How can data and tech reshape passenger experiences?

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. 

The power of passenger data and technology 

Airports are inundated with data. 

In 2024, an estimated 5 billion passengers took to the skies 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. 

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. 

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.  

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.  

How does data improve personalisation throughout the passenger journey? 

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. 

How can airports use data responsibly?  

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. 

Deliver data-led, connected travel experiences with propel™ 

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.  

propel™, CAVU’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: 

• Sell the right products at the right prices, using data-led insights to improve offerings. 

• Reach new markets, expand their customer base through a wider distribution network. 

• Improve operational efficiency, ensuring services are fully booked and resources are used effectively. 

• Get crystal-clear insights, allowing for informed decision-making and continued improvement. 

Book a demo today and see how propel™ can pave the way for a transition from traditional transit hubs to dynamic, customer-centric destinations.