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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.

With data-driven technologies continuing to transform the travel industry, there’s an added focus on using AI and automation responsibly.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Whether it’s improving passenger experiences, or ensuring ethical data governance, it’s pivotal for companies to strike a balance between innovation and privacy.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
In this article, <a href="https://www.linkedin.com/in/parisbielby/">Paris Bielby, Director of Data at CAVU</a>, shares her thoughts on the biggest data trends of 2024 and what’s ahead for 2025.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240,&quot;335559740&quot;:360}"> 
Paris shares insights on how generative AI is reshaping travel, why ethical data handling is critical, and how <a href="https://ca.vu/insights/connected-travel-and-personalisation-in-the-passenger-journey/">integration and personalisation</a> will unlock new possibilities for passengers.

CAVU: What key data trends did you observe in 2024, and how do you expect them to evolve by 2025?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: Lately, there’s been a lot of excitement about large language models, like generative AI and ChatGPT.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
People have been chatting about how these technologies can streamline processes and enhance how we share essential information, socially and in business.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
But what’s encouraging is that my fellow subject matter experts are focusing on responsible data handling—examining how much data we collect and how we use it. I’m glad to see this conversation thriving and integrated into our CAVU data management practices. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
CAVU: How will data governance need to evolve in 2025 to ensure ethical AI use across the interconnected travel ecosystem?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: One way to strike a balance between consent, data usage, and responsibility is by looking at the overall trends of our visitors and users.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
This allows us to <a href="https://ca.vu/insights/airport-experiences-consumer-needs/">create thoughtful experiences</a> without compromising individuals&#8217; privacy or complicating consent around data use.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
Plus, it means that brands like CAVU can keep enhancing our products without depending on personal data.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
CAVU: What measures will be essential to safeguard passenger data from misuse in AI-driven systems within the travel industry?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: Mobility data offers a fantastic chance to help passengers enjoy more efficient and eco-friendly journeys, and it can be tailored based on various factors—even air quality!<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
However, it&#8217;s crucial for companies to make sure this information is processed and presented in a way that’s clear and relevant for everyone. If they don’t, there’s a real risk of people getting mixed signals or being misled.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
CAVU: In 2025, how will data integration enable more seamless and efficient travel journeys?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: Generative AI is changing the game when it comes to booking experiences. It helps match up details like personal Information and flight dates across different platforms meaning fewer typing mistakes and a lot less hassle for users.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
I also find it exciting how weather and behavioural data can contribute to sustainability indicators.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
With more travellers looking for eco-friendly options, integrated data can give insights into the environmental impact of different travel choices, making it easier for everyone to make greener decisions.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}">

CAVU: What new forms of personalisation will be achievable by 2025, and how will data enable this transformation?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: When people think of personalisation, they often focus on offering tailored purchase opportunities to users, and while that’s part of it, it goes far beyond just sales.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
One aspect that’s often overlooked is how we can adjust experiences for specific groups, especially those who may be vulnerable or have unique neurodiversity needs. For instance, if autistic travellers are open to sharing information about their sensitivity to noise, travel brands could provide recommendations for quieter flight times or suggest terminal areas with peaceful, quiet zones.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
This level of personalisation not only improves their travel experience but also shows a real understanding of their needs.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
CAVU: How will data-driven technologies reshape airport and flight experience for passengers?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: The future of travel can be more inclusive of different passenger types – such as people sensitive to noise or busy crowds.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
While travel can be exacerbating for many people, there are ways that data can be used to advise on quieter travel times, routes and combined modes of transport.<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
This creates a more inclusive industry and widens the pool of people who should be able to unlock their worldly and adventurous sides. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360,&quot;335559991&quot;:0}"> 
CAVU: How can data insights optimise upselling and cross-selling at different stages of the passenger journey in 2025?<span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
Paris: When it comes to pre-travel upselling, it&#8217;s all about making things convenient. Using generative AI can help streamline how information is shared during transactions, leading to higher conversion rates. 
During the travel experience, it’s more about understanding behavioural trends and passenger sentiments. If people in departure lounges are looking for more space, data can help manage the timing for when passengers are called to the gate, allowing everyone to move around more comfortably. <span data-ccp-props="{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335557856&quot;:16777215,&quot;335559685&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:360}"> 
After the travel experience, the focus shifts to how brands can get creative and incentivise feedback. If companies want to know what rewards or incentives their customers would appreciate, they need to offer something in return for that feedback. It&#8217;s a win-win to keep the conversation going!

<h2 aria-level="2">Adopt a Data-Led Approach with Propel™</h2>
Data-led strategies are essential for driving growth and enhancing customer experiences. 
<a href="https://ca.vu/platform/">Propel™</a> supports these strategies by providing detailed reporting and crystal-clear insights into product performance and customer behaviour, allowing you to make informed decisions, optimise your offerings, and improve revenue management. 
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Paris Bielby, Director of Data at CAVU, shares her thoughts on the biggest data trends of 2024 and what’s ahead for 2025.

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How Data, AI, and Ethical Innovation Are Shaping Travel in 2025

The journey through an airport is no longer just a means to an end—it’s becoming a curated experience that caters to the diverse needs of modern travellers. 
Heidi Stancliffe, Head of Product Strategy for Experiences at CAVU, reflects on the standout innovations of 2024 and explores what lies ahead in 2025. 
From incorporating local culture into the terminal design to leveraging AI for seamless journeys, airports are embracing transformative changes to enhance convenience and enjoyment. 
This Q&amp;A unpacks the key trends shaping the passenger experience, offering insights into how airports balance sustainability, personalisation, and the demand for memorable experiences. 
CAVU: Looking back at 2024, what developments in passenger experiences do you think have been most impactful for improving customer journeys? 
Heidi: ‘Sense of place’ has become the cornerstone of airport development, with large and small airports seeking to reflect the physical environment and community of the city or region through terminal design and concessions. This trend has helped create more authentic, localised experiences for passengers. 
Expectations around Food &amp; Beverage have also risen, with passengers now seeking freshly prepared, locally influenced options when at the airport. Lounges, too, are evolving—becoming more focused on dining and offering restaurant-style experiences as part of the broader journey. 
Wellness remains a key consumer trend, manifesting in various forms such as exercise, spa, and sleep facilities, as well as sensory experiences like mindfulness and nutrition-based services. 
We also saw exciting new concepts in 2024 that will continue to develop into 2025. For example, six next-generation Escape Lounges are set to open in Q1 alone, raising the bar in terms of amenities, style, and culinary offerings. 
And of course, a round-up of 2024 wouldn’t be complete without mentioning aether The Private Terminal at Manchester Airport, which has received glowing reviews since its November opening.

CAVU: What key trends in passenger experiences do you predict will emerge in 2025? 
Heidi: Lounge access has really democratised in recent years, and it’s now a norm for many travellers. However, as lounges become busier, we’re likely to see waitlists for entry. 
To meet demand, airports will continue to open more common-use lounges, particularly in the US, which is still a relatively underserved market. Larger locations may introduce different concepts or areas within lounges to cater to diverse passenger needs. Additionally, I foresee lounge access schemes evolving toward pre-booking models to guarantee entry. 
I’m particularly excited about the rise of new Low-Cost Carrier (LCC) lounges. These brands are more relaxed and playful than traditional lounges, and I’m keen to see how they integrate this approach into their lounge products. 
CAVU: In what ways do you think airports will personalise their services to meet the growing demand for seamless, stress-free travel? 
Heidi: Technologies like geolocation, automation, and generative AI are making it easier for airports to personalise content and communications for passengers. These advancements are allowing for real-time information and better options, especially during disruptions. 
While some of these technologies have been in development for years, their increasing maturity will soon lead to a noticeable positive impact on passenger experiences. 
That said, there’s always the risk of digital fatigue. Travelers often get frustrated by clunky chatbots or the need to enrol for services they’ll only use once. Airports still struggle with fragmented infrastructure, making it difficult to offer truly seamless journeys across the board. 
Ultimately, the key is to balance every day, transactional experiences—which should ideally be almost invisible to passengers—with more special and memorable ones. Technology excels at improving the former, but it can also enhance premium experiences, though human interaction still plays a central role in creating those ‘magical moments.’ 
CAVU: Do you foresee sustainability influencing the types of experiences airports prioritise for passengers in 2025? 
Heidi: Sustainability is becoming increasingly important for airports, especially when it comes to choosing partners and concessionaires. For instance, Escape Lounges have been single-use plastic-free for several years, which is now becoming a standard in the industry. 
We also cook from scratch in our lounges, significantly reducing packaging waste, and 40% of the products consumed in our Manchester Airport lounges are sourced from within a 40-mile radius. 
Sustainability is no longer just about the environment; it’s also about taking a holistic approach to ‘People + Planet.’ This includes ensuring fair wages, addressing modern slavery in supply chains, and focusing on equality, diversity, and inclusion. 
At CAVU, our ‘People first, results will follow’ value guides our approach, ensuring the well-being of our staff is always a priority.

Heidi Stancliffe, Head of Product Strategy at CAVU, reflects on the standout innovations of 2024 and explores what lies ahead in 2025. 

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The Airport’s Role in Refining the Passenger Experience in 2025

The future of connected travel hinges on the ability to create more personalised, seamless experiences for passengers. 
As customer expectations shift towards greater convenience, real-time updates, and sustainability, CAVU&#8217;s Head of Customer Marketing, Roisin Evans and Chief Customer Officer, Simon Butterworth, discuss the role technology will play in meeting these demands. 
From AI-driven personalisation to the integration of single-basket booking systems, this article explores the innovations that will reshape how passengers plan, book, and experience their journeys in 2025. 
CAVU: In 2024, what changes have you observed in customer expectations when it comes to booking and managing their journeys? 
Roisin: In 2024, customers are more cautious about spending and expect maximum value at every stage of their journey. Personalisation has become essential, with seamless, lifecycle-driven experiences powered by first-party data now a standard expectation. Generic marketing no longer works—customers demand tailored, multi-channel communication that makes them feel understood and valued. 
Frictionless journeys and excellent customer service are now critical, with people expecting to be recognised and have their information accessible throughout their interactions. Inspirational and engaging content has also grown in importance, as customers increasingly seek experiences that are both easy and meaningful. 
To meet these expectations, businesses must demonstrate value, leverage data effectively, and deliver consistent, personalised interactions. Those that do will not only meet but exceed customer expectations, building long-term loyalty. 
Simon: Customers now expect a much higher degree of personalisation in their booking experiences. They want platforms to recognise their preferences from previous journeys and offer tailored suggestions.
Convenience is more important than ever—everything needs to be quick, seamless, and intuitive. They’ve also become more reliant on real-time updates; whether it’s information about delays, gate changes, or alternative options, they expect to be informed immediately. 
Sustainability is also playing a much bigger role. Many actively look for options that align with their values, such as carbon-neutral flights or greener modes of transport. It’s not just about the convenience of travel anymore; customers want to feel like they’re making responsible choices.

CAVU: How do you envision single-basket booking transforming the way passengers plan and manage their journeys in 2025? 
Roisin: The single-basket booking is set to significantly improve how passengers plan and manage their journeys by addressing a common pain point—overwhelm. Many travellers currently spend hours searching multiple websites to piece together travel products that meet their needs. For most, this process feels stressful and time-consuming, even though a few may enjoy the detailed planning.
Single-basket booking simplifies this experience by allowing passengers to combine all their travel essentials into a single, seamless transaction. This approach not only streamlines the planning process but also ensures the experience is tailored to individual preferences, with the flexibility to add relevant products that enhance the journey. It prioritises convenience and a smoother, stress-free experience.
For passengers, this results in reduced stress, easier choices, and a more enjoyable booking process. For businesses, it creates opportunities to offer more personalised options, increase transaction value, and boost profitability while fostering customer loyalty through an efficient and user-friendly booking journey. 
Simon: Single-basket booking will simplify the entire journey experience. Passengers won’t need to jump between different platforms or providers to organise their trip—it’ll all be in one place. For example, you could book your flight, hotel, airport parking, and even add extras like meals or lounge access, all at the same time. 
This doesn’t just save time; it creates a much more cohesive experience. If there are disruptions, the single-basket system could automatically reconfigure all the different elements of the journey—changing hotel bookings or transport arrangements to align with updated flight schedules, for instance, giving passengers greater confidence and control when they&#8217;re making travel plans.

CAVU: How do you see technology’s role in connected travel evolving in 2025? 
Roisin: In 2025, technology will be pivotal in shaping the future of connected travel, combining data-driven insights with human-centred design to deliver seamless and personalised experiences. Tools like chatbots, virtual assistants, and AI-driven personalised content will evolve further, enabling brands to analyse customer data more effectively and engage meaningfully across digital channels. 
Advanced technologies such as AI, machine learning, and predictive modelling will be critical for managing the complexity of customer needs at scale.
These tools will allow businesses to predict behaviour, recommend relevant products, and personalise interactions based on individual preferences, ensuring that every touchpoint feels tailored and intuitive. 
By leveraging these advancements, businesses can create connected travel experiences that are smarter, more seamless, and deeply aligned with the expectations of modern travellers. 
Simon: Technology is going to make travel even more seamless by breaking down the barriers between different parts of the journey. AI will play a huge role here, helping to predict disruptions before they happen and offering real-time alternatives. We’re also going to see more integration between different travel providers so passengers can move between them effortlessly. 
I think biometrics will also become more widespread, making check-in and security processes faster and more secure. The aim will be to create a connected travel ecosystem where every part of the journey is linked, and passengers can move through it with minimal friction.

CAVU: What opportunities do you see for more connected customer experiences in 2025, and what role can CAVU play in bringing this to life? 
Roisin: The key to creating more connected customer experiences lies in breaking down data and system silos to deliver a seamless and unified journey across all touchpoints. Customers don’t see fragmented systems—they see one brand and expect consistent, cohesive interactions, whether online or offline. 
Achieving this requires a deep understanding of the end-to-end customer journey and leveraging technologies like AI-driven personalisation and predictive insights. By building a single customer view and analysing data in real-time, businesses can anticipate needs, offer tailored recommendations, and proactively resolve pain points. 
CAVU&#8217;s journey is to truly understand passengers and utilise technology and data to reduce fragmentation to deliver truly omnichannel experiences. By prioritising data privacy and transparency, CAVU aims to ensure that customer trust is maintained while leveraging cutting-edge solutions to create experiences that are connected and engaging. 
Simon: One of the biggest opportunities is creating a connected experience, where customers feel supported at every stage of their journey. This could include things like proactive communication when there are delays, seamless handoffs between different service providers, or the ability to easily make changes to bookings on the go. 
CAVU can play a central role in making this a reality. We already have the technology to connect these different pieces of the puzzle; the next step is bringing them together in a way that feels effortless for the customer. By focusing on personalisation, real-time updates, and sustainability, CAVU can help create a travel experience that’s not just efficient but genuinely enjoyable.

<h2 aria-level="2">Transform the Travel Experience with Propel </h2>
The integration of technology and personalisation will be key to staying competitive and meeting customer expectations in 2025. 
With AI-driven solutions, seamless journey management, and a unified approach to data, the opportunities for revolutionising passenger experiences are endless. 
<a href="https://ca.vu/platform/">Propel, our eCommerce platform</a>, has been designed to help you bring these forward-thinking ideas to life. By combining advanced technology with customer-centric design, Propel makes it easier for you to create more connected, personalised, and frictionless experiences for your passengers. 
Whether you&#8217;re looking to simplify bookings, improve service delivery, or improve operational efficiency, Propel is the tool you need to transform your business in 2025. 
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CAVU’s Roisin Evans and Simon Butterworth share their perspectives on technology’s role in driving greater convenience, real-time updates, and sustainability, 

Passenger Journey

How Will Connected Travel and Personalisation Revolutionise the Passenger Journey?

Airports are continuing to evolve in response to growing passenger expectations and shifting market dynamics. 
In this article, Martin Jones, CEO at CAVU, shares his perspectives on how personalisation, collaboration, and cutting-edge technology, such as AI and data analytics, will be pivotal in transforming the passenger journey in 2025. 
From the role of dynamic pricing to overcoming data fragmentation, Martin highlights the opportunities and obstacles airports must navigate to create a seamless, more connected travel experience. 
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Jump to:
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<li><a href="#trends">Key trends that have impacted the airport and travel industry</a></li>
<li><a href="#expectations">How passenger expectations will evolve in 2025</a></li>
<li><a href="#technology">Technology advancements transforming the passenger journey in 2025</a></li>
<li><a href="#challenges">Potential challenges for the industry in 2025</a></li>
</ul>
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CAVU: Reflecting on 2024, what key trends or shifts do you think have had the most significant impact on the airport and travel industry?
Martin: Passengers, certainly from an airport perspective, are largely unknown because they’ve booked with others. This makes it harder to <a id="menur22ka" class="fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn" title="https://ca.vu/insights/data-driven-personalisation/" href="https://ca.vu/insights/data-driven-personalisation/" target="_blank" rel="noreferrer noopener" aria-label="Link personalise the airport experience">personalise the airport experience</a>. There’s been a shift towards passengers expectations around personalisation and an expectation data will be used to improve the customer experience in a more bespoke and personalised way.
The traditional three airport revenue streams of aviation revenues landing fees, retail, and <a id="menur22kc" class="fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn" title="https://ca.vu/insights/unlocking-the-potential-of-airport-car-parking/" href="https://ca.vu/insights/unlocking-the-potential-of-airport-car-parking/" target="_blank" rel="noreferrer noopener" aria-label="Link car parking">car parking</a> constantly evolve. Near-term changes e.g. the growth of online retail, new modes of transport e.g. Uber along with mid-term evolutions such as the introduction of autonomous vehicles and the impact on parking all mean the traditional non-aero revenue streams will continue to change and evolve,
The growth of low-cost carriers, which need to operate on a lower-cost model, adds further pressure on airports to evolve to ensure their facilities meet the needs of future travellers while continuing to be commercially successful.
CAVU: How do you think passenger expectations will evolve this year, and how can the industry keep up?
Martin: Giving people choices as they travel is key. Instead of pushing everyone through the same funnel, passengers should have options, like how they want to get to the airport, how to get through security, what they do whilst they wait for their flight to board etc. Some may even want to skip the main terminal experience entirely, with options like <a id="menur22ke" class="fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn" title="https://experienceaether.com/" href="https://experienceaether.com/" target="_blank" rel="noreferrer noopener" aria-label="Link aether">aether</a>, this is now possible.
It’s about giving people real choices as they travel allowing them to make trade-offs between cost and convenience.  People like the opportunity to curate their travel experiences based on their preferences and budget, but everybody equally expects the basics to be done well e.g. maintaining general cleanliness, high washroom standards etc.
There’s also an opportunity for better collaboration between airports, airlines, concessionaires and other stakeholders to make the pie bigger rather than fighting over how it’s distributed. Collectively improving the passenger experience will benefit everyone, as the only person who misses out when there’s division is the passenger.
CAVU: What technological advancements will have the most transformative impact on the airport passenger journey in 2025?
Martin: AI has the potential to drive greater business efficiency, better commercial decision making and improved customer experiences. But underpinning all of this is the need to be good at data.  Getting this right should be the initial focus for most businesses.
Data is currently fragmented across many parts of the customer journey, and there’s a need to get a single view of the customer. Without this, individual touchpoints could be improved but the end-to-end customer journey will remain fragmented.
AI can deliver greater insights into passenger preferences, enabling airports to offer tailored and personalised services. For example, it can support dynamic pricing, in-trip notifications about products and services, bespoke marketing campaigns etc all of which consider price, availability and relevancy ensuring good value and relevant content is delivered to passengers.
CAVU: Do you anticipate any major disruptions or challenges for the industry in 2025? If so, what are they, and how can they be overcome?
Martin: Collaboration remains an opportunity. Airports, airlines, concessionaires and other stakeholders could work together more effectively to improve the passenger experience and reduce fragmentation. Otherwise, the only one who loses out is the passenger.
Another challenge lies in the need to balance cost pressures with rising passenger expectations. Pre booking, dynamic pricing and innovative revenue models will be essential in addressing these issues.
Finally, fragmented data continues to be a significant hurdle. Developing robust data-sharing frameworks and integrating data across the passenger journey will be critical to unlocking the full potential of technologies like AI.
Ultimately, collaboration, innovation, and focus on the passenger journey are the keys to overcoming these challenges.

Martin Jones, CEO at CAVU, shares his perspectives on how personalisation, collaboration, and cutting-edge technology, such as AI and data analytics, will be pivotal in transforming the passenger journey in 2025. 

Sunrise Over Stansted Airport In Essex, UK

What Will Be the Key Airport Technology Trends and Challenges in 2025?

CAVU attended the Trinity Forum 2024 in Vietnam, joining leaders from across the travel industry to discuss the future of airport experiences.
This year’s event highlighted a crucial theme: pioneering growth and innovation in a post-pandemic world by adapting to travellers&#8217; ever-changing expectations. 
Among the standout discussions was how data unlocks new possibilities, turning airports into vibrant destinations rather than simple transit points. As passenger numbers continue to climb, data has become a powerful tool in shaping more personalised, engaging, and seamless airport experiences. 
Here’s a closer look at how data-driven strategies usher in a new airport era.

<h2 aria-level="2">Data’s Role in Mapping the Passenger Journey </h2>
Understanding every aspect of the passenger journey is critical in the competitive travel market. Data allows airports and retailers to analyse and predict customer preferences — what they buy, where they travel, how often they fly, and even how they spend their time. 
Airports can now leverage these insights to craft highly targeted messaging and experiences tailored to each passenger. For instance, a frequent flyer might receive discounts on premium lounge access, while an infrequent traveller could be nudged with promotions for convenience-focused amenities.  
A prime example of data innovation is Qatar Airways and its world-class hub. With 80-85% of passengers in transit at its hub, Qatar’s airport experience goes beyond functionality through a mix of digital and physical offerings. Think luxury pop-ups like the Dior Spa, barber shops, and a bustling shopping souk. These experiences bring the culture of Qatar directly to passengers, even if they never leave the airport. 
<h2 aria-level="2">Personalisation for Every Passenger </h2>
Data-driven personalisation isn’t just for high-end travellers. With the right approach, airports can cater to everyone, no matter their budget. Whether a passenger is looking for an affordable snack or a luxury item from a high-end brand, data makes it possible to curate the right mix of retail and F&amp;B offerings. 
This flexibility ensures that every passenger feels like the experience is tailored to them. For example, an economy traveller may receive promotions for affordable, convenient options. In contrast, a premium traveller could be targeted with offers for exclusive luxury goods or bespoke services like private lounges or fast-track security. 
Moreover, by understanding their passengers&#8217; demographics and cultural preferences, airports can craft highly localised experiences. For instance, if travellers from specific regions or countries pass through, the airport can adjust its retail and dining offerings to reflect their tastes, preferences, and cultural touchpoints.

<h2 aria-level="2">Why Bravery is Key to Long-Term Strategy </h2>
Creating truly innovative and personalised airport experiences requires bravery and long-term thinking. The best airport experiences aren’t built overnight. Instead, they come from bold investments in unique partnerships and cutting-edge offerings. 
At the Trinity Forum, experts emphasised the need for airports to look beyond short-term deals. Long-term collaborations with trusted brands create opportunities for standout experiences. This means thinking beyond the typical 3–5-year deals and focusing on partnerships that share a long-term vision. 
This forward-thinking approach was exemplified in Qatar’s partnership with global luxury brands, focusing on long-term relationships rather than the quick returns on investments often seen with traditional leasing models. The goal is to deliver memorable, exclusive experiences that elevate the passenger journey and set a new standard for airports worldwide. 
<h2 aria-level="2">Loyalty Programmes: A Data-Driven Edge  </h2>
Loyalty programmes are another critical piece of the personalisation puzzle. Qatar Airways, for example, integrates its duty-free offerings into its loyalty programmes, allowing passengers to earn points on purchases and use them on airport purchases, such as entry into VIP lounges or special shopping deals. This not only encourages spending but also increases customer retention. 
Through loyalty programmes, data can be used to offer more relevant and personalised rewards. By linking offers to an individual’s purchasing history, airlines and airports can ensure their passengers receive the most relevant incentives at the right time.
For example, premium passengers may receive tailored offers on luxury goods, while frequent flyers could access discounts on most used services.

<h2 aria-level="2">Cloud-Based Data Sharing: The Future of Seamless Travel</h2>
The future of personalised airport experiences lies in integrating data across the entire travel ecosystem. Qatar Airways is leading the charge with its 36Q cloud-based data-sharing platform, designed to enable brands to access actionable data points to elevate the passenger experience. 
This unified ecosystem provides precise, real-time insights that enable more personalised passenger experiences—from tailored retail offers to seamless customer service.  
<h2 aria-level="2">A New Era of Airport Innovation </h2>
Airports have an exciting opportunity to elevate the passenger experience through data and personalisation. The possibilities are vast, from creating bespoke experiences for luxury travellers to curating unique, culturally resonant offerings for every type of passenger. 
By embracing data, being brave enough to take risks, and thinking long-term, airports can not only meet but exceed the evolving expectations of today’s travellers, transforming from simple transit hubs into world-class destinations in their own right. 
The key is understanding and connecting with passengers on a deeper level and using data to craft a truly personalised and unforgettable journey.

<h2 aria-level="2">Introduce a Data-Led Approach with propel™   </h2>
To fully harness the power of data and personalisation, airports and brands need the right tools and platforms. 
Transform your airport’s passenger experience and unlock the potential of data-driven strategies with propel™. 
propel™ is a customisable e-commerce platform designed to enhance airport revenue and passenger experience by streamlining parking, lounge, and other bookings.  
<a href="https://ca.vu/platform/">Book a demo today</a> to discover how our platform can create personalised, unforgettable experiences for your passengers, drive loyalty and boost revenue.

CAVU attended the Trinity Forum 2024 in Vietnam, joining leaders from across the travel industry to discuss the future of airport experiences. This year’s event highlighted a critical theme: pioneering growth and innovation in a post-pandemic world by adapting to the ever-changing expectations of travellers. 

For Airlines And Travel Agents Visual

The Power of Data in Transforming the Travel Experience

At the Trinity Forum 2024 in Vietnam, industry leaders explored how generational changes and the demand for seamless, memorable experiences challenge airports to rethink their approach. 
With younger travellers prioritising convenience, personalised service, and immersive experiences, airports can reimagine themselves as destinations rather than just transit hubs. 
This article explores the demands of the modern traveller and focuses on ways airports can cater to their needs.
<h2 aria-level="2">Generational Shifts and the Demand for Experiential Value </h2>
Younger travellers, particularly Millennials and Gen Z, are setting the pace for change in the travel retail landscape.
Having grown up in a digital-first, omnichannel world, these consumers value immediate access, seamless interactions, and, increasingly, experiences over material goods. The term &#8220;Swiftanomics&#8221; captures this shift, referencing the high price many are willing to pay for experiences like Taylor Swift concerts, where tickets can exceed £850. 
This willingness to invest in experiences is reflected in their travel habits. Data shows that Gen Xers spent an average of $5,060 per trip, Millennials spent $4,141, and Gen Zs spent $2,788 on travel between 2020 and 2023. While these amounts are substantial, they also allow airports to tap into the younger traveller’s desire for unique, shareable, and memorable experiences. 
To encourage these travellers to spend more on experiences, airports must move away from traditional retail setups and embrace dynamic, shareable, and culturally resonant experiences. This could be done by creating immersive, Instagrammable environments with interactive art installations and themed lounges, tapping into their love for capturing and sharing unique moments online. 
Additionally, offering digital-first, seamless mobile experiences that allow for everything from booking to navigation via apps will appeal to their preference for using smartphones for convenience and real-time updates. 
By aligning with these unique preferences and values, airports can transform travel experiences, ensuring that it’s not only memorable but also more meaningful—and, ultimately, more profitable.

<h2 aria-level="2">Financial Constraints and the Need for Long-Term Vision</h2>
Despite the promise of increased passenger numbers, airports face significant financial challenges, with debt-to-EBITDA ratios having doubled in recent years. To sustain growth, airports must shift to a long-term perspective that goes beyond short-term revenue targets. 
This requires focusing on foundational investments that reflect evolving customer expectations, which can yield returns over time. Embracing a longer-term strategy to build infrastructure and services that accommodate these changing needs can help position airports for steady, sustainable growth. 
<h2 aria-level="2">Creating a Customer-Centric, Holistic Strategy </h2>
Today’s travellers seek a seamless experience, whether it’s the convenience of quick retail purchases or the opportunity to enjoy tailored dining and entertainment options. 
As expectations rise, airports must focus on delivering a holistic, customer-centric strategy that extends beyond transactions and emphasises relationship-building. By understanding travellers&#8217; wants, needs, and pain points as they move through and around the airport, airports can deliver experiences that truly resonate. 
According to Deloitte, <a href="https://www.deloittedigital.com/mt/en/insights/perspective/Personalising-The-Customer-Experience.html#:~:text=Deloitte%20research%20found%20that%20customer,that%20were%20not%20Customer%20focused.">customer-centric companies are 60% more profitable</a> than those that aren’t, highlighting the immense value of creating positive, personalised experiences that drive repeat business and enhance customer loyalty. 
However, many companies claim to be customer-centric, yet few truly are. A customer-centric company is evident in every interaction, focusing on putting the customer at the heart of everything it does—even over its own agenda. It means creating an environment where employees and customers experience different attitudes and actions. 
For airports, this customer-centric focus involves harnessing data and personalisation to offer more than just transactional experiences. 
From relevant retail recommendations to unique experiential offerings, airports can deliver tailored experiences that reflect each traveller&#8217;s individual preferences. This improves satisfaction and customer loyalty, as customers feel their preferences are being catered to. 
As younger generations like Millennials and Gen Z lead the charge for more dynamic, memorable travel experiences, airports must embrace these evolving demands by creating immersive, Instagrammable spaces and offering seamless digital-first interactions. By doing so, they can encourage greater spending and foster long-term relationships with a new generation of travellers.

<h2 aria-level="2">The Role of Travel Retail in Brand Building and Talent Development </h2>
Travel retail is emerging as a critical touchpoint for building brand affinity. When passengers encounter a brand in an airport setting, it’s more than just another retail transaction; it’s an opportunity to connect emotionally. 
This presents a valuable platform for brands to increase awareness, build loyalty, and make a lasting impression. Airports are thus evolving as environments where brand connection and experiential value come to the fore, adding layers to what was once a straightforward retail model. 
Equally important is the role of talent development within the airport environment. The calibre of customer service can make a substantial difference in the quality of a passenger’s experience. 
As demand grows for unique, memorable interactions, airports and their retail partners need to ensure they have the right talent and empowered staff to deliver personalised, impactful experiences.

<h2 aria-level="2">Opportunities for Brands to Capitalise on Shifting Consumer Behaviour </h2>
Brands operating within airports can stay competitive and relevant by catering to evolving consumer needs. Exclusive product lines, pop-up experiences, and tailored loyalty programmes can add significant value to the airport shopping experience, appealing to passengers seeking something unique. 
Rather than focusing solely on high-ticket items, brands can consider offering diverse experiences that align with traveller preferences, creating an environment that speaks to every budget and interest. 
Delivering value across various stakeholders—from travellers and airport employees to retail partners—will be key to navigating the current landscape. By staying nimble and adjusting to these evolving demands, brands can maintain relevance in a rapidly shifting market while enhancing the airport experience. 
<h2 aria-level="2">An Era of Transformation in the Airport Experience </h2>
The airport landscape is evolving, with today’s generational changes driving a shift toward a new type of experience. 
Airports that embrace this change will become transit points and destinations that captivate and engage. 
By developing a customer-centric approach, investing in long-term strategies, and focusing on talent and brand alignment, airports and their partners are positioned to redefine the travel experience for generations to come. 
This transformation era invites all stakeholders to innovate and create an airport experience that resonates with the modern traveller, setting a new standard in global travel.

At the Trinity Forum 2024 in Vietnam, industry leaders explored how generational changes and the demand for seamless, memorable experiences challenge airports to rethink their approach. 

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