first integration. Any tech you buy must be able to integrate with current systems and future partners. I’ve seen airports invest heavily in optimising a product, only to find it cannot connect to a parking system or loyalty programme. Make sure your API documentation is clear and procurement is aligned before you make purchases. 
“Third, clear data collection and ownership. Define who owns customer data and what data is collected and agree how insights will be shared. That includes GDPR compliance and ensuring data is safe, secure and stable. Clear data governance upfront makes innovation faster and more feasible. 
“Fourth, revenue attribution transparency. Technology must show which touchpoints drive revenue, even across omnichannel journeys. If your platform cannot prove, for instance, that fast-track security customers spend 34 or 35% more in retail, you cannot optimise the experience. 
“You need a holistic view. And finally, start small and iterate. Don’t buy the most complex suite of solutions up front. 
“For us, the implementation rule is start connected, not complex. If a simple booking platform can connect three services effectively, that will beat a sophisticated app that works in isolation. 
“These are the key rules for a platform designed to drive revenue.” 
Mathilde: “I agree with the API-first point. Many providers still lack an API-first approach. Buying tech that is not future-proof will limit your return on investment. 
“Eventually you hit brick walls in growth. Tech is an enabler, not the solution itself. Integration across multiple products is crucial and ties back to omnichannel performance. 
“The tech must bring together touchpoints: booking, apps, and in-airport services. You need that single place to merge data so you can answer questions such as: if someone buys meet and greet, what is their propensity to buy fast-track? 
“What is their propensity to spend in retail? If you lack a platform that gives visibility, you will have siloed, duplicated passenger profiles: a fast-track passenger, a parking passenger, a lounge passenger, and a retail passenger, without understanding how they connect. 
“That is dangerous. Finally, tech should improve relevance and ease for the passenger, but keep human oversight. 
“Automation where possible is brilliant, but airports have context and people on the ground who add judgement and insight. Ask for a glass box rather than a black box.” 
Albert: “Many airports already sit on untapped potential across systems such as CRM, point of sale and other data sources. 
“These sources can be used to benefit everyone, but only if teams start talking to each other and use the data effectively.” 
<h2 aria-level="2">Ready to transform your airport’s revenue strategy?<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;:299,&quot;335559739&quot;:299,&quot;335559740&quot;:360}"> </h2>
These insights represent a fraction of the strategies discussed during the webinar. 
From Albert’s platform principles for revenue-driven technology to Mathilde’s partnership evaluation framework, the full conversation gives concrete tools to apply immediately. 
<a href="https://signup.ca.vu/webinar-sept25-ondemand/?_gl=1*137nzsk*_ga*MTM1MTEyNDk1NC4xNzM4OTM2NzY4*_ga_QDM2BXW96D*czE3NTgxMjE3NTEkbzQwMSRnMSR0MTc1ODEyNDU0NCRqMSRsMCRoMA..">CLICK HERE</a> to watch the complete webinar to discover and gain a breadth of insights to support revenue growth for your airport.

Discover expert strategies to boost airport revenue with low-risk pilots, performance-based partnerships, and smart tech solutions.

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Practical strategies for driving ancillary revenue at airports

As airports and airlines face mounting pressure to diversify revenue streams beyond traditional aeronautical fees, non-aeronautical services, particularly premium lounges, have emerged as critical growth drivers. 
Passenger expectations are evolving, competition is intensifying, and the industry is rethinking how to deliver personalised experiences that boost both satisfaction and profitability. 
Rob Hassard, Head of Growth &#8211; Experiences at CAVU, will be joining a panel discussion on non-aeronautical revenue at the upcoming <a href="https://www.terrapinn.com/conference/aviation-festival/?trc=blog&amp;_gl=1*18epj3b*_ga*MTIwMDY3NzEzNS4xNzU0Mzk2NTA5*_ga_5S24BR8VGQ*czE3NTY0NjMyMDYkbzMkZzEkdDE3NTY0NjMyMTAkajU2JGwwJGgw">World Aviation Festival</a>, where industry leaders will explore innovative approaches to commercial operations. 
In this Q&amp;A, he addresses the key challenges and opportunities facing airports.
CAVU: What challenges do airports face in generating non‑aeronautical revenue, such as lounges? 
Rob: A key challenge is that travellers increasingly want certainty and control. The traditional turn‑up or walk‑in model doesn&#8217;t work during peak times. Pre-bookable services help by guaranteeing access and providing airports with better visibility of demand and customer behaviour.
Another issue is that airports often don&#8217;t know their customers directly because the relationship typically sits with the airline. Again, when airports offer pre‑bookable services like lounges, they can begin building a direct understanding, capturing data, learning preferences, and tailoring experiences. 
Space is another constraint. With premium real estate, areas once considered commercially unviable are being re‑examined. Lounges can be a quick and useful way to prove a concept; if passengers respond well, that can underpin a longer‑term investment that improves both experience and returns. 
CAVU: Can you share examples of airports that have balanced short‑term gains with long‑term loyalty? 
Rob: Bristol Airport is a good example. We reopened two lounge spaces, including one that had been dormant since before the pandemic. Rather than waiting for major capital outlay, the focus was on service delivery and flexible booking.
The early customer response was strong, which gave both the airport and CAVU confidence to invest in a facility that significantly enhances the guest experience and supports longer‑term growth. 
CAVU: How can lounges practically use personalisation to improve revenue and satisfaction? 
Rob: Lounges are well‑suited to personalisation. Pre‑booking provides useful signals about who is travelling, when, and in what context. That enables targeted experiments, whether that&#8217;s new food options, seating layouts, or bundled services.
Some ideas land, others don&#8217;t; the value is in learning quickly and adapting. The aim is a lounge experience that feels considered and relevant enough for people to choose it again. 
CAVU: Where are the biggest opportunities: before the trip, in the lounge, or after the journey? 
Rob: Pre‑trip is the most valuable point. That&#8217;s when customers are planning and most open to relevant, value‑adding options, lounge access, fast track, or thoughtful bundles. 
With pre‑booking, offers can be tailored by flight time, party size, or previous behaviour. Many operators are putting more emphasis on this window because it can lift uptake while reducing uncertainty for passengers. 
CAVU: How do you see lounges using data and AI to improve both revenue and the passenger experience? 
Rob: Lounges generate a lot of data, and as pre‑booking grows, that dataset becomes richer. Today, much of it supports operational planning. 
The next step is using it to shape the guest experience, understanding trip purpose, travel companions, and timing to fine‑tune services within what are often tight physical footprints. Applied well, data and AI can help deliver more differentiated experiences without needing significantly more space. 
CAVU: How can lounges work more closely across teams, and with airlines, to overcome internal barriers and improve outcomes? 
Rob: The airport ecosystem is full of useful data. The opportunity is collaborative: when airports, airlines, and commercial partners share insight appropriately, decisions become more joined‑up, communication to passengers improves, and experiences can be more personalised. Revenue matters, of course, but clarity about what to expect and a smoother journey tend to benefit everyone.
<h2 aria-level="2">Join the conversation at the World Aviation Festival </h2>
Rob will be exploring these themes and more during his panel discussion on non-aeronautical revenue at the World Aviation Festival. 
To continue the conversation and discover how we can help transform your airport&#8217;s commercial operations, visit us at our stand during the event. 
Our team will be on hand to discuss tailored solutions for lounge operations, pre-booking platforms, and data-driven passenger experience strategies that drive both revenue growth and customer satisfaction. 
<a href="https://signup.ca.vu">Sign up for our newsletter,</a> keep up with the latest industry updates and get insights to support your non-aeronautical growth.

Rob Hassard, Head of Growth – Experiences at CAVU, shares insights on non-aeronautical revenue challenges, as well as key growth opportunities.

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