Reimagining the airport–customer relationship through customer relationship management

Abstract

This paper explores the strategic integration of customer relationship management (CRM) systems into airport operations as a means to enhance passenger engagement, drive revenue and future-proof the airport experience. While airports have historically lacked direct relationships with passengers, leaving that space to airlines, the digital transformation of travel has created a pressing need for airports to take ownership of the end-to-end passenger journey. This paper outlines how airports can shift from siloed, infrastructure-centric models to data-driven, traveller-centric ecosystems. Furthermore, it offers a detailed roadmap for implementing CRM, from centralising siloed data to activating personalised services, and outlines the organisational, technical and strategic components needed for success. It also provides a framework for selecting the right CRM platform, aligning stakeholders, phasing deployment and measuring impact through actionable key performance indicators (KPIs). Special attention is given to the governance structure needed for sustainable CRM execution, including the critical role of the CRM champion and cross-functional collaboration. Ultimately, the paper argues that CRM is not merely a tool, but a strategic lever for airports seeking to compete in an era of personalisation, digital commerce and elevated traveller expectations. By integrating CRM into their digital ecosystems, airports can create the next layer of value on top of their physical infrastructure, offering smarter, more personalised services that drive long-term growth and brand relevance. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.