Get In Touch

Insights & Innovation

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.

We’re excited to announce that <a href="https://www.sunshinecoastairport.com.au">Sunshine Coast Airport</a> has chosen <a href="https://ca.vu/platform/">propel™</a> as its new parking pre-book platform. 
propel™ replaces the airport’s existing system and offers travellers a smoother, more customer-friendly experience while helping the airport drive greater commercial performance 
Stewart Bryant, Commercial Manager &#8211; Parking and Ground Transport at Sunshine Coast Airport, said: 
<blockquote>The partnership with CAVU is designed to provide our customers with an easy parking and airport experience. 
The new online booking system allows customers to pre-book and secure a parking spot in a simplified way through a more intuitive and user-friendly website process. Making parking and travel for business, seeing family or holidays even easier at Sunshine Coast Airport. 
We anticipate the new online booking system will be operational in August. We needed to create an enjoyable customer booking and parking experience, and CAVU was the ideal choice.</blockquote>
This represents a step forward in CAVU’s mission to modernise airport parking, and we’re excited to collaborate with Sunshine Coast Airport’s team to deliver a solution that benefits both passengers and the business.

Sunshine Coast Airport selects propel™ as its new parking platform, offering smoother bookings and stronger commercial performance with CAVU.

Artboard 2@Sunshine Coast Propel

Sunshine Coast Airport selects propel™ as its new parking pre-book platform

We’re excited to welcome John Upton to CAVU as our new Chief Experiences Officer.
With nearly three decades of experience across industries as varied as law, hospitality, and aviation, John brings a unique and energetic perspective to the team — and a whole lot of passion for creating exceptional customer journeys.
<h2>Getting to know John</h2>
What does your role involve? 
“I’m delighted to have joined CAVU as Chief Experiences Officer. My main goal is to help us continue — and accelerate — the phenomenal growth we’re seeing across the Experiences business. That means opening new lounges around the world, helping our existing lounges keep growing and delighting customers, and, just as importantly, creating more opportunities for our talented people.”
Tell us a bit about your background — where has your career taken you so far? 
“I’ve had quite a ride over the past 30 years… I started off as a corporate lawyer, moved on to making Big Macs at McDonald’s, and more recently ended up running an airport. With a few exciting roles in between! I’ve had many highlights, from running Hamburger University to turning around a couple of businesses in more recent years.”
What attracted you to CAVU? 
“Reputation and the opportunity. And Martin, of course!”
And your first impression? 
“Passionate, committed people with a clear mandate to grow.”
What are you most looking forward to this year? 
“Seeing us open more lounges!”
Where will your focus lie in the months ahead? 
“Finding ways for Experiences to operate better and grow quicker.”
How would you define good leadership? 
“Providing clarity for the mission, underpinned by the right tools and resources, and enabling positive, constructive accountability.”
<h2 aria-level="2">Quickfire round</h2>
CAVU in three words? 
&#8220;Innovative. Passion. Future.&#8221;
Favourite way to switch off after work? 
&#8220;Rolling a cricket wicket.&#8221;
Favourite airport — and why? 
&#8220;Brisbane. Fabulous terminal and a great airport team to work with.&#8221;
City you’d fly back to in a heartbeat? 
&#8220;Vancouver.&#8221;
Surprising fact? 
&#8220;My first car — a brown Austin Allegro— was written off when a JCB drove into the back of it. I’ve been thankful to the JCB driver ever since! &#8221;
Welcome to CAVU, John. We’re thrilled to have you on board and can’t wait to see where you take Experiences next.

Meet John Upton, CAVU’s new Chief Experiences Officer, bringing global growth, bold leadership, and lounge expansion plans.

Aditya Vyas Mwwi0Ngk0lI Unsplash

Introducing… John Upton, Chief Experience Officer at CAVU

We’re delighted to welcome Caroline Exley to CAVU as our new Chief Financial Officer. 
With deep experience in audit, M&amp;A, and finance leadership, Caroline brings a thoughtful and strategic mindset to CAVU’s next phase of growth, as well as a genuine focus on improving the experience for both teams and customers. 
<h2 aria-level="2">Getting to know Caroline </h2>
What is your role at CAVU and what are your main responsibilities?
&#8220;I’m pleased to have joined as Chief Financial Officer. My main aim is to drive the business strategy set by Martin and ExCo, to deliver profitability for our shareholders and, as part of MAG Group, to contribute to its wider success. I’m also here to offer challenge on decisions as part of ExCo, to encourage and support all the teams, particularly the finance team, and to ensure the business can support the growth trajectory by improving systems and processes, while controlling risk.&#8221; 
Can you give a brief overview of your previous experience and career highlights?
&#8220;I started at PwC in audit and moved into M&amp;A across various businesses. I set up a small accountancy practice while raising two boys, then worked my way up an entrepreneurial organisation to become CFO of a US-based payroll provider, which we exited to private equity. I returned to the UK time zone at Travel Counsellors as Director of Finance before arriving at CAVU.&#8221; 
What attracted you to CAVU?
&#8220;I was attracted by the prospect of working with Martin and the opportunity to support a successful part of MAG, which in turn is a strong contributor to the Manchester and UK economy.&#8221; 
What was your first impression of CAVU?
&#8220;Fast paced and ambitious.&#8221; 
What are you most looking forward to this year?
&#8220;Seeing the migrations complete after the hard work of the last few years. That will allow us to focus forwards onto new, exciting opportunities, and help the team resolve some of those tricky back office challenges.&#8221; 
Where will your focus lie in the months ahead?
&#8220;Supporting growth, integrating Parkos, and collaborating across the business and with MAG to make our journey more frictionless, both for our team and our customers.&#8221; 
How would you define good leadership?
&#8220;A clear mission, humility and care.&#8221; 
<h2 aria-level="2">Quickfire round </h2>
CAVU in three words — go.
&#8220;Ambition. Support. Collaboration.&#8221; 
What’s your favourite way to switch off after work?
&#8220;Anything on or in the water, sailing, wingfoiling, swimming.&#8221; 
Favourite airport — and why?
&#8220;Manchester. You can take the girl out of Manchester, but you can’t take Manchester out of the girl.&#8221; 
What’s a city you’d fly back to in a heartbeat?
&#8220;Boston.&#8221; 
Surprising fact about you?
&#8220;I lived on a boat in Portugal and Spain for seven months with my husband and our three-month-old son.&#8221; 
Welcome to CAVU, Caroline. We’re thrilled to have you on board.

Meet Caroline Exley, CAVU’s new CFO, here to support growth, streamline systems, and champion collaboration across the business.

Gilbert Ng WO2Pfxc 24U Unsplash

Introducing… Caroline Exley, Chief Financial Officer at CAVU

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.

Book a Demo

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.

Get in Touch

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.

Insights and innovation

CAVU welcomes Nick Woods as Managing Director

The Data Strategy Blueprint: Laying the Foundations for Commercial Growth [Webinar]

Mapping the future of travel experiences [Infographic]

Sunshine Coast Airport selects propel™ as its new parking pre-book platform

Introducing… John Upton, Chief Experience Officer at CAVU

Introducing… Caroline Exley, Chief Financial Officer at CAVU

How are premium services improving the passenger experience?

AI and IoT: The smart tech revolutionising travel

How innovation is driving passenger experience and revenue growth