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Leveraging over 80 years of aviation expertise, explore the latest insights from the travel industry covering everything from opinion pieces and thought leadership to our latest product releases, technology updates, and more.

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

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

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

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

Product Bundling

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

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

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

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

Max Harlynking R2e3E92rKq0 Unsplash

How are premium services improving the passenger experience?

From booking a flight to stepping off the plane, passengers today expect a smooth, connected, and personalised travel experience, and <a href="https://ca.vu/insights/technology-in-travel/">technology plays a key role</a>. 
With <a href="https://ca.vu/insights/data-ai-ethical-innovation-2025/">data and ethical innovation</a> leading the way, AI and IoT are helping airports meet rising expectations. The result is smarter operations, deeper insights, and smoother journeys, all paving the way for stronger <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> 
John Bamber, CAVU&#8217;s Engineering Director, shared how airports can use <a href="https://ca.vu/insights/how-can-travel-data-analytics-guide-key-business-decisions/">data-driven tools</a> to improve efficiency, improve the passenger experience, and lay the foundations for the future of travel.
<h2 aria-level="2">The role of data and technology in connected travel </h2>
CAVU: How can AI help create a truly seamless travel experience? 
John: &#8220;AI plays a crucial role in enhancing the passenger journey by providing personalised services, minimising wait times, and optimising operational processes. AI can power chatbots or virtual assistants that help travellers with real-time information, such as gate changes or baggage status.   
&#8220;AI-driven recommendation systems can provide tailored travel suggestions, from flight upgrades to dining options at the airport, based on a passenger&#8217;s preferences and behaviour. By predicting potential disruptions or delays and proactively informing travellers, AI also helps manage expectations and reduce stress, contributing to a smoother, more enjoyable travel experience.&#8221; 
CAVU: What are some practical applications of AI, IoT, and machine learning in the airport ecosystem today? 
John: &#8220;Airports are increasingly integrating AI, the Internet of Things (IoT), and machine learning to enhance the passenger experience, strengthen security, and improve overall efficiency. One of IoT&#8217;s most valuable roles is collecting data and turning unknown information into known insights. Over the last few years, there have been some great examples of this in action across the airport ecosystem.
&#8220;AI-driven biometrics, such as facial recognition and fingerprint scanning, are now being widely used for check-ins, boarding, and security processes. These technologies help reduce wait times and improve overall security by making identity verification faster and more reliable. Predictive maintenance is another area where AI and IoT are having a real impact.&#8221; 
&#8220;IoT devices monitor the condition of equipment like escalators and baggage conveyors, while machine learning algorithms predict potential failures before they happen. This proactive approach helps prevent costly downtime and keeps airport operations running smoothly. 
&#8220;Baggage handling is also becoming more intelligent. AI algorithms track and manage baggage movements, helping to prevent delays and ensure that luggage reaches its destination without issues.
&#8220;IoT sensors provide real-time updates by tracking the movement of luggage throughout the airport, offering passengers greater visibility and reassurance. IoT-enabled smart baggage tags take this even further by allowing travellers to monitor their luggage status in real time, reducing confusion and the risk of lost baggage. 
&#8220;Finally, machine learning is helping airlines optimise flight schedules. By analysing variables like weather conditions, air traffic, and maintenance requirements, these systems can improve punctuality and boost overall operational efficiency. Together, these technologies are playing an increasingly important role in shaping smarter, more connected airport experiences.&#8221;

CAVU: How does automation improve operational efficiency while enhancing passenger experience? 
John: &#8220;Automation significantly enhances operational efficiencies by reducing human error. Automation is particularly useful in streamlining repeatable processes. Automating something like security screening, automated boarding gates or providing self-check-in or automated baggage drops all have positive experiences around bottlenecks, wait times and delays.&#8221; 
CAVU: What future innovations in AI and IoT could further transform connected travel? 
John: &#8220;One thing that seems certain is that AI and IoT will continue to evolve and transform the travel experience in the years ahead. Looking to the future, it’s not unrealistic to imagine a time when wearable devices take over the role of passports, visas, and boarding passes entirely. 
&#8220;From a customer experience perspective, advances like these could lead to faster passport control, streamlined boarding, and a move towards fully paperless travel. Eventually, this could even pave the way for fully autonomous airports. 
&#8220;Self-driving vehicles could also play a key role in the future of connected travel, providing more efficient and personalised transport to and from airports. Passengers could enjoy seamless, flexible journeys that are tailored to their specific needs. 
&#8220;AI-powered personal assistants are another exciting possibility. These could accompany passengers throughout their journey, helping to create personalised travel plans, adjusting itineraries in real time based on delays, and even offering helpful recommendations such as meal options or local weather updates. 
&#8220;Airports themselves will likely become smarter too. IoT-enabled terminals could anticipate passenger needs as they change throughout the day, automatically adjusting lighting, temperature, and seating layouts to improve comfort and efficiency.  
&#8220;Passengers might also be able to interact with airport systems using voice commands or gestures, making it easy to request assistance or check flight information without needing to touch a screen. 
&#8220;Finally, as the integration of IoT continues to deepen, the entire airport ecosystem could become fully connected. Airlines, airports, and local services could work seamlessly together, providing passengers with real-time updates and a much more cohesive, end-to-end travel experience, from booking right through to arrival at their destination.&#8221; 
CAVU: How do we ensure AI-driven solutions remain scalable and adaptable to different airport environments? 
John: &#8220;To make sure AI solutions are scalable and adaptable across different airport environments, there are several important considerations. 
&#8220;First and foremost, it’s crucial to think carefully about your cloud-based AI architecture. Using a microservices approach allows you to update components independently, which avoids system-wide disruptions; this is especially important as reliance on the solution grows over time. 
&#8220;AI implementations need to work across airports of all sizes and capacities, handling different regulatory environments while staying adaptable to technological changes and varying operational demands. 
&#8220;It’s also essential that AI frameworks are modular and flexible, so they can be customised to suit the unique needs of each airport, regardless of its scale or existing infrastructure. 
&#8220;Alongside this, interoperability plays a major role. AI systems must be designed to communicate and share data smoothly across all the different systems within an airport, such as check-in services, baggage handling, and flight information displays, no matter which technology stack is in place. 
&#8220;Another key element is continuous learning. AI models should be able to adapt over time, responding to local conditions, passenger behaviour, and the changing environment of the airport to maintain their effectiveness. 
&#8220;Finally, it’s important not to overlook the human element. Airport staff need proper training and ongoing support to use AI-powered systems confidently and to troubleshoot any issues that might arise, ensuring the technology delivers on its full potential.&#8221;

<h2 aria-level="2">How can AI and IoT help airports monetise connected travel? </h2>
CAVU: How do automation and AI contribute to cost savings that increase profitability? 
John: &#8220;Automation and AI play a significant role in helping airports reduce costs across multiple areas. By using automated systems like self-check-in kiosks, autonomous baggage handling, and automated security screening, airports can lower their reliance on manual labour, which directly reduces operational expenses. 
&#8220;AI systems also contribute by improving resource management. With the ability to forecast demand, they help airports adjust staffing levels accordingly, avoiding overstaffing during quieter periods and ensuring enough staff are in place when it&#8217;s busy. This leads to a much more efficient use of resources overall. 
&#8220;Another major benefit comes from reduced operational downtime. Predictive maintenance, powered by AI and IoT, helps airports stay ahead of potential equipment failures, which minimises disruptions and avoids the costs associated with emergency repairs. 
&#8220;On top of that, automation can optimise energy usage across terminal buildings, helping airports lower their energy consumption and bring down utility bills.&#8220;
CAVU: What role does predictive analytics play in improving resource allocation and reducing inefficiencies? 
John: &#8220;Predictive analytics plays a crucial role in helping airports and airlines forecast demand more accurately and allocate resources in a way that reduces inefficiencies.
&#8220;By analysing historical data, predictive models can anticipate peak times, which allows airports to schedule the right number of staff to manage passenger flow smoothly without the risk of overstaffing.
&#8220;It also supports more effective airline scheduling, helping to optimise flight times by considering variables like weather conditions, air traffic, and passenger demand. This leads to fewer delays and improves overall operational efficiency. 
&#8220;On the ground, predictive analytics helps airports anticipate demand for services such as parking, lounges, and retail concessions. With a clearer view of expected passenger behaviour, airports can plan and manage inventory more effectively, ensuring they meet customer needs while avoiding unnecessary costs.&#8221; 
<h2 aria-level="2">Drive smarter decisions with propel™ </h2>
<a href="https://ca.vu/platform/">propel™</a> delivers in-depth reporting and clear insights into product performance and customer behaviour, helping you make confident decisions, optimise your offering, and maximise revenue potential. 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and see how propel™’s advanced analytics can transform your strategy and increase passenger satisfaction.

Discover how AI and IoT are playing a prevalent role in supporting airports deliver a connected travel experience to passengers.

Yunshuoqu FAVbgNGtKOw Unsplash

AI and IoT: The smart tech revolutionising travel

The aviation industry has made a strong comeback since the pandemic.
<a href="https://airportindustry-news.com/airport-revenues-lag-behind-traffic-recovery-aci-world-report-finds/">According to ACI World</a>, 2023 passenger numbers are just 5.4% below 2019 levels, and airports are once again welcoming millions through their doors.
However, while footfall is rising, the same cannot be said for revenue. Total revenues were 11.4% lower than the pre-pandemic figure of 158.6 billion USD.
This disconnect between growing traffic and stagnating commercial performance presents one of the most pressing challenges, and greatest opportunities, facing airport operators today; to address this gap, airports need to rethink their commercial strategies.
In this article, we’ll explore why traditional revenue models are falling short, how connected ecosystems can create value, <a href="https://ca.vu/insights/how-can-travel-data-analytics-guide-key-business-decisions/">the role of data in smarter decision-making</a>, and how ancillary products can evolve into <a href="https://ca.vu/insights/how-can-data-and-tech-reshape-passenger-experiences/">premium passenger experiences.</a>
It also includes a <a href="https://ca.vu/customer-stories/columbia-metropolitan-airport/">case study from Columbia Metropolitan Airport</a> and shows how CAVU is helping airports unlock long-term growth.

<h2>Why are traditional revenue models flawed?</h2>
Passenger expectations have changed, with modern travellers expecting convenience, flexibility, and personalisation throughout their journey. Despite this, many airports still rely on commercial models built on the assumption that higher footfall alone will lead to increased spending.
While retail and food and beverage remain important contributors to revenue, they’re no longer sufficient on their own. In today’s environment, airports must diversify their income streams by offering value-added services that meet passengers at the right moments, both digitally and contextually.
This requires a fundamental shift away from isolated, transactional touchpoints. Instead, airports need to create seamless, end-to-end experiences that feel intuitive for passengers and deliver measurable results for operators.

<h2>Building a more connected commercial ecosystem</h2>
To achieve this, airports must focus on breaking down operational siloes and building integrated, tech-enabled commercial ecosystems. When services and systems work together cohesively, both passenger satisfaction and revenue performance can improve.
One key step is to simplify the booking process. Many airports still require passengers to use separate platforms to book parking, fast track, or lounge access. This introduces unnecessary friction and reduces conversion rates. By integrating these services into a booking journey using a single basket approach, airports can remove barriers, increase convenience, and boost average transaction values.
Similarly, back-end systems must also be aligned. Disconnected platforms for payments, inventory, customer data, and pricing can create inefficiencies and lead to missed commercial opportunities. A connected ecosystem allows real-time visibility and coordination across departments, supporting more agile operations and enabling upselling opportunities.
Furthermore, having access to real-time data and tools empowers commercial teams to act on insights as they emerge.
Dynamic dashboards and pricing platforms allow airports to respond to changes in demand, whether by adjusting capacity or launching targeted campaigns. This responsiveness ensures that revenue opportunities aren’t lost to delays or manual processes.

<h2>How can data drive smarter revenue strategies?</h2>
Beyond system integration, airports also need to unlock the full potential of their data. Although vast amounts of information are collected every day, few operators are using it to its full advantage. When applied strategically, data can become a powerful engine for personalisation, forecasting, and decision-making.
For example, by segmenting passengers based on purpose of travel, booking history, or spending patterns, airports can deliver more targeted and relevant offers. Business travellers may prioritise premium parking or fast-track security, while leisure travellers could be more attracted to bundled packages that combine lounge access and parking.
Timing plays a crucial role. By analysing behavioural data, airports can deliver offers at the moments passengers are most likely to engage, such as promoting lounge upgrades during long layovers or sending reminders to pre-book parking ahead of peak travel weekends. These timely interactions can significantly increase conversion.
In addition, dynamic pricing helps airports adapt to fluctuations in demand. Services like parking and fast track often experience peaks and troughs in usage. Adjusting prices in real time helps maximise yield while ensuring rates remain competitive, particularly during high-traffic periods where fixed pricing can lead to underperformance.
Analysing historical booking data and wider travel trends can enhance forecasting and planning. With more accurate predictions, airports can refine their capacity planning, tailor marketing efforts, and make commercial operations more proactive and profitable.

<h2>Turning ancillary services into premium passenger experiences</h2>
While data and systems lay the groundwork, the real opportunity lies in how ancillary services are positioned. Passengers are willing to spend, but only if the experience justifies the cost. The challenge is to reframe these services from optional extras into valuable and memorable parts of the journey.
Convenience is a powerful motivator. Services like fast-track security and pre-booked parking help reduce stress and streamline the journey, especially when offered at the right moment, during booking, check-in, or through timely pre-departure reminders.
Bundling multiple services, such as parking, fast-track, and lounge access, can further enhance perceived value. When tailored to specific traveller types, from frequent flyers and leisure passengers to multi-generational families, these packages make benefits easier to understand and more compelling to purchase. Effective bundles reflect varying priorities, such as flexibility for parents, comfort for older travellers, and time-saving advantages for business passengers.
Comfort is equally important. Lounge access, once limited to first-class travellers, is now being reimagined for a broader audience. Offering single-entry passes or bundling lounge access with other services opens new markets and appeals to passengers who value peace and quiet before a flight.
In today’s travel environment, flexibility has also become essential. Giving passengers the option to amend or cancel ancillary bookings, particularly for services like parking, can build trust and encourage earlier commitments. This kind of reassurance is now expected and often plays a decisive role in purchasing decisions.

<h2>Responding to evolving passenger demographics</h2>
The diversity of modern travellers has marked a shift in expectations. According to Ryanair, inter-generational bookings rose by 52% in the five years leading up to 2019, while TUI reports that nearly 80% of young adults now holiday with their parents. At the other end of the spectrum, older travellers are staying active longer and have more disposable income but require greater support throughout the airport journey.
For airports, this means building commercial strategies that meet different needs. Younger travellers expect digital-first journeys, crave personalisation, and are open to newer formats like “bleisure” or “gig-tripping.” Meanwhile, older passengers may need assistance and reassurance but still value comfort and convenience.
Airports that succeed in the future will be those that design ancillary products, services, and experiences with these varied needs in mind, offering both flexibility and personal relevance.

<h2>How does CAVU help airports improve commercial performance?</h2>
For airports looking to turn rising passenger numbers into stronger commercial performance, “good” means more than just incremental gains. It means creating a smarter, more connected commercial ecosystem, one that delivers seamless, personalised experiences for passengers while unlocking measurable value for operators. This is where CAVU comes into its own.
CAVU was founded by Manchester Airports Group with a clear mission: to help airports unlock more commercial value from every passenger journey.
As a Global Travel Marketplace, we combine over 80 years of aviation expertise with the latest in ecommerce innovation to serve both travellers and airports.
But we’re not just a technology provider. Rather, we’re a strategic partner helping you rethink how non-aeronautical revenue is generated.
From disconnected touchpoints to connected experiences, we enable airports to offer personalised, relevant products, delivered through one seamless booking journey. This is what transforms ancillary services into revenue-driving experiences.
With CAVU, airports gain:
<ul>
<li>Access to a global distribution platform that attracts new customers and revenue streams</li>
<li>Data insights that show how passengers search, book, and spend</li>
<li>Smart pricing and packaging tools that drive incremental revenue and boost conversion</li>
</ul>
At the heart of our Marketplace is propel™, a purpose-built ecommerce platform for airport ancillary products.
Designed with and for airports, propel gives commercial teams the tools to optimise pricing, manage capacity dynamically, and ensure services like parking and lounges are always priced for maximum yield.
propel™ is easy to introduce, integrates with existing systems, and supports a seamless booking journey constantly refined through millions of global transactions. It’s how you stay agile, responsive, and competitive in a rapidly evolving industry.

<h2>How we helped Columbia Metropolitan Airport increase revenue and improve operations</h2>
An example of this strategy in action comes from Columbia Metropolitan Airport (CAE), which partnered with CAVU to overhaul its pre-book parking proposition. The results demonstrate how a smarter, data-driven approach can enhance both engagement and revenue.
Between February 2023 and February 2025, CAE experienced a 97% increase in sessions to its parking booking site. Much of this growth (67%) was driven by targeted Facebook campaigns managed by CAVU.
Meanwhile, the airport’s CRM database expanded from 7,000 to 77,000 contacts, with email campaigns generating a 43% year-on-year increase in database growth. Engagement also improved significantly, with unique email clicks rising by 37% and monthly bookings increasing from just over 20 to more than 150.
Revenue results were equally impressive. CAE experienced a 259% year-on-year increase in gross revenue from pre-booked parking, along with a 258% rise in booking volumes. Market penetration increased by 17%, and the average yield grew by 29%. These improvements spanned all parking products and durations, with especially strong performance in bookings made over a month in advance.
By connecting data, pricing, and digital marketing, CAE created a more responsive, profitable commercial model that delivers both operational value and a better <a href="https://ca.vu/insights/the-airports-role-in-refining-the-passenger-experience-in-2025/">passenger experience.</a>

<h2>Why innovation is key to future successes</h2>
Airports are no longer defined by footfall; the challenge today isn’t attracting passengers but converting that demand into revenue without compromising the passenger journey.
Innovation holds the key. By using integrated ecosystems, data-driven strategies, and enhanced ancillary offerings, airports can achieve commercial outcomes as seamless as the experiences they aim to provide.
To learn how to futureproof your airport’s commercial model, join us at <a href="https://www.futuretravelexperience.com/fte-emea/register/">Future Travel Experience EMEA</a> and attend a presentation by Martin Jones, CEO of CAVU, on building more profitable, connected passenger journeys.

Learn how airports can boost revenue and passenger experience through innovation, data-driven strategies, and smarter ancillary services.

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How innovation is driving passenger experience and revenue growth

With <a href="https://insights.worldtravelcateringexpo.com/2025/02/11/technology-personalise-onboard-passenger-experience/#:~:text=Another%20of%20the%20most%20impactful,their%20communications%2C%20products%20or%20services.">78% of consumers</a> likely to make repeat purchases from companies offering tailored communications, products, or services, there’s an increasing expectation for personalised travel experiences at every journey stage.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Airports have the opportunity to understand and respond to passengers&#8217; needs throughout the travel experience. Technology is key to personalisation, and travel data analytics also contribute to delivering meaningful interactions pre-, during, and post-travel.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By adopting such an approach, airports can transform fragmented touchpoints into a connected, customer-focused journey and <a href="https://ca.vu/insights/non-aeronautical-revenue-what-it-is-why-its-essential-and-how-it-boosts-airports-earnings/">increase their non-aeronautical revenue</a>, with <a href="https://ca.vu/insights/why-is-dynamic-pricing-in-car-parks-key-to-boosting-revenue/">car parking</a> and <a href="https://ca.vu/insights/evolution-of-airport-lounges/">airport lounges</a> offering exciting growth opportunities.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
To explore this in more detail, we caught up with Roisin Evans, Head of Customer Marketing at CAVU, to discuss how airports can bring personalisation to life across every stage of the passenger experience, and the benefits this unlocks for both the customer and the business.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
<h2 aria-level="2">How can personalised travel be used pre-departure?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:160,&quot;335559739&quot;:80,&quot;335559740&quot;:279}"> </h2>
The passenger journey doesn’t start at the terminal; it begins the moment a trip is booked. 
With the help of data, airports and airlines can engage travellers well before departure through timely, relevant services that enhance the experience and build brand loyalty. 
Methods such as tailored communications and predictive offers based on travel history and preferences support personalisation, simplify the journey, and drive ancillary revenue. 
Roisin shares how data-led engagement ahead of travel delivers both commercial and customer value.
CAVU: What role does data play in offering personalised travel services before a traveller arrives at the airport?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Roisin: Data allows airports and airlines to anticipate passenger needs and tailor experiences accordingly. Information is gathered from various sources, including previous travel history, booking details, loyalty programmes, and even real-time factors like weather and traffic conditions.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By analysing past travel behaviours, preferences, and flight patterns, airports can predict passenger needs and offer tailored recommendations such as preferred check-in options, lounge access, or special assistance.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Data also supports seamless communication with travellers through mobile apps, emails, and SMS notifications. This might include reminders for check-in, updates on security wait times, personalised offers for dining and retail, or recommendations to upgrade lounges or car parks.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
Real-time data integration allows airports to optimise their services by allocating resources efficiently. For example, if a traveller is arriving by car, parking availability and navigation assistance can be customised in advance. Additionally, with biometric data and pre-verified traveller information, security screenings and immigration processes can be streamlined to make the journey faster and more convenient.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
By using big data and AI-driven insights, airports can create a smoother, more personalised experience that begins long before the traveller steps into the terminal.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240}"> 
CAVU: How effective are pre-trip engagement strategies in driving ancillary revenue and brand loyalty? 
Roisin: Pre-trip engagement strategies are highly effective in boosting ancillary revenue and enhancing passenger satisfaction. 
By leveraging personalised offers, targeted promotions, and real-time updates, airports and airlines can encourage passengers to purchase upgrades, premium services, and duty-free products before they even arrive at the terminal. 
Tailored recommendations based on booking history, onsite behaviour and preferences can increase the likelihood of conversions, while proactive communication fosters a sense of exclusivity and convenience.

<h2 aria-level="2">How can personalised travel be used at the airport? </h2>
Airports have a unique opportunity to connect with passengers during the window between check-in and boarding. With the right personalisation, this often-passive waiting period can become a tailored experience that adds value for both travellers and operators. 
As Roisin explains, data and technology can help airports deliver more meaningful engagement, improving satisfaction, easing the journey, and unlocking new commercial opportunities. 
CAVU: How can airports better capitalise on dwell time to offer meaningful and relevant personalisation? 
Roisin: Airports can maximise dwell time by using data-driven personalisation to enhance the passenger experience.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
By leveraging real-time data from flight schedules, passenger preferences, and purchase history, airports can offer tailored recommendations for shopping, dining, and relaxation.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Personalised push notifications via mobile apps can highlight exclusive deals, lounge access, or nearby services based on a traveller&#8217;s location within the airport. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Additionally, integrating AI-powered chatbots and digital assistants can provide customised suggestions, helping passengers make the most of their time while waiting for their flights.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Upon arrival, personalised wayfinding systems guide passengers through the terminal, providing accurate timings at each stage. This ensures passengers are kept moving efficiently, reducing stress and uncertainty.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Real-time data from transport systems allows flight schedules to be adapted to accommodate delays in travelling to the airport, such as a delayed train, so passengers can adjust their plans accordingly.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Next-generation queuing systems can further enhance security and efficiency by streamlining the process, making the entire journey smoother and faster for passengers.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:0,&quot;335551620&quot;:0,&quot;335557856&quot;:16777215,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
CAVU: How can airports better capitalise on dwell time to offer meaningful and relevant experiences? 

Roisin: To enhance passenger experience during dwell time, airports can introduce interactive and immersive services such as smart wayfinding, digital entertainment zones, and wellness areas. Offering cultural exhibits, pop-up retail experiences, and augmented reality (AR) guides can make waiting times more engaging.  
Additionally, airports can implement dynamic pricing for services like lounges, car parks, Fastrack and premium dining, incentivising passengers to explore unique offerings. Creating a seamless and enjoyable airport experience through technology and tailored engagement not only improves passenger satisfaction but also increases non-aeronautical revenue.

<h2>How can personalised travel improve the post-trip experience?<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;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> </h2>
The end of a trip shouldn’t signal the end of the passenger relationship.<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;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
While airports may not drive travel demand, they play a key role in shaping what happens between journeys.<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;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
By using personalisation to stay connected post-trip, airports can build long-term loyalty, encourage repeat visits, and keep their brand front-of-mind.<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;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
Roisin explains how data-driven strategies, like timely offers, collaborative promotions, and curated content, can turn one-time travellers into returning customers.<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;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:360}"> 
CAVU: What strategies can airports use to maintain engagement after a passenger’s journey ends? 
Roisin: Maintaining engagement with passengers after their journey is a core challenge for airports due to the infrequency of travel. Unlike airlines or travel agencies, airports do not create travel demand or directly influence a passenger’s decision to take a trip. Instead, they must build long-term relationships that extend beyond a single visit, focusing on the entire customer lifecycle—from planning a trip to returning home and considering the next journey. 
Airports need to analyse passenger data to understand travel patterns, frequency, and booking priorities. By leveraging insights from past journeys, airports can anticipate when a traveller is likely to book their next trip and engage with them at key moments. This includes sending relevant updates, exclusive offers, and personalised recommendations when a passenger is approaching the travel planning phase. 
A well-timed “Welcome Home” message can reinforce a positive travel experience. Airports can engage passengers through personalised emails or app notifications that include a recap of their airport experience, such as time spent in lounges, purchases made, or loyalty points earned. 
Special offers for their next trip, such as parking discounts or lounge access, can be included as can feedback requests to gather insights and improve future services. This helps keep the airport brand top-of-mind and encourages repeat engagement. 
Airports can stay connected with passengers throughout their journey by collaborating with airline partners. For example, offering joint promotions with airlines, like discounts on airport services for airline loyalty members, and cross-promotions with airport retailers, duty-free stores, or dining establishments, can provide incentives for passengers to return. Subscription-based services, such as priority security access or unlimited lounge entry, can also keep passengers engaged even between trips. 
Airports should utilise data-driven content strategies to keep passengers engaged post-trip. This includes sending curated travel inspiration, airport guides, and destination spotlights based on past travel behaviour, offering trip-planning tools within airport apps, and engaging passengers with interactive content like AR airport maps, digital concierge services, and gamified experiences that encourage them to explore airport offerings on their next visit.

<h2 aria-level="2">How can data support personalised travel? </h2>
CAVU: What types of passenger data are most valuable for delivering meaningful personalisation? 
Roisin: One of the core challenges airports face in delivering meaningful personalisation is that passengers are largely unknown to them. Unlike airlines and travel booking platforms, airports have limited direct interactions with passengers before they arrive.
This makes it difficult to build a comprehensive understanding of traveller preferences, behaviours, and needs. To overcome this, airports must leverage both digital and physical touchpoints to identify passengers as they move through the airport and connect these data sources into a single customer view. 
Airport annual booking data, including car park reservations, lounge access purchases, and premium service bookings, can be used to personalise services based on a traveller&#8217;s past bookings. For example, a frequent business traveller who regularly books long-term parking and lounge access may receive an exclusive offer for discounted valet parking and a complimentary lounge upgrade for their next trip. Focusing on upselling and cross-selling can drive average transaction value and customer lifetime value. 
Digital engagement and online behaviour also play a key role. Data from airport apps, websites, Wi-Fi logins, and social media interactions can be used to predict passenger preferences by analysing browsing behaviour, app interactions, and purchase history. 
Location and movement data, gathered from mobile devices via airport Wi-Fi, Bluetooth beacons, boarding passes, biometric identification, and real-time security queue tracking, allows airports to understand how passengers move through the airport. This helps optimise services such as security screening, shopping promotions, and wayfinding assistance. For example, if a passenger is detected near duty-free stores, personalised promotions can be sent via the airport app, enhancing retail engagement. 
Retail and ancillary spend data, collected from point-of-sale systems, mobile wallets, and past purchases at airport retailers and restaurants, allows airports to tailor recommendations and discounts based on spending behaviour. A traveller who regularly buys coffee at a specific brand’s outlet, for instance, might receive a mobile coupon for a free upgrade on their next purchase. 
Loyalty and membership data from airline frequent flyer programs, credit card partnerships, and airport lounge memberships can be integrated to offer exclusive experiences, priority services, and targeted incentives. 
Real-time travel status and external factors, such as flight schedules, real-time delay notifications, weather updates, and traffic conditions, provide opportunities for proactive assistance. For example, if a flight is delayed, passengers might receive an offer for complimentary lounge access or a discount on airport dining to improve their waiting experience. 
This only works if the data is connected and accurate, which is why creating a unified customer view is essential. Airports must consolidate various data points into a single customer view to enable seamless, real-time personalisation across the entire passenger journey. 
<h2 aria-level="2">Access data-led insights needed to deliver personalised experiences with propel™ </h2>
Data is the key to understanding your passengers and creating journeys that feel personal, relevant, and memorable. 
But to truly unlock its potential, you need a platform built to turn data into action, and that’s where <a href="https://ca.vu/platform/">propel™</a> comes in. 
Our eCommerce platform equips you with the insights to personalise every step of the journey, while helping you make smarter commercial decisions and boost revenue. 
<a href="https://ca.vu/get-in-touch/">Book a demo today</a> to see how propel™ can help your airport deliver seamless, standout passenger experiences.

Discover how personalised travel can enhance every stage of the passenger journey, before, during, and after the trip.

Pablo Ayala SmjeevkdZF4 Unsplash

The role of personalised travel throughout the passenger journey

Today’s travellers expect more than efficiency, they want an effortless, personalised journey from the moment they arrive at the airport to when they arrive at their destination.  
That said, delivering these experiences isn’t straightforward, particularly in an industry littered with fragmented systems and a whole host of passenger needs. 
Data and technology both have a critical role to play in the future of travel. 
In this article, Paris Bielby, Data Director at CAVU, lends her expertise and sheds light on how real-time insights, coupled with responsible data use, can help airports improve the passenger experience and foster long-term customer loyalty. 
<h2 aria-level="2">The power of passenger data and technology </h2>
Airports are inundated with data. 
<a href="https://atag.org/facts-figures#:~:text=In%202023%2C%204.4%20billion%20passengers,2024%20is%205%20billion%20passengers.&amp;text=In%202023%2C%2035.3%20million%20scheduled,some%2096%20million%20aircraft%20movements.">In 2024, an estimated 5 billion passengers took to the skies</a> with each contributing information at various touchpoints during their respective journeys. 
For airports, the challenge lies in dissecting the insight and turning it into useful and actionable information.<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;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
As Paris highlights, this isn’t without its challenges. That said, emerging technologies and the influx of AI are proving influential in helping airports understand passenger behaviour and incorporating a personalisation-led approach.<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;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}"> 
CAVU: What are the biggest challenges in collecting and integrating data from multiple sources (airlines, retailers, transit providers, etc.)?  
Paris: Connecting a passenger’s journey from end-to-end can be a different outcome depending on their departure and arrival countries.  
For example, established airports have good data on passenger volumes and flight paths, which means that building out overall trends is achievable. It is the less orthodox journeys that can be trickier to stitch together, but in general, not impossible; it just isn’t always in real-time. 
It’s possible to take passengers from unknown to known journeys when data is shared in conjunction with a few providers. For instance, when data is shared with multiple touchpoints, it can be stitched together to understand the flow of a passenger journey better.<span class="EOP SCXW124797225 BCX4" data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:200,&quot;335559740&quot;:360}">  
CAVU: How can AI and machine learning be used to analyse passenger behaviour and improve tailored offerings?  
Paris: Generally, yes, in a multitude of ways. Primarily, AI and machine learning help plan optimal flight times, routes, and product suites based on passenger behaviour and demand, including services like parking, flights, and lounge access.  
They also enable more bespoke offerings, such as identifying popular shopping destinations, tailoring the retail environment, and curating specific product selections. We can even go more granular, using data to influence sensory elements like lighting and noise levels in different spaces, insights that help design future products and experiences.  
<h2 aria-level="2">How does data improve personalisation throughout the passenger journey? </h2>
Real-time information is integral to connected travel. Live flight updates and tailored retail environments are just two examples of how it helps deliver convenient, relevant, and valuable experiences for passengers.  
As Paris explains, joined-up data sharing across travel stakeholders is central to bringing such instances to life. 
CAVU: How does real-time data sharing between travel stakeholders improve personalisation and efficiency?  
Paris: Whenever anything becomes real-time, it means that it can be more bespoke and meaningful to the travel experience. 
Making decisions when travelling and having information accessible in what can be frantic moments is all about convenience; if we, as data collectors and brands, can use data to display relevant and timely information or services to people to make their decisions and journeys better, then we are winning.

<h2 aria-level="2">How can airports use data responsibly?  </h2>
Personalisation undoubtedly improves the customer journey, but it can’t come at the cost of privacy. 
Paris gives her views on how airports can meet and exceed regulatory standards and build trust by being transparent, while using anonymised insights to improve experiences without compromising individual privacy.   
CAVU: How can airports balance a data-driven approach with passenger privacy concerns?  
Paris: Generally, passengers fall into behavioural segments, like frequent flyers, which means trends across groups are often more useful than data about individuals. That’s valuable not just for businesses aiming to optimise flight loads, but also for the environment, helping to coordinate routes, loads, and trip frequency more efficiently.  
Privacy concerns tend to arise around personalisation, but if it’s meaningful and based on clear, informed consent, it shouldn’t be a concern for brands.  
CAVU: What best practices should airports follow to ensure compliance with data protection regulations (e.g., GDPR)?  
Paris: At CAVU, we believe in going above and beyond data protection laws. It’s not just smart business; it also protects us against any potential regulatory changes. We’re always striving to be more responsible and ethical in how we handle personal data, guided by the principle: just because you can, doesn’t mean you should.  
CAVU: How can transparency and clear opt-in mechanisms help build trust in data-driven personalisation?  
Paris: Consent and transparency go hand in hand, and both are central to building trust. What’s crucial is clarity: people need to understand exactly what they’re agreeing to.   
Too often, it’s difficult for users to grasp how their data will be used or processed. That’s why it’s our responsibility, as customer-facing brands, to keep refining these methods and continually test them to ensure they’re clear and effective.  
CAVU: What role does anonymisation or aggregated data play in enhancing experiences while maintaining privacy?  
Paris: As brands and businesses, we’re not interested in snooping on personal details, we’re focused on understanding broader behavioural patterns across groups.  
By collecting pseudonymised data points, we can spot trends and shape the travel experience around them. We can also feed this data into models that infer outcomes at scale, helping us design better services based on aggregated insights. 
<h2 aria-level="2">Deliver data-led, connected travel experiences with propel™ </h2>
Airports need to embrace data and technology to meet the newfound expectations of modern travellers, and integrating data-driven strategies is central to transforming the passenger journey.  
<a href="https://ca.vu/platform/">propel™,</a> CAVU&#8217;s eCommerce platform, helps airports in this transformation. 
By offering a slick booking experience for services like parking, lounges, and FastTrack, propel™ not only improves customer satisfaction but also drives revenue growth. 
With features such as advanced pricing tools, detailed reporting, and access to a global distribution network, propel™ helps airports to: 
<ul>
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<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">Reach new markets, expand their customer base through a wider distribution network. </li>
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<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">Improve operational efficiency, ensuring services are fully booked and resources are used effectively. </li>
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<li data-leveltext="" data-font="Symbol" data-listid="6" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="4" data-aria-level="1">Get crystal-clear insights, allowing for informed decision-making and continued improvement. </li>
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<a href="https://ca.vu/get-in-touch/">Book a demo today</a> and see how propel™ can pave the way for a transition from traditional transit hubs to dynamic, customer-centric destinations.

Discover how data and technology can help airports reshape passenger experiences, with insight from Paris Bielby, Data Director at CAVU.

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