How Will Connected Travel and Personalisation Revolutionise the Passenger Journey?

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’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: Customers in 2024 are a lot more cautious about how they’re spending their money, and they’re focused on getting as much value as possible from the services and products they buy.

That means businesses need to clearly show the value they’re offering. Marketing, e-commerce, and product delivery have to work together to make sure the right products are offered at the right price, based on where and when people are booking. 

It’s also more important than ever to have consistent and simple communication across multiple touchpoints. The economic challenges everyone’s facing have affected how people are buying, and it’s not just travel—it’s happening across the board. 

Customers are also getting a bit fatigued by marketing communication, so it’s vital to understand who they are and what they want. Personalisation has always been important, but now it’s essential. And it can’t just be on one channel—it has to happen everywhere.

For example, if a customer searches for something online, we need to retarget them with relevant social media ads, emails, and more. That kind of joined-up, personalised approach makes customers feel more valued and helps build emotional loyalty to the brand. 

We’re also seeing a real push for frictionless journeys and better customer service. People want to feel recognised at different stages of their journey and have their information ready and accessible. So diving deeper into what customers want and expect isn’t just important now—it’s going to be just as critical in 2025 and beyond. 

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: Booking a trip can feel overwhelming for a lot of people. Research shows customers visit loads of websites and go through dozens of sessions trying to piece together the perfect package for their needs. Some enjoy that kind of organisation, but for many, it’s stressful. 

A single-basket booking system changes everything by letting customers combine all their travel-related products—like flights, parking, and extras—into one seamless transaction. It makes things easier and more focused, ensuring the experience is tailored to their core needs while enhancing it with supplementary products. It’s about giving customers the best price and making the process as simple and frictionless as possible. 

From a business perspective, it’s a real opportunity to offer more choices, increase revenue per transaction, and boost overall profitability while improving the customer experience. 

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, and 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’re making travel plans.

CAVU: How do you see technology’s role in connected travel evolving in 2025? 

Roisin: Technology—especially AI, machine learning, and predictive modelling—is going to be absolutely critical in 2025. When you’ve got millions of customers in your database, it’s practically impossible to understand what every single one of them wants and deliver a personalised experience without advanced tech. 

AI lets us predict customer behaviour, recommend products they’re likely to buy, and even personalise pricing. For example, we can use it to work out whether a customer is likely to book, suggest products that suit them, or calculate their predicted lifetime value so we know how much to invest in them. It’s all about making smarter decisions that give customers a better experience. 

By using AI and data, we can meet customer expectations more effectively, make them feel valued, and build retention and loyalty. 

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: A big opportunity is breaking down the silos within organisations. Right now, a lot of teams, data, and operations work in isolation. But to customers, it all looks like one brand—they don’t see the silos. 

In 2025, it’s going to be about reducing those silos and creating a more connected view of the customer across different departments. Customers want to feel recognised, whether they’re booking a car park, logging into Wi-Fi, or making a booking. They want to know the information they’ve already shared is being used to make their experience easier and more seamless. 

CAVU has a real role to play in connecting data, teams, and products so we can deliver on customer expectations. It’s not just about having connected data—it’s about having connected operations and products too, so we can make the whole travel experience less fragmented and more enjoyable. 

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 amend 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. 

Transform the Travel Experience with Propel 

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. 

Propel, our eCommerce platform, 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’re looking to simplify bookings, improve service delivery, or improve operational efficiency, Propel is the tool you need to transform your business in 2025. 

Book a demo and discover how Propel can help you unlock new possibilities in connected travel.