How personalisation transforms the passenger journey
Airlines can use personalised messaging to overcome choice paralysis at every stage of the passenger journey, ensuring that travellers receive relevant, timely, and actionable information without being overwhelmed by excessive choices.
1) Booking their flight
Personalisation starts long before a passenger arrives at the airport. By leveraging data from past bookings, PNR records, and CRM insights, airlines can serve passengers with tailored ancillary offers that genuinely meet their needs, rather than bombarding them with irrelevant options. For example, a family booking a holiday shouldn’t receive offers for two-seater sports cars or business lounges. Instead, airlines should serve family-friendly hotel options, extra baggage allowances, and kids’ meal upgrades - Improving CSAT and NPS scores, long term loyalty and driving ancillary revenue. Read how Edelweiss, part of the Lufthansa Group, increased its car bookings by 100% overnight with this approach.
2) During disruption
Disruption can happen at any stage of the journey, and how an airline responds determines not only immediate passenger satisfaction but also long-term loyalty. The most effective approach is personalised, proactive, and automated, helping passengers feel supported and in control while also reducing operational strain.
3) At home – Keeping passengers informed before they travel
The best way to manage disruption is to get ahead of it. Airlines can use personalisation to proactively notify passengers of potential disruptions before they leave home, helping them adjust their plans early.
- Flight status updates via the passenger’s preferred channel.
- Personalised travel advisories (e.g. roadworks, airport security delays, or weather risks).
- Alternative travel options tailored to those most at risk of missing connections.
Example: A family with young children is informed in advance of an expected flight delay, with an option to move to an earlier flight to minimise disruption.
4) En route to the airport – Guiding passengers before they arrive
Passengers in transit have fewer options and are more vulnerable to disruption. Personalised messaging can help them make better decisions before reaching the airport.
- Targeted alerts for affected passengers, preventing unnecessary trips to the airport.
- Priority security access, lounge passes, or Wi-Fi codes for impacted travellers.
- Airport facility information tailored to the passenger profile (e.g. play areas for families, business lounges for corporate travellers).
Example: A solo business traveller is informed of a delay and offered lounge access while they wait, reinforcing their loyalty to the airline.
5) At the airport – Keeping passengers informed and minimising disruption
Even when there’s no new information, passengers need reassurance. Real-time, personalised updates prevent frustration and confusion.
- Clear expectations about when the next update will be provided.
- Digital meal and refreshment vouchers, issued instantly via mobile (e.g. iCoupon).
- Dynamically offered hotel accommodation and transport for overnight delays.
Example: A delayed passenger receives a digital meal voucher via SMS and is offered a nearby hotel if their delay exceeds four hours - all without needing to queue or call customer service.
6) In the air – Enhancing the onboard experience
Passengers often board without knowing how their disruption will be handled. Providing updates mid-flight can reassure them and help them plan ahead.
- Onboard Wi-Fi access to allow passengers to manage their onward journey.
- iCoupon digital vouchers converted into onboard credits for food and drink.
- Cabin crew notifications about affected passengers, enabling empathetic service (e.g. British Airways' Know Me campaign).
Example: A passenger with a missed connection receives an in-flight message confirming they’ve been automatically rebooked on the next available flight.
7) In destination – Helping passengers make the most of unexpected delays
If a return journey is delayed, passengers shouldn’t be left waiting at the airport unnecessarily. Personalisation can transform a disruption into an opportunity.
- Timely alerts advising passengers not to travel to the airport too early.
- Personalised recommendations on how to spend extra time (e.g. sightseeing, dining, or shopping with exclusive discounts).
- Customised re-accommodation options, tailored to family vs solo travellers.
Example: A couple on holiday receives a notification that their evening flight is delayed until morning. Instead of waiting at the airport, they are offered a discount on a nearby restaurant and an option for a late hotel checkout.
8) After landing – Ensuring a smooth arrival
Disruption doesn’t end when the plane touches down. Proactive recovery measures can help turn a frustrating experience into a positive one.
- Instant apology messages, acknowledging the inconvenience.
- Automated compensation processing, including EU261/DOT claims.
- Onward travel updates, such as baggage tracking or rebooking assistance.
Example: A passenger arriving after a significant delay receives a message confirming their compensation has already been processed, avoiding the frustration of making a claim.
9) Back at home – Following up and rebuilding trust
The final opportunity to reinforce trust comes after the journey ends. A well-timed follow-up can leave a lasting impression.
- Personalised post-travel messaging, recognising the disruption.
- Customer feedback surveys, providing an outlet for frustration.
- Data-driven improvements, ensuring repeat passengers receive better treatment in future disruptions.
Example: A frequent flyer who has experienced multiple delays receives an exclusive loyalty offer or upgrade on their next flight, reinforcing their value to the airline.
Smart recommendations in action.
Just as streaming platforms like Netflix suggest content based on previous viewing habits, airlines can use data-driven insights to present passengers with the most relevant rebooking, upgrade, or compensation options. Microsites with deep links make this process seamless. Integrated with the PNR, relevant information is pre-filled, removing the need for passengers to manually input details or search for alternative options.
- Passengers receive a pre-filled re-accommodation offer with their new flight details.
- They can accept the suggested option instantly or choose to explore alternatives.
- If an overnight delay occurs, they can select hotel and transport options with just a tap.
By reducing the number of choices and curating the most relevant solutions, airlines simplify the passenger experience - turning a potentially frustrating disruption into a well-managed process that passengers will remember positively.
Making Disruption Management Work for Passengers and Airlines
By proactively managing disruption at every stage, airlines can:
- Improve the passenger experience with timely, relevant communication.
- Reduce operational strain by automating self-service solutions.
- Increase long-term loyalty by ensuring disruptions are well-managed.
Think, “Because you watched X you may enjoy Y” on Netflix and “People who bought X also bought Y” on Amazon
Smart recommendations in action. Airlines must use data-driven insights to present passengers with the most relevant rebooking, upgrade, or compensation options. Microsites with deep links make this process seamless. Integrated with the PNR, relevant information is pre-filled, removing the need for passengers to manually input details or search for alternative options.
- Passengers receive a pre-filled re-accommodation offer with their new flight details.
- They can accept the suggested option instantly or choose to explore alternatives.
- If an overnight delay occurs, they can select hotel and transport options with just a tap.
By reducing the number of choices and curating the most relevant solutions, airlines simplify the passenger experience - turning a potentially frustrating disruption into a well-managed process that passengers will remember positively.
