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The festive season fundamentally reshapes demand across every airport. Passenger behaviour shifts, booking patterns become less predictable, and dwell times fluctuate in ways that don&#8217;t follow the usual trends. For airport operators, this seasonal complexity creates both significant challenges and untapped opportunities. 
The scale of the festive travel surge is substantial. The Transportation Security Administration (TSA) screened nearly 39 million passengers between 19 December and 2 January in the 2024-25 period, marking the agency&#8217;s busiest end-of-year travel period on record. This represents a significant opportunity for airport parking revenue, with parking representing approximately 37% of all <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> generated within North American airports in 2021, according to Airports Council International. 
While many airports rely on the same pricing structures year-round, the festive period demands a more sophisticated approach. The difference between <a href="https://ca.vu/insights/the-hidden-cost-of-flat-pricing-and-how-dynamic-pricing-helps/">flat pricing</a> and <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">dynamic, demand-responsive pricing</a> can mean the difference between maximising your second-largest revenue stream and leaving substantial money on the table. 
Here are five practical ways to strengthen your parking revenue strategy during the festive period.

<h3>1) Use real-time price adjustments based on booking volume</h3>
Booking behaviour becomes inconsistent in December, with some airports seeing uplifts of 20-35% in booking volume week-on-week. This kind of volatility makes static pricing ineffective at best and revenue-limiting at worst. Traditional approaches that rely on fixed rate cards can&#8217;t respond to the rapid demand fluctuations at this time of year. 
For the 2024 holiday season, the TSA expected a 6.2% increase over the previous year&#8217;s crowds, but this growth wasn&#8217;t evenly distributed across dates. The unpredictability of which dates will see the highest demand requires pricing systems that can adapt in real-time rather than relying on historical patterns alone. 
Research into pricing dynamics across industries shows the value of responsive pricing. When American Airlines first used revenue management and dynamic pricing systems in 1985, the result led to income increases of more than 14% and profit increases of 48% in the first year. 
Start by monitoring your booking pace daily rather than weekly. Set up alerts when booking numbers for specific dates exceeds historical norms by 15% or more; this is your signal to review pricing. Don&#8217;t wait for weekly revenue meetings to make adjustments. 
Create pricing rules that automatically increase rates when your booking velocity indicates strong demand. For example, if you&#8217;re seeing bookings for Christmas Eve at 130% of last year&#8217;s pace and you&#8217;re already at 60% capacity, your pricing should reflect that scarcity immediately, not three days later when you review your weekly reports. 
Conversely, establish triggers to soften pricing when bookings are tracking below expectations. If Boxing Day departures are only achieving 70% of the anticipated volume two weeks out, that&#8217;s when you need to become more competitive to drive volume before the window closes. 
The key is building responsiveness into your pricing workflow. This doesn&#8217;t require sophisticated software to start; even a spreadsheet tracking daily bookings against targets can tell you when to act. The critical shift is moving from scheduled pricing reviews to continuous monitoring and rapid response.

<h3>2) Reduce your pricing review cycles</h3>
Many airports still operate on weekly or even monthly pricing cycles, adjusting rates based on broad seasonal patterns. However, during the festive period, this approach limits your revenue and profitability. 
Airports using shorter pricing cycles can unlock between 5-10% incremental revenue by reacting earlier to shifts in the booking curve. Arthur D. Little research indicates that yield management systems in combination with early reservation discounts can increase parking revenues by 6% to 8% yearly while optimising capacity utilisation. 
Reduce your pricing review frequency from weekly to every 2-3 days during the peak festive booking window (typically mid-November through early December for Christmas travel). This doesn&#8217;t mean changing prices constantly; rather, it means having the visibility to make informed decisions more frequently. 
Set up a simple daily dashboard that shows: 
<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">Bookings in the last 24 hours vs. the same day last year </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">Current occupancy vs. expected occupancy for each travel date </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">Competitive pricing positions (if you monitor competitors) </li>
</ul>
Schedule brief pricing reviews every 48 hours, where you ask three questions: 
<ol>
<li aria-setsize="-1" data-leveltext="%1." data-font="Aptos" data-listid="2" data-list-defn-props="{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" data-aria-posinset="1" data-aria-level="1">Are we tracking ahead or behind the forecast for each major travel date? </li>
<li aria-setsize="-1" data-leveltext="%1." data-font="Aptos" data-listid="2" data-list-defn-props="{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" data-aria-posinset="1" data-aria-level="1">Have any significant booking pattern changes emerged in the last two days? </li>
<li aria-setsize="-1" data-leveltext="%1." data-font="Aptos" data-listid="2" data-list-defn-props="{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" data-aria-posinset="1" data-aria-level="1">Do any prices need adjustment based on this data? </li>
</ol>
This approach allows you to catch demand shifts early. If you notice on Monday that bookings for the 23rd December suddenly accelerated over the weekend, you can adjust Tuesday morning pricing rather than waiting until Friday&#8217;s weekly review.

<h3>3) Identify and price your early-booking window separately</h3>
Festive travellers book earlier, and pre-book conversions rise by up to 40% in the run-up to Christmas. According to Google Flights data, US travellers who book domestic Christmas trips score the lowest prices 58 days before departure, with the low-price range between 36 and 72 days out. 
Recent surveys showed that 45% of American adults intended to travel for Christmas, Hanukkah, or Kwanzaa, representing nearly 117 million people. The majority of these travellers begin their planning well in advance, creating distinct early-booking windows that savvy airports can use. 
Map your historical booking curve for the past 2-3 years to identify exactly when festive bookings begin accelerating. Look for the point where booking volume starts climbing noticeably above baseline; this is typically 60-90 days before Christmas. 
Create a distinct pricing strategy for this early window. Rather than offering the same rates you&#8217;ll have closer to departure, hold firmer pricing when you first open bookings. Early bookers are planning because they value certainty, not necessarily because they&#8217;re hunting for the absolute lowest price. 
For example, if you typically open bookings 120 days out, consider pricing the 120-90-day window at 5-10% above your standard advance rates. These passengers are committing early to secure their preferred dates and product and less price-sensitive than the market booking 30 days out. 
Then create a clear pricing path for the remaining windows: 
<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="1" data-aria-level="1">90-60 days out: Standard advance purchase rates (your competitive positioning) </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="2" data-aria-level="1">60-30 days out: Slightly elevated rates as travel dates approach and urgency increases </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">30-7 days out: Premium pricing reflecting late booking behaviour </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="4" data-aria-level="1">7 days and under: Maximum pricing for last-minute demand </li>
</ul>
Track conversion rates by booking window. If your early window conversion drops below 60% of your 60-30-day window, you may be overpricing. If it&#8217;s above 90%, you&#8217;re likely leaving money on the table with passengers who would have paid more.

<h3>4) Build length-of-stay pricing curves that reflect festive behaviour</h3>
Dwell times often increase by 12-18% during December as passengers extend their stays for family visits and holiday trips. Airport Council International&#8217;s 2019 reports indicated that car parking revenue accounts for approximately 20.1% of the total ancillary revenue of an airport, with smaller airports seeing parking provide 41% of landside revenues. 
This makes length-of-stay optimisation essential for maximising one of the airport&#8217;s most significant revenue streams. 
Analyse your parking stays from last December and identify the typical length-of-stay distribution. You&#8217;ll likely find a different pattern than your annual average; more 7-14 day stays, fewer 2-3 day stays. 
With this in mind, build a festive-specific length-of-stay pricing curve. Most airports use simple daily rates with linear or near-linear accumulation (day 1 = £X, day 2 = £2X, etc.). During the festive period, flatten this curve for longer stays. 
Here&#8217;s a practical approach: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="4" 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">Calculate your average revenue per space per day for December last year </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="4" 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">Design your rates so that 7-10 day stays generate at or above this average </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="4" 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">Offer minimal discounting beyond 7 days (perhaps 5-10% maximum) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="4" 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">Front-load pricing in the first 3-4 days, then flatten the curve </li>
</ul>
For example, instead of charging £15/day consistently: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Days 1-2: £18/day (£36 total) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Days 3-4: £16/day (£32 for these two days, £68 total) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Days 5-7: £14/day (£42 for these three days, £110 total) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Days 8+: £13/day (ongoing) </li>
</ul>
This structure generates £110 for a week vs. £105 with flat £15 daily rates, while still offering better value for longer stays (14 days = £201 vs. £210). 
The key takeaway? During the festive period, when longer stays naturally dominate, reduce your length-of-stay discounting. You don&#8217;t need to incentivise behaviour that&#8217;s already happening. Save aggressive length-of-stay discounts for shoulder periods when you&#8217;re trying to encourage longer stays to improve occupancy.

<h3>5) Audit and align your channel pricing</h3>
Airports that combine pre-book, drive-up, and partner channels typically see a 15-25% uplift in total parking revenue. Revenues from airport parking typically represent between 5% and 15% of total airport revenue and up to 30% of non-aeronautical revenues. Channel leakage during the busy festive period can therefore have significant impacts on overall airport financial performance. 
When channels aren&#8217;t aligned, you create pricing inconsistencies that lead to revenue leakage and reduce overall yield. This problem intensifies during the festive season when passengers are comparison shopping more actively. 
Create a channel pricing matrix that you review every 2-3 days during the festive period. List all your channels (direct web, phone bookings, partner sites, aggregators, drive-up) and the current rates for key travel dates. 
Establish clear relationships between channels: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Drive-up should be your price ceiling (highest rates) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Direct online pre-book should sit 20-30% below drive-up </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Partner channels should be 5-15% below direct (reflecting their commission but maintaining value) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Aggregators should be priced in line with partners or slightly higher </li>
</ul>
During each review, check for inconsistencies. Common issues to watch: 
<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="1" data-aria-level="1">Partner rates that undercut your direct online rates (channel cannibalisation) </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="2" data-aria-level="1">Drive-up rates so high that they create abandonment (monitor your gate turn-away data) </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">Aggregator pricing that&#8217;s better than direct (margin leakage) </li>
</ul>
If you find a channel out of alignment, correct it immediately. For example, if a partner site is showing £80 for Christmas week parking while your direct site shows £95, but you intended a 15% differential, adjust the partner rate to £81 (£95 minus 15%) for new bookings. 
Also audit your drive-up vs. pre-book relationship weekly. Calculate your drive-up conversion rate (cars that arrive vs. cars that turn away). If it drops below 85%, your drive-up premium may be too high. If it&#8217;s above 95%, you&#8217;re likely not capturing enough last-minute premium. 
The goal isn&#8217;t identical pricing across channels, it&#8217;s coherent pricing that maximises total revenue while serving each channel&#8217;s purpose effectively.

<h3 aria-level="2">Turn seasonal demand into stronger commercial outcomes</h3>
The festive season doesn&#8217;t have to be a guessing game. With the right approach to pricing, you can turn seasonal complexity into clearer revenue opportunities, stronger pricing decisions, and more predictable commercial outcomes. 
The airports that succeed during the festive period aren&#8217;t simply those with the most capacity or the best locations; they&#8217;re the ones with pricing strategies sophisticated enough to capture the full value of seasonal demand. They recognise that the festive period requires a fundamentally different approach to pricing, one that embraces volatility rather than trying to smooth it away with static rate cards. 
This means moving from reactive to proactive pricing, from gut instinct to data-driven decision-making, and from channel silos to unified commercial strategy. It means treating pricing as a strategic capability rather than an operational task, investing in the tools and platforms that enable dynamic, demand-responsive pricing at scale. 
The commercial opportunity is significant. Given that airport parking activities typically generate substantial operational margins and cash flow due to relatively low capital and operational expenditures, optimising pricing during the busiest travel period of the year can have an outsized impact on overall airport profitability.

<h2 aria-level="2">Get invaluable pricing expertise with our free guide </h2>
Download our free guide: <a href="https://signup.ca.vu/pricing-guide-signup/">Why Your Pricing Strategy Is Costing You Revenue (and What to Do About It)</a> and learn more about building a pricing strategy that works harder for your business. 
You&#8217;ll discover how to: 
<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">Identify hidden revenue gaps – Spot where static pricing is limiting growth and online conversion across all seasons, not just peak periods </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">Apply smarter pricing models – Use dynamic rules and segmentation to align price with demand throughout the booking curve </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">Build a scalable framework – Create a pricing structure that flexes with seasonality and passenger behaviour without requiring constant manual intervention </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">Capture quick wins – Implement simple changes that deliver measurable uplift in the short term while building toward longer-term transformation </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="5" data-aria-level="1">Drive long-term growth – Turn pricing from an operational task into a strategic advantage that compounds over time </li>
</ul>
The guide provides expert-led guidance on moving from reactive to revenue-driving pricing with practical frameworks you can apply right away. Whether you&#8217;re just beginning to explore dynamic pricing or looking to optimise an existing strategy, you&#8217;ll find actionable insights that can improve your commercial performance. 
Don&#8217;t let outdated pricing hold your revenue back.
<a href="https://signup.ca.vu/pricing-guide-signup/">Get your copy now</a> and start maximising every parking opportunity, during the festive season and beyond.

Discover five invaluable tips to support your airport's pricing strategy this holiday season. 

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Five festive pricing tips your airport can’t afford to overlook

The holiday season represents the highest-stakes period in airport parking. Demand surges, passengers are price-sensitive yet anxious about availability, and every decision you make about pricing and capacity has an immediate, visible impact on your bottom line. 
Yet many airports approach this critical period with the same strategy they use year-round: static pricing, limited online booking capabilities, and a hope that drive-up traffic will fill the gaps. It&#8217;s a strategy that leaves significant revenue on the table precisely when you can least afford to do so. 
The airports getting it right this holiday season aren&#8217;t just offering pre-booking as an option. They&#8217;re building their entire holiday parking strategy around it, using pre-booking as the engine that drives better pricing, smoother operations, and stronger revenue performance. 
Here&#8217;s why pre-booking matters more during the holidays than at any other time of year, and how you can make it work for your operation.

<h2 aria-level="2">Why usual parking strategies can fall short during the holidays </h2>
Holiday travel creates a perfect storm of parking challenges that expose the weaknesses of traditional, drive-up-focused operations.<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;:299,&quot;335559739&quot;:299,&quot;335559740&quot;:279}"> 
Demand becomes wildly unpredictable. You know the holiday period will be busy, but without bookings, you can&#8217;t distinguish between &#8220;very busy&#8221; and &#8220;completely sold out&#8221; until passengers start arriving. This makes staffing decisions difficult, creates potential safety issues when facilities overflow, and leads to frustrated passengers who arrive to find no available spaces. 
Price sensitivity peaks alongside willingness to pay. Holiday travellers are budget-conscious; they&#8217;re spending on gifts, travel, and accommodation. Yet they&#8217;re also desperate for convenience and certainty. This creates a complex pricing environment where you need to balance competitive rates with demand-based pricing, a task that static pricing can’t achieve. 
Operational strain intensifies. Holiday periods test your systems, staff, and processes in ways normal operations don&#8217;t. Without visibility into demand, you&#8217;re either overstaffed and burning budget or understaffed and creating service failures. Neither scenario is acceptable during your busiest revenue period. 
Competition increases from off-site operators. Third-party parking providers become more aggressive during holidays, often undercutting airport rates or offering enhanced services. Without a strong pre-booking value proposition, you&#8217;re vulnerable to losing market share when it matters most.
The airports that succeed during the holidays recognise these challenges early and build strategies specifically designed to address them. The sooner you realise that pre-booking is the solution, and not a part of the solution, the better.

<h2 aria-level="2">Why is pre-booking useful during the holiday rush? </h2>
When you implement pre-booking effectively, it transforms how you manage holiday parking demand. Here&#8217;s what changes: 
You gain predictability in an unpredictable period. Every pre-booking gives you advance visibility into demand patterns. You can see peak arrival and departure days, popular product types, and booking velocity. This data allows you to make informed decisions about pricing, capacity allocation, and resource deployment days or weeks in advance rather than reacting in real-time. 
You can optimise pricing dynamically. With pre-booking data, you can implement demand-based pricing that maximises revenue, rewarding early bookers. As capacity fills and departure dates approach, rates adjust upward to reflect scarcity. This approach captures willingness to pay across different passenger segments while ensuring you&#8217;re not leaving money on the table during peak periods. 
Your operational efficiency improves dramatically. When you know in advance that December 20th will have 800 arrivals and December 27th will have 900 departures, you can staff accordingly. You can plan shuttle schedules, prepare overflow areas if needed, and communicate proactively with passengers. The chaos of &#8220;surprise&#8221; demand disappears. 
You create competitive advantages. Pre-booking allows you to offer guarantees that drive-up facilities can&#8217;t match: guaranteed space, locked-in pricing, faster entry and exit, and the peace of mind that comes from having one less thing to worry about during holiday travel. These benefits resonate strongly with holiday travellers and help you compete effectively against off-site operators. 
Your revenue per space increases. According to management consulting firm Arthur D. Little, implementing yield management systems alongside early reservation discounts can increase revenues by 6% to 8% annually. During the high-volume holiday period, even modest percentage improvements translate to substantial absolute revenue gains. 
The key is recognising that these benefits don&#8217;t happen automatically. They require deliberate strategy and the right technology foundation.

<h2 aria-level="2">Five ways airports are using pre-book during the holidays</h2>
The airports that thrive during the holidays share common approaches to pre-booking.  
Here&#8217;s what they do differently:
<h3>1. Holiday campaigns are launched early</h3>
The best-performing airports don&#8217;t wait until December to promote holiday parking. They begin marketing pre-booking options in October, targeting passengers who are planning holiday travel. Early campaigns create awareness, establish the value proposition, and begin capturing bookings while passengers are still in planning mode rather than panic mode. 
These campaigns emphasise the dual benefits of pre-booking: better rates for early commitment and guaranteed availability during the busiest travel period of the year. The messaging is clear, the booking process is frictionless, and the value is immediately apparent.
<h3>2. Tiered pricing capture different segments</h3>
Smart airports recognise that holiday travellers aren&#8217;t the same. Some book flights six months in advance. Others wait until the last minute. Some are extremely price-sensitive. Others prioritise convenience above all else. 
Tiered pricing through pre-booking allows you to serve all these segments profitably. Early bird rates capture the planners. Standard pre-book rates serve the mainstream. Last-minute pre-book rates (still better than drive-up) capture late deciders. Drive-up rates remain the highest, incentivising advance booking while still serving walk-up customers. 
This approach, supported by <a href="https://ca.vu/insights/the-hidden-cost-of-flat-pricing-and-how-dynamic-pricing-helps/">dynamic pricing</a> rules, ensures you&#8217;re maximising revenue from every customer segment without leaving capacity unused.
<h3>3. Products are bundled to increase basket size</h3>
Holiday travellers are already spending money and making decisions about their trip. This creates a perfect opportunity for you to bundle parking with other airport services, including lounges, fast-track security, and meet-and-greet services, particularly if you&#8217;re looking to increase basket size and generate more <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> through upselling and cross-selling. 
Pre-booking platforms make bundling seamless. A passenger booking parking sees relevant add-ons at the moment of purchase, when they&#8217;re already committed, and their payment information is entered. Conversion rates on bundled products are significantly higher than when you sell these services separately or on arrival. 
For airports that are still developing their commercial programmes, this represents a straightforward way to increase revenue per customer without complex new initiatives or significant operational changes.
<h3>4. Proactive communications are used proactively throughout the journey</h3>
Pre-booking creates a direct communication channel with your passengers. Smart airports use this to enhance the experience and reduce operational friction. 
Confirmation emails with clear directions and what to expect, reminder messages a few days before arrival, real-time updates if there are any service changes, and post-visit surveys to gather feedback, deliver a more <a href="https://ca.vu/insights/personalised-travel/">personalised passenger experience</a>, reinforce the value of pre-booking and improve satisfaction, and increase the likelihood passengers will pre-book again.
<h3>5. Performance is analysed consistently</h3>
Top-performing airports use <a href="https://ca.vu/insights/how-can-data-and-tech-reshape-passenger-experiences/">data-driven approaches and technology</a> to improve the passenger experience. They track conversion rates by traffic source, analyse booking windows and price sensitivity, identify which products perform best and which marketing messages resonate most strongly. 
This data becomes the foundation for continuous improvement. Each holiday season performs better than the last because lessons learned inform next year&#8217;s strategy. This is particularly valuable if you&#8217;re concerned about keeping up with technology and maximising non-aeronautical revenue; pre-booking provides both the modern platform and the revenue growth mechanism.

<h2 aria-level="2">Common concerns about holiday pre-booking </h2>
Despite the clear benefits, some airports hesitate to fully embrace pre-booking during the holidays. Your concerns are understandable but generally unfounded when systems are properly implemented. 
&#8220;What if we oversell and can&#8217;t honour bookings?&#8221; Modern pre-booking platforms include inventory management controls that prevent overselling. You set capacity limits by product type and date. The system stops accepting bookings when limits are reached and you maintain full control while gaining the benefits of advance sales. 
&#8220;Our passengers prefer drive-up and won&#8217;t change their behaviour.&#8221; Passenger behaviour follows incentives. If pre-booking offers no advantage, behaviour won&#8217;t change. But when pre-booking delivers better rates, guaranteed space, and faster processing, behaviour shifts quickly. European airports report online penetration rates exceeding 60% in mature markets by making pre-booking demonstrably better than alternatives. 
&#8220;We don&#8217;t have the staff or systems to manage pre-booking.&#8221; This concern often reflects experience with outdated or poorly designed systems. Modern platforms like Propel are specifically designed to improve your operational efficiency. Automated inventory management, integrated payment processing, and self-service customer management mean pre-booking requires less staff intervention than managing drive-up capacity in real-time. 
&#8220;We&#8217;re not ready to implement this for the upcoming holidays.&#8221; While ideal implementation takes planning, you can launch basic pre-booking capabilities relatively quickly, particularly if you&#8217;re working with experienced partners who&#8217;ve done this many times before. Even partial pre-booking adoption during the holidays can deliver meaningful results and provide learning for future seasons.

<h2 aria-level="2">What you need for a successful pre-booking approach </h2>
Successful holiday pre-booking requires three core elements: 
<h3>1. The right technology platform </h3>
You need a booking system that&#8217;s fast, mobile-optimised, and integrated with your operations. The passenger experience must be seamless; any obstacles during the booking process will prompt your customers to seek an alternative solution. The platform must also give you control over pricing, inventory, and reporting so you can manage performance actively rather than hoping for the best. 
Solutions like <a href="https://ca.vu/platform/">Propel</a> are purpose-built for airport environments, handling the specific requirements of parking operations while enabling the flexibility needed for sophisticated holiday strategies. 
<a href="https://ca.vu/platform/">Propel</a> delivers the core capabilities that make pre-booking successful: seamless booking flows that let passengers browse, book, and pay in just a few clicks; flexible pricing management that lets you sell the right products at the right prices with detailed reporting at every step; crystal-clear insights so you always know when inventory is approaching capacity or when certain products need promotion; and the ability to bundle parking with other services like lounges and fast-track security to increase basket size during high-value holiday bookings. 
<h3>2. Strategic pricing frameworks </h3>
Technology alone isn&#8217;t enough. You need pricing strategies that incentivise early booking, maximise yield during peak periods, and remain competitive throughout. This means understanding your market, analysing competitor pricing, and implementing dynamic rules that adjust rates based on demand signals and booking windows. 
If you&#8217;re struggling with revenue management or operating with limited systems, this is where expert guidance becomes valuable. The difference between good and great pricing can represent millions in annual revenue. 
<h3>3. Clear communication and marketing </h3>
Your passengers won&#8217;t pre-book if they don&#8217;t know it&#8217;s an option or don&#8217;t understand the benefits. Your holiday pre-booking campaign needs to start early, communicate clearly, and appear consistently across channels: website, email, social media, and even on-airport signage. 
Your message should emphasise both rational benefits (better rates, guaranteed space) and emotional benefits (peace of mind, one less thing to worry about during stressful holiday travel). 
If your parking strategy doesn&#8217;t centre on pre-booking, you have a decision to make. You can continue with business as usual and accept the revenue, operational, and passenger experience limitations that come with it. Or you can commit to building pre-booking capabilities that position your parking operation for sustainable success. 
The holiday season will be busy regardless. The question is whether that high demand translates to optimised revenue and satisfied passengers, or to missed opportunities, and frustrated customers who remember the experience and avoid your parking next time. 
Many airports are opting to embrace pre-booking because the data, passenger feedback, and financial results all point in the same direction: Pre-booking works. It works for revenue. It works for operations. It works for passengers. And it works especially well during the holidays when the stakes are highest.

<h2 aria-level="2">Ready to build a smarter parking strategy? </h2>
Stop leaving revenue on the table with static pricing that doesn&#8217;t respond to holiday demand. 
Our comprehensive guide, <a href="https://signup.ca.vu/pricing-guide-signup/">Why Your Pricing Strategy is Costing You Revenue (And What to Do About It)</a>, shows you exactly how to build pricing strategies that support pre-booking and maximise holiday revenue. 
Inside, you&#8217;ll discover: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" 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;}" data-aria-posinset="1" data-aria-level="1">How to identify hidden revenue gaps where static pricing is limiting your growth and online conversion </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" 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;}" data-aria-posinset="2" data-aria-level="1">Smart pricing models that use dynamic rules and segmentation to align price with demand </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" 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;}" data-aria-posinset="3" data-aria-level="1">A scalable framework that flexes with seasonality and passenger behaviour, perfect for holiday peaks </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" 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;}" data-aria-posinset="4" data-aria-level="1">Quick wins you can implement immediately to deliver measurable uplift </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="3" 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;}" data-aria-posinset="5" data-aria-level="1">How to turn pricing from an operational burden into a strategic advantage </li>
</ul>
<a href="https://signup.ca.vu/pricing-guide-signup/">Download your free guide now</a>

Learn how a pre-booking pricing strategy can boost revenue, lock in demand, smooth operations, and guarantee passengers peace of mind this holiday season.

Tord Sollie Hhi6MgjbLwQ Unsplash Min

Why pre-booking should be a key priority for your airport this holiday season

Airports across the APAC region are facing unprecedented competition for passengers and revenue. 
Changing traveller expectations, new mobility options, and the need to maximise every revenue opportunity are reshaping how airports operate. 
At FTE Asia 2025, Josh Bakhbakhi, Vice President of Growth – APAC at CAVU, will share his insights on how collaboration and commercial innovation are driving sustainable growth in the region. 
We caught up with Josh ahead of the event to explore the opportunities and challenges for airports and to hear his advice on how they can use partnerships, data, and innovation to unlock new revenue streams and improve the passenger experience. 
CAVU: You’ll be speaking at FTE Asia 2025 on collaboration and innovation in the APAC region. From your experience, why are these themes so critical for airports here today? 
Josh: Airports across the globe are facing unprecedented competition for passengers and revenue, with evolving traveller expectations and new mobility options.  
Collaboration and innovation are critical because no single stakeholder, whether an airport, airline or technology provider, can deliver growth alone. 
By working together and experimenting with new commercial models, airports can not only optimise existing assets like parking and lounges but also create entirely new revenue streams that improve the passenger experience. 
CAVU: As Vice President of Growth for APAC at CAVU, you’ve worked closely with airports and partners across the region. What shifts are you seeing in how they approach revenue generation and new business opportunities? 
Josh: I’m seeing a real shift from reactive revenue management to proactive, data-driven commercial strategies. Airports are moving beyond traditional aeronautical revenue and looking at how to monetise every touchpoint in the passenger journey. 
Pre-booking, dynamic pricing, ancillary bundles, and integrated offers with airlines or mobility providers are becoming standard tools rather than exceptions. There’s also a stronger focus on using digital platforms to understand and influence passenger behaviour before they even arrive at the terminal.<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}"> 
CAVU: Collaboration often sounds simple, but can be hard to achieve. What common obstacles have you seen in APAC and how have airports successfully overcome them? 
Josh: Collaboration can be deceptively hard. Common obstacles include siloed teams, misaligned commercial incentives, or legacy technology that doesn’t integrate easily.  
Airports that succeed tend to focus on shared KPIs and clear governance, making sure all parties see the mutual benefit. 
For example, aligning the commercial teams of the airport and technology partner around incremental revenue and passenger satisfaction creates accountability and shared motivation.

CAVU: Innovation always carries some level of risk. In your view, how can airports strike the right balance between experimenting with new ideas and protecting their core business? 
Josh: Innovation always carries risk, but it’s about measured experimentation. Successful airports run pilots in controlled segments, for example, testing dynamic parking pricing or ancillary bundles with a subset of products or at specific terminals, and use real-time analytics to monitor impact. This allows them to innovate without jeopardising core operations and scale only what works. 
CAVU: Looking ahead, where do you see the biggest untapped opportunities for APAC airports to unlock new revenue streams? 
Josh: There’s significant untapped potential in the broader mobility and ancillary ecosystem. Many airports focus on passengers who already use parking or lounges, but modal share analysis often shows that a large proportion still arrive via rideshare, taxi or public transport. 
Converting even a fraction of those passengers, or bundling services such as fast track, lounge access, and EV charging, could unlock substantial revenue. Subscription models, loyalty-linked offers, and digital-first pre-booking experiences are also under-exploited in the region. 
CAVU: Not every airport has the scale or resources of a major hub. What practical steps can smaller airports take to foster innovation and collaboration without stretching themselves too thin? 
Josh: Smaller airports may not have the scale of a major hub, but they can still innovate smartly. Start with partnerships and use technology providers and airlines to test new ideas without heavy upfront investment. 
Focus on high-impact, low-complexity initiatives, for instance, introducing pre-booking for parking, simple lounge upsells, or bundling services. Using data to understand customer behaviour and optimise existing offerings often delivers more immediate ROI than big, resource-intensive projects. 
CAVU: Without giving too much away from your session, what is the one key message you hope the FTE Asia audience will take with them? 
Josh: If there’s one thing I hope the audience takes away, it’s this: growth at airports today isn’t just about infrastructure, it’s about working together, experimenting smartly, and using digital tools to unlock revenue across every touchpoint of the passenger journey. Collaboration and innovation are no longer optional; they’re the engines for sustainable, future-proof growth. 
<h2 aria-level="2">Discover how to unlock new revenue at FTE Asia 2025 </h2>
Collaboration and innovation are essential for airports aiming to thrive in today’s competitive landscape. 
Josh’s insights show that by experimenting smartly, partnering effectively, and using data to drive commercial strategies, airports can unlock new revenue across every touchpoint of the passenger journey. 
If you’re attending FTE Asia 2025, don’t miss Josh on the panel discussion, ‘Embracing collaboration and commercial innovation to create new revenue and business opportunities.’  
You can also meet the CAVU team at Booth D9 to explore how your airport can turn smarter partnerships into profitable opportunities. 
<a href="https://signup.ca.vu/?_gl=1*oc7xkn*_ga*MTM1MTEyNDk1NC4xNzM4OTM2NzY4*_ga_QDM2BXW96D*czE3NTg4OTc1OTgkbzQyOSRnMSR0MTc1ODg5Nzk2MCRqNTgkbDAkaDA.">CLICK HERE</a> to sign up for our newsletter and receive the latest insights, case studies, and strategies to support your airport.

Learn how APAC airports can boost revenue via collaboration, innovation, and smarter commercial strategies, as we count down to FTE Asia 2025. 

Chuttersnap QhNutmNU1pE Unsplash

The role of collaboration and innovation in the future of APAC airport revenue

Using pricing strategies without proper measurement is like navigating without a compass. You might make progress, but you won&#8217;t know if you&#8217;re heading in the right direction or missing crucial opportunities to optimise performance. 
Whether you&#8217;re managing <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> at one airport or operating car parks across multiple locations, the right key performance indicators provide the insight you need to make informed pricing decisions and demonstrate measurable results that support business growth. 
In this article, we’ll explore the essential KPIs for pricing strategy success and also focus on: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Why measurement matters for pricing strategy effectiveness </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">The six core KPIs every operator should track </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">How to implement KPI-driven pricing strategies </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="5" 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">Building sustainable measurement capabilities over time </li>
</ul>
<h2 aria-level="2">Why KPIs matter for your pricing strategy</h2>
Measuring the true impact of your pricing strategies requires an understanding of how customers discover, evaluate, and purchase your parking services. 
Without systematic measurement, commercial teams struggle to justify pricing changes to senior management, whilst car park operators can&#8217;t identify which locations or products deliver the strongest returns. 
The airports and car park operators achieving sustainable revenue growth understand that measurement drives improvement. They use KPIs not just to track performance, but to guide strategic decisions, optimise operational efficiency, and build competitive advantages through data-driven pricing strategies.

<h2 aria-level="2">The six essential KPIs you need to track</h2>
<h3 aria-level="2">1) Conversion rates</h3>
Conversion rate tracking measures how effectively your pricing and value proposition turn website visitors into paying customers. For commercial directors accountable for revenue targets and car park operators competing in crowded markets, this metric reveals critical insights into pricing effectiveness and competitive positioning. 
If 1,000 potential customers view your parking options but only 100 complete purchases, this 10% conversion rate suggests either pricing misalignment with perceived value or barriers in the booking process that require immediate attention. 
What to track: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Overall conversion rates across your site </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Channel-specific conversion (direct website vs third-party platforms vs mobile) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Time-based conversion patterns (school holidays vs business travel periods) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="6" 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">Product tier conversion rates (premium vs economy parking) </li>
</ul>
Channel-specific conversion analysis becomes particularly valuable for car park operators managing multiple sales channels. Direct website bookings may convert at different rates than third-party platforms or mobile applications, guiding channel strategy decisions and marketing resource allocation toward the most effective customer acquisition approaches. 
Time-based conversion tracking reveals seasonal patterns and demand fluctuations that directly impact pricing strategy effectiveness. Conversion rates during school holidays may differ significantly from business travel periods, indicating opportunities for dynamic pricing adjustments.
<h3>2) Revenue per booking</h3>
Revenue per booking measures the average income generated from each completed transaction, providing crucial intelligence for pricing strategy optimisation and product portfolio management. This metric helps commercial teams and car park operators understand whether volume increases compensate for rate reductions and identify opportunities for value enhancement. 
Understanding revenue per booking reveals whether your pricing strategies are maximising value from each customer transaction or leaving money on the table through underpricing or missed upsell opportunities. 
What to track: 
<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="1" data-aria-level="1">Average transaction value across different customer segments </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="2" data-aria-level="1">Revenue per booking by booking channel </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">Seasonal variations in average booking value </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">Product mix contribution to overall revenue </li>
</ul>
Average transaction value analysis reveals customer spending patterns across different segments and booking channels. Business travellers booking premium spaces may generate significantly higher revenue per booking than leisure customers choosing economy options. Understanding these patterns helps optimise marketing spend toward the most valuable customer segments. 
Product mix analysis within revenue per booking reveals which services and upgrades contribute most to customer value. Additional services like car washing, priority placement, or flexible cancellation terms may significantly increase average transaction values. For car park operators, this intelligence guides investment decisions about which premium services generate the best returns on facility improvements.

<h3>3) Booking lead time</h3>
Booking lead time analysis measures how far in advance customers make reservations, providing valuable intelligence for revenue forecasting, pricing strategy development, and operational planning. For airport commercial teams managing budget projections and car park operators planning capacity allocation, lead time patterns reveal crucial market dynamics. 
Understanding booking patterns helps you anticipate demand, optimise pricing rules, and improve operational planning through better forecasting of capacity needs. 
What to track: 
<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">Average lead time by customer segment (business vs leisure) </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">Seasonal lead time variations </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">Lead time correlation with price sensitivity </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">Trends in booking timing over multiple periods </li>
</ul>
Business travellers often book closer to departure dates and demonstrate higher price tolerance, whilst leisure customers typically plan further ahead and show greater price sensitivity. Understanding these patterns enables targeted pricing approaches that capture value from each segment appropriately. 
Lead time correlation with price sensitivity helps optimise dynamic pricing rules. Customers booking well in advance may respond strongly to early-bird discounts, whilst last-minute bookers often prioritise availability over cost considerations. This intelligence guides automated pricing adjustments that encourage early bookings during low-demand periods whilst capturing premium pricing from urgent bookings.
<h3>4) Facility utilisation metrics</h3>
Utilisation analysis measures how effectively your parking capacity generates revenue across different time periods, locations, and customer segments. For car park operators managing multiple sites and commercial teams optimising facility investments, utilisation metrics guide both pricing decisions and capacity planning strategies. 
Utilisation rates reveal whether your pricing strategies effectively balance demand across available capacity and identify opportunities for premium pricing or capacity improvements. 
What to track: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="9" 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">Overall utilisation rates across all facilities </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="9" 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">Peak vs off-peak utilisation patterns </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="9" 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">Product tier utilisation (premium vs economy spaces) </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="9" 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">Geographic utilisation across multiple airport locations </li>
</ul>
Overall utilisation rates reveal whether pricing strategies effectively balance demand across available capacity. Consistently high utilisation may indicate opportunities for premium pricing, whilst low utilisation suggests the need for more competitive rates or enhanced value propositions. 
Peak versus off-peak utilisation patterns guide dynamic pricing strategy development. Facilities that reach capacity during business hours but remain underutilised during evenings and weekends present clear opportunities for time-based pricing adjustments that spread demand more evenly whilst maximising revenue during high-demand periods. 
Geographic utilisation patterns help car park operators optimise pricing across multiple airport locations. Some facilities may consistently outperform others due to location advantages, airline partnerships, or service quality differences.
Understanding these patterns guides investment decisions about facility improvements and strategic pricing adjustments that maximise portfolio-wide revenue performance.

<h3>5) Customer lifetime value</h3>
Customer lifetime value measures the total revenue potential from individual customers across multiple bookings, providing crucial intelligence for customer acquisition spending, retention strategy development, and pricing structure optimisation. This metric becomes particularly important as customer acquisition costs increase and retention becomes more valuable than new customer acquisition. 
Understanding lifetime value helps you identify your most valuable customer segments, justify customer acquisition spending, and develop retention strategies that focus resources where they deliver the highest returns. 
What to track: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="10" 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">Repeat booking patterns and frequency </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="10" 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">Customer segment lifetime value differences </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="10" 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">Revenue progression over time </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="10" 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">Churn rates and retention metrics </li>
</ul>
Repeat booking patterns reveal customer loyalty levels and satisfaction with your pricing and service delivery. Customers who return consistently and increase their spending over time indicate successful strategy implementation, whilst declining repeat business may signal that pricing approaches damage long-term relationships despite generating short-term revenue gains. 
Customer segment lifetime value analysis reveals which acquisition channels and customer types generate the most long-term value. Business travellers who book regularly may justify higher customer acquisition costs than occasional leisure customers. Understanding these differences helps optimise marketing spend allocation and develop targeted retention programmes.
<h3>6) Market share and competitive intelligence</h3>
Market position metrics measure your performance relative to alternative transport options and competitive car park providers, providing crucial context for pricing strategy effectiveness and long-term strategic planning. For commercial teams and car park operators competing in evolving transport markets, these metrics guide competitive positioning decisions. 
Market share metrics reveal whether your pricing strategies are strengthening your competitive position or losing ground to alternatives like ride-sharing services and public transport. 
What to track: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="11" 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">Modal share within your catchment area </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="11" 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">Competitive pricing comparisons </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="11" 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">Revenue growth relative to market expansion </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="11" 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">Customer acquisition costs vs competitors </li>
</ul>
Modal share analysis within your catchment area reveals how effectively your pricing competes against ride-sharing services, public transport, and other ground transport alternatives. Growing parking market share indicates effective value positioning, whilst declining share suggests competitive threats that require strategic responses. 
Competitive pricing intelligence tracks how your rates compare with nearby airports, off-site parking providers, and alternative transport options. However, effective competitive analysis extends beyond simple price comparisons to understand value propositions, customer satisfaction levels, and market positioning strategies that influence customer choice decisions. 
Revenue growth relative to market expansion helps distinguish between general market growth and competitive advantage development. Outpacing market growth indicates successful strategic positioning, whilst underperforming suggests the need for pricing strategy adjustments or competitive response initiatives.

<h2 aria-level="2">How to implement KPI-driven pricing strategies </h2>
Effective KPI tracking requires systematic data collection, regular analysis, and consistent application to pricing strategy development. For resource-constrained airport teams and car park operators managing multiple priorities, this measurement framework must balance comprehensiveness with practical implementation capabilities. 
<h3 aria-level="3">Start simple, then scale </h3>
Begin with basic metrics using existing booking systems and gradually expand measurement capabilities as results demonstrate value and justify additional investment. 
Tracking key metrics like conversion rates, revenue per booking, and utilisation patterns is essential for making smarter pricing decisions. While basic methods can give a starting point, having an integrated platform ensures these insights are accurate, real-time, and actionable at scale. 
<h3 aria-level="3">Establish regular reporting cycles </h3>
Monthly analysis enables timely responses to market changes, whilst quarterly reviews guide strategic planning and investment decisions based on longer-term trends and patterns. Regular reporting cycles ensure KPI insights inform ongoing pricing strategy adjustments rather than remaining theoretical exercises. 
<h3 aria-level="3">Integrate with business planning </h3>
Connect KPI insights to budget development, capacity planning, and strategic decision-making rather than treating them as isolated metrics. Commercial teams benefit from connecting pricing performance to overall revenue targets, whilst car park operators use KPI insights for expansion planning and facility investment decisions. 
<h3 aria-level="3">Focus on actionable insights </h3>
The goal isn&#8217;t measurement for measurement&#8217;s sake, but rather insights that drive better decisions. Focus on KPIs that directly influence your pricing strategy and operational performance, rather than tracking every possible metric.

<h2 aria-level="2">Download our pricing guide and start making data-driven decisions </h2>
You can&#8217;t improve what you don&#8217;t measure, but measuring the wrong things wastes time and resources. 
Your pricing strategy either generates measurable results or wastes resources on ineffective approaches. The choice lies in whether you systematically measure what matters and use those insights to build smarter, more profitable pricing strategies that support long-term business success 
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 build measurement frameworks that connect directly to revenue performance and operational efficiency. 
Inside, you&#8217;ll discover: 
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 identify which KPIs matter most for your specific operation </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 measurement is the foundation of effective pricing strategies </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 backed by data </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 tracking systems using existing tools </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 frameworks for justifying pricing changes to senior management </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 that deliver measurable results without complex systems </li>
</ul>
<ul>
<li aria-setsize="-1" data-leveltext="" data-font="Symbol" data-listid="12" 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 systematic measurement </li>
</ul>
<a href="https://signup.ca.vu/pricing-guide-signup/?_gl=1*1pp4twk*_ga*NzIwNTc0MjUuMTc2MDk2ODA3OQ..*_ga_QDM2BXW96D*czE3NjA5NzE3MTMkbzIkZzEkdDE3NjA5NzM3OTEkajM3JGwwJGgw">Download your copy today</a>, stop guessing whether your pricing strategies work, and start making data-driven decisions that deliver measurable revenue growth and competitive advantages.

Understand the KPIs you need to track to drive smarter car park pricing, boost revenue, and optimise performance.

Stockholm Paris Studio KOWKc32YnA4 Unsplash

Essential KPIs to track for a smarter car park pricing strategy

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>
<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="1" data-aria-level="1">Accurate, real-time information when they need it </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="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.

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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: 
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