The Power of Data in Transforming the Travel Experience
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.
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’ 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.
Data’s Role in Mapping the Passenger Journey
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.
Personalisation for Every Passenger
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&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’ 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.
Why Bravery is Key to Long-Term Strategy
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.
Loyalty Programmes: A Data-Driven Edge
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.
Cloud-Based Data Sharing: The Future of Seamless Travel
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.
A New Era of Airport Innovation
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.
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To fully harness the power of data and personalisation, airports and brands need the right tools and platforms.
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propel™ is a customisable e-commerce platform designed to enhance airport revenue and passenger experience by streamlining parking, lounge, and other bookings.
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