Airport / Travel
Cleared for Takeoff: Taking Customer Experience to New Heights at 2 Airports
Unifying customer data across 5+ channels and enabling personalised marketing campaigns for major UK airports.
5+
Channels Unified
25%
Conversion Uplift
2M+
Customer Records
The Challenge
A major UK airport was collecting customer data across multiple channels—WiFi, parking, retail, lounges, and loyalty programmes—but had no unified view. Marketing campaigns were generic, segmentation was impossible, and retail conversion opportunities were missed.
The business wanted to create personalised traveller experiences, increase retail spend per passenger, and build a competitive advantage through data-driven marketing. They needed a CRM platform that could unify 2M+ customer records and enable multi-channel campaign orchestration.
Our Approach
We designed and implemented a Salesforce Marketing Cloud solution integrated with existing transactional systems. Data from WiFi, parking, retail POS, lounge access, and loyalty was unified into a single customer data platform with identity resolution and de-duplication.
Marketing journeys were built for pre-travel (parking, fast track), day-of-travel (retail offers, lounge upgrades), and post-travel (feedback, loyalty). Segmentation models enabled targeting based on travel frequency, spend patterns, and channel preferences. GDPR compliance and consent management were embedded throughout.
The Impact
The airport now has a 360° view of 2M+ customers across all touchpoints. Personalised campaigns drive 25% higher conversion rates compared to previous generic email blasts. Retail pre-order campaigns increased average basket size by 18%.
Parking advance bookings grew 30% through targeted pre-travel journeys. The marketing team can now launch campaigns in hours instead of weeks, and detailed attribution reporting shows clear ROI for every initiative. Customer satisfaction scores improved by 12% due to more relevant, timely communications.