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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.

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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Unlocking non-aeronautical revenue: Common challenges and future opportunities

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

At CAVU, our mission is to create solutions that deliver measurable value for our customers and meaningful improvements for their passengers. 
The most effective way to achieve this is by building our roadmap hand-in-hand with the people who use our products and services every day. That’s why our Customer Advisory Board (CAB) is a cornerstone of our approach. 
Last month, we concluded our latest series of CAB sessions, bringing together a diverse group of airport leaders, operators, and innovators from across our customer network. These sessions provide an opportunity to share updates while also serving as a forum for honest conversation, constructive challenge, and collaborative problem-solving. The ideas and feedback we receive directly shape the direction of our business. 
Martin Jones, CAVU CEO, outlined why CAB matters to us and the benefit it brings our customers: 
<blockquote>Feedback gathered during our Customer Advisory Board is invaluable, but there&#8217;s to it than that. It provides a basis to develop a genuine partnership with our customers, ensuring we’re listening, learning, and building solutions that make a real difference. 
By understanding our customers’ challenges and ambitions first-hand, we can prioritise developments that deliver real value and provide tangible support moving forward.</blockquote>
While our teams bring expertise in technology, data, and commercial strategy, it is our customers who understand the day-to-day realities of airport operations, evolving passenger expectations, and local market dynamics. Their insight helps us focus on developments that will have the greatest impact. 
The CAB delivers invaluable first-hand insight. Hearing directly from customers ensures our solutions remain relevant, while bringing together diverse viewpoints helps us uncover opportunities and avoid blind spots. Every piece of feedback is reviewed, prioritised, and translated into actionable development plans. 
These sessions help us to: 
<ul>
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</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" data-aria-posinset="2" data-aria-level="1">Prioritise enhancements with the biggest operational and commercial impact </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" data-aria-posinset="3" data-aria-level="1">Validate new concepts before committing to full development </li>
</ul>
This approach ensures our roadmap reflects the needs, challenges, and ambitions of our customers, rather than internal assumptions. 
Joel Godfrey, Digital Product Director at CAVU, shared his thoughts on the key role CAB plays in shaping our product strategy and development: 
<blockquote>Spending time with our clients, face-to-face, working through common challenges our customers face and opportunities to create a better, more connected trip in future is invaluable. 
It can be too easy to think you&#8217;re onto the next great thing &#8211; having the opportunity to stress test our roadmap and the freedom to collaborate on new ideas helps us be confident that what we&#8217;re building genuinely helps make travel seamless and enjoyable for everyone.</blockquote>
Over the coming months, we will translate that feedback into product improvements and new capabilities that deliver benefits for our customers and their passengers. 
We&#8217;re grateful to every member of the Customer Advisory Board for their time, expertise, and input. Together, we are shaping solutions that will define the future of airport experiences, and we look forward to continuing the conversation at our next CAB. 
<a href="https://signup.ca.vu">Sign up for our monthly newsletter</a> to access the latest CAVU updates, industry expertise, and ongoing updates about our product roadmap.

Learn how our annual Customer Advisory Board (CAB) plays a pivotal role in shaping our product roadmap at CAVU and how it benefits our customers. 

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How our Customer Advisory Board guides our roadmap

As passenger volumes continue to rise, airports are under increasing pressure to grow, not just by scaling their footprint, but by getting smarter about how they operate.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For car park owners and operators, that means exploring new ways to maximise value from existing infrastructure, tap into passenger behaviour, and deliver the right products at the right price.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Whether your airport is established or a smaller regional hub, expansion doesn’t necessarily equate to making the site bigger. Often, the real opportunity lies in better commercial strategy, particularly around pricing, product segmentation, and customer data.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
In this article, we’ll share five tips for exploring practical ways your airport car park can grow profitably, sustainably, and in line with passenger expectations.

<h2>1) Use pricing as a strategic growth tool</h2>
For many airports, legacy pricing models are holding back commercial performance. A one-size-fits-all approach may feel easy to manage, but it rarely reflects diverse passenger needs.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Fixed pricing often leads to underperformance across key segments, i.e. short-stay parking may seem attractively priced but generate lower transaction value, while long-stay options can become prohibitively expensive and discourage bookings.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Smarter pricing unlocks smarter growth. Introducing dynamic elements, such as peak-time uplifts, helps match demand with value and makes better use of capacity. It also creates a foundation for longer-term strategy, allowing airports to optimise by season, stay duration, or lead time.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Many smaller airports lift their drive-up pricing structure and apply it online. But without adapting that strategy to digital behaviour, it’s a missed opportunity. Static pricing doesn’t differentiate between business and leisure travellers, short and long stays, or varying levels of price sensitivity, all of which are key to driving performance.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<h2>2) Let customer data guide your decisions<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:281,&quot;335559739&quot;:281,&quot;335559740&quot;:360}"> </h2>
Data is critical to any airport’s commercial growth, and pricing is no exception. Yet many operators rely solely on transaction data, which tells only part of the story.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
To build a complete picture, you also need to understand what passengers are doing before they convert. Are they viewing a price and dropping off? Are they clicking through but abandoning at checkout?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
This behavioural insight is where real optimisation starts. Layering CRM and website engagement data onto transactional trends allows you to build a comprehensive view of customer intent. If thousands of people are seeing a price but only a handful are booking, it’s a strong signal that something needs to change.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
The impact of using customer data well can be significant. Airports that act on this insight see stronger commercial returns, better conversion rates, and a clear uptick in modal share, with more passengers choosing parking over alternative transport options. It also unlocks more effective cross-selling and upselling opportunities, because you understand what people are likely to need next.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}">

<h2>3) Start small and scale confidently<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:281,&quot;335559739&quot;:281,&quot;335559740&quot;:360}"> </h2>
Expanding your car park business doesn’t mean implementing sweeping changes overnight. For many airports, especially those early in their digital maturity, gradual improvements are the most effective and manageable route to growth.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Introducing small dynamic pricing features, such as uplift during peak periods, gives you a chance to test customer sensitivity and gather insight before rolling out more advanced optimisation. This also reduces internal pressure, as teams aren’t overwhelmed, and customers aren’t disoriented by a complete overhaul of the booking experience.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
This step-by-step approach is especially valuable when you’re building up a data set. Most smaller airports start with limited insight, so beginning with manageable changes allows time to collect and interpret the right information before scaling.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
<h2>4) Match the appropriate customer with the right product<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:281,&quot;335559739&quot;:281,&quot;335559740&quot;:360}"> </h2>
Your car park products may be fixed, but your customer types aren’t. Matching people to the right product and pricing accordingly is a powerful way to increase revenue without increasing footprint. That requires clear product segmentation based on trip type, price sensitivity, and length of stay.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For instance, business travellers on short trips may be willing to pay a premium for convenience, while long-stay leisure travellers are likely to seek out the best value option. Understanding and pricing for these distinct segments not only improves the customer experience, but it also helps airports optimise revenue across their entire portfolio.
Airports often make the common mistake of opening economy car parks to short-stay passengers to fill space. While that may boost short-term occupancy, it increases operational costs without lifting overall revenue. Over time, it also dilutes the appeal of those products to long-stay customers, who would otherwise deliver higher transaction values.<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;:360}"> 
By aligning product access and pricing with passenger intent, airports can serve each segment more effectively and avoid missed revenue opportunities.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}">

<h2>5) Invest in the right tools to enable 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;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:281,&quot;335559739&quot;:281,&quot;335559740&quot;:360}"> </h2>
Optimising your commercial strategy isn’t just about having the right ideas; it’s about having the right tools to act on them. That includes pricing platforms that allow for dynamic testing, segmentation, and real-time adjustments, as well as data systems that can ingest and analyse behavioural trends at scale.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For airports looking to future-proof their operations, early investment in these systems is key. The sooner you start collecting and using customer data, the more impact you can make, from better price testing to more personalised offers. And over time, that enables smoother operations during peak periods, more targeted marketing, and stronger long-term planning.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Understanding expected modal share and evolving ground transport trends is another crucial factor. Without this insight, airports risk making pricing and capacity decisions based on outdated assumptions, which can impact everything from layout planning to service levels.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
For many airport operators, the biggest gains come from using what you already have more effectively and aligning it more closely with passenger needs.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
By embracing data, investing in smarter pricing, and tailoring your products to the way people travel, you can grow both revenue and customer loyalty. And by making changes gradually and strategically, even smaller airports can future-proof their parking operations in a way that feels manageable and sustainable.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
The more clearly you understand demand, and the more confidently you can respond to it, the stronger your commercial outcomes will be.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}">

Explore five tips for exploring practical ways your airport car park can grow profitably, sustainably, and in line with passenger expectations

Pexels K Howard 94471 2220292

Five business expansion tips for airport car park owners and operators

Airports around the world are facing increasing pressure to <a href="https://ca.vu/insights/non-aeronautical-revenue-what-it-is-why-its-essential-and-how-it-boosts-airports-earnings/">increase non-aeronautical revenue</a>, <a href="https://ca.vu/insights/personalised-travel/">personalise the passenger experience</a>, offer <a href="https://ca.vu/insights/how-are-premium-services-improving-the-passenger-experience/">premium services for customers</a>, all without dramatically increasing costs. 
One solution that delivers across all fronts is product bundling. 
<h2 aria-level="2">What is product bundling? </h2>
Product bundling is a proven commercial strategy that allows airports to package multiple services into a single, more attractive offer, often at a discount or with added value. 
The key idea is simple: instead of offering products separately, you combine them in a way that’s more convenient, better value, or more relevant to the customer’s journey.  
Product bundling is beneficial because it helps customers make faster decisions, increases exposure to lesser-known services, and provides a more seamless, joined-up travel experience. 
<h2 aria-level="2">Types of product bundling </h2>
Your airport can benefit from a range of product bundling strategies, depending on the services available and the goals you&#8217;re trying to achieve. 
&nbsp;
<img loading="lazy" decoding="async" class="aligncenter size-large wp-image-1798" src="https://cavuwp.wpengine.com/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-933x1024.png" alt="" width="933" height="1024" srcset="https://ca.vu/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-933x1024.png 933w, https://ca.vu/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-273x300.png 273w, https://ca.vu/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-768x843.png 768w, https://ca.vu/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-1399x1536.png 1399w, https://ca.vu/wp-content/uploads/2025/07/Artboard-1Product-Bundling-3-1-1-1865x2048.png 1865w" sizes="auto, (max-width: 933px) 100vw, 933px" />

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

<h2 aria-level="2">Examples of product bundling </h2>
Here’s how product bundling could play out in practice across different airport touchpoints: 
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="1" data-aria-level="1">Pre-booking parking and fast-track 
Offer secure on-site parking with fast-track security as a premium travel bundle for time-conscious passengers. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">Lounge access and food &amp; beverage credit 
Combine lounge entry with a retail or restaurant voucher to drive spend across terminal concessions. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">Retail voucher and baggage add-on 
Provide a travel essentials bundle for budget passengers that includes baggage upgrades and duty-free incentives. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="4" data-aria-level="1">Family travel package 
Offer families a package with priority boarding, free kids’ meals in the terminal and discounted parking to streamline their journey. </li>
</ul>
<ul>
<li data-leveltext="" data-font="Symbol" data-listid="2" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="5" data-aria-level="1">Business travel bundle 
Create a premium package that includes valet parking, lounge access, and loyalty points, ideal for frequent flyers. </li>
</ul>
Product bundles don’t just drive revenue they also improve the passenger experience by removing friction, highlighting relevant services, and providing greater choice. 
<h2 aria-level="2">Product bundling best practices for airports </h2>
To maximise the effectiveness of product bundling, you should follow these best practices: 
<h3 aria-level="3">Align bundles with passenger requirements</h3>
Understand your passenger segments and tailor bundles accordingly. For example, business travellers value convenience and speed, while families prioritise comfort and kid-friendly services. 
<h3 aria-level="3">Make it easy to understand </h3>
Name bundles, keep components simple, and highlight benefits so customers quickly grasp the value. 
<h3 aria-level="3">Offer bundles at the right moment </h3>
Product bundling needs to be used when your customers are most likely to buy, such as during parking searches, online check-in, or pre-travel communications. 
<h3 aria-level="3">Use urgency and limited-time offers </h3>
Promote seasonal or limited-availability bundles to encourage quick decisions, e.g., “Summer Getaway Package” or “Exclusive Holiday Deal.” 
<h3 aria-level="3">Test and optimise </h3>
Measure bundle performance through <a href="https://www.optimizely.com/optimization-glossary/ab-testing/">A/B testing</a> and data analytics. Refine pricing, components, and presentation based on what drives conversions. 
<h3 aria-level="3">Optimise bundles for mobile devices </h3>
Ensure bundles are easy to browse and book on mobile devices, considering the growing trend of travellers using smartphones. 
<h3 aria-level="3">Promote across channels </h3>
Advertise bundles not just on booking platforms but also on your airport’s website, email newsletters, app notifications, and in-terminal signage. 
<h3 aria-level="3">Integrate with loyalty programmes </h3>
Reward bundle purchases with loyalty points or exclusive member-only offers to deepen passenger engagement and repeat business. 
<h2 aria-level="2">Drive revenue with propel™&#8217;s product bundling capabilities </h2>
<a href="https://ca.vu/platform/">propel™</a> makes it easy for your airport to create, manage and optimise product bundling strategies that drive more value from every passenger interaction. 
Connect your products and services, including parking, lounges and FastTrack, and get the flexibility to package them together in ways that suit both your commercial goals and your customers’ needs. 
<a href="https://ca.vu/platform/">propel™</a> is built as a flexible, product-agnostic Marketplace. You can expand your offering beyond owned services to include third-party products, without compromising the customer experience, as explained by Joel Godfrey, Digital Product Director at CAVU: 
“Because <a href="https://ca.vu/platform/">propel™</a> is product agnostic, this means an airport can choose to only sell products they own, or they can decide to increase their revenue by also selling other products from the Marketplace, such as eSIMs, Travel Insurance or Car Rental. 
“The Single Basket facilitates this seamlessly, ensuring the customer stays within the airport’s digital ecosystem even when they buy from other vendors. The customer sees a single checkout and pays once in their local currency with their preferred payment method. Commissions earned and owed to different suppliers and partners are calculated in the background, even where products are sourced from different countries in different currencies.” 
<a href="https://ca.vu/get-in-touch/">Get in touch today</a> and discover how <a href="https://ca.vu/platform/">propel™</a> gives you the tools to build better bundles and turn them into results.

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

Product Bundling

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

Today’s travellers expect more from the airport experience, seeking comfort, <a href="https://ca.vu/insights/connected-travel-and-personalisation-in-the-passenger-journey/">connected, personalised travel</a>, and simplicity, as well as efficiency. 
In response, airports are pivoting to meet <a href="https://ca.vu/insights/airport-experiences-consumer-needs/">consumer expectations</a>, becoming experience-led spaces catering to a broader range of needs and expectations. 
Premium services and personalisation are at the heart of this transformation, and in this article, Heidi Stancliffe, Head of Product, Strategy &amp; Bids at CAVU, shares how such approaches are transforming the journey and paving the way for increased revenue and loyalty.
<h2 aria-level="2">Designing premium experiences for the modern traveller </h2>
Premium lounges and bespoke services are no longer exclusive to business class flyers. 
Today’s travellers expect more choice, comfort, and control, no matter their cabin or carrier. As Heidi explains, CAVU is helping airports reimagine premium services to meet these rising expectations. 
CAVU: How are premium lounges like Escape evolving to meet modern traveller expectations? 
Heidi: “Once reserved for first and business class passengers, access to premium lounges is now becoming the norm for many travellers, regardless of airline or class of travel. Escape Lounges, with their excellent amenities and inclusive food and drink, offer a retreat from the hustle and bustle of the terminal. 
&#8220;As Escape Lounges marks its fifteenth year, we’re continuing to evolve our offering to reflect the needs of today’s travellers, improving comfort, choice, and the overall experience at every step of the journey.
&#8220;Escape Lounges provide a calm retreat where travellers can recharge before their flights, with locally inspired dishes, barista-style coffee, and various alcoholic beverages. Whether passengers want to catch up on work or unwind before flying, they offer a space to relax.
&#8220;And with traveller expectations continuing to evolve, so too does the Escape Lounges experience.
&#8220;At CAVU, we’re rethinking what’s possible in the lounge space, exploring new ways to bring greater comfort, style, and flexibility to the airport journey. The aim is to make time at the airport feel more intuitive, elevated, and aligned with what modern travellers value most.&#8221;
CAVU: How do premium services, such as aether, enhance passenger satisfaction and increase non-aeronautical revenue? 
Heidi: “CAVU recently launched <a href="https://experienceaether.com/">aether, The Private Terminal exclusively at Manchester Airport</a>. 
“Whether it’s the beginning or end of your journey, every aspect of the airport terminal has been reimagined to deliver an experience that is uncomplicated, seamless, and enjoyable. 
“From a dining experience by Adam Reid, to panoramic views of the airport runway, tranquillity is at the heart of our service and felt in every aspect of your experience. 
“Our dedicated team will take care of every detail of your journey, from private check-in, security and Passport Control, through to chauffeur-driven cars to take you to or from your gate. 
“From lounges within the main terminal through to the full private terminal treatment, premium services offer customers the choice to customise their journey, creating better travel experiences. 
“Differentiated services not only cater to different demographic groups, but different products may suit the same customer depending on the occasion and reason for travel. For example, a business day trip, weekend getaway or family holiday each comes with different needs and requirements. 
“aether offers Express packages, including private security/Passport Control and a chauffeur gate transfer, suitable for guests wishing to depart or arrive quickly and comfortably. Inclusive packages, which include lounge access and fine dining, suit special occasions and guests wishing to make the most of their experience. 
“Premium services both offer choice, meeting the needs of different customers and occasions and contributing to passenger satisfaction, and create additional sources of <a href="https://ca.vu/insights/non-aeronautical-revenue-what-it-is-why-its-essential-and-how-it-boosts-airports-earnings/">non-aeronautical revenue</a> for airports.”

<h2 aria-level="2">The commercial opportunity in connected travel </h2>
Personalisation isn’t just good for the passenger, it’s good for business. 
By offering travellers the right offers at the right time, airports can capture a greater share of spend while improving the travel experience. Heidi explains how a connected approach to travel supports smarter monetisation strategies. 
CAVU: How can premium experiences be better monetised through a connected travel ecosystem? 
Heidi: &#8220;Research shows that consumers will typically follow the same series of steps in their travel booking journey, beginning with inspiration and ideation, before progressing into more detailed research, considering options and finally making a purchase. 
“Most consumers start with flights followed by accommodation, with other products and services, such as transfers, activities and excursions, airport parking and lounges, and insurance, following in order of size and priority. 
“One of the benefits of a connected travel ecosystem is the opportunity to increase awareness of ancillary products and services. Introducing customers to new products and services and/or doing so earlier in the booking journey, provides opportunities to cross and upsell and gain a greater share of the passenger wallet.&#8221; 
<h2 aria-level="2">Equip your airport for the modern traveller </h2>
Modern passengers demand experiences that feel seamless, personalised, and connected from start to finish and to deliver on these expectations, airports need a platform that provides the basis to bring them all together.
<a href="https://ca.vu/platform/">propel™</a> has been purpose-built to drive growth, increase revenue and deliver a seamless booking experience for your customers
<a href="https://ca.vu/platform/">Book your demo today</a> and deliver smarter, more engaging experiences for your passengers.

Heidi Stancliffe, Head of Product, Strategy & Bids at CAVU, shares how premium services and personalisation are transforming the passenger journey and paving the way for increased revenue and loyalty.

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