Belfast International Airport is the principal airport for Northern Ireland, carrying over 5.6 million passengers to over 70 destinations each year. The Airport is centrally located in Northern Ireland. Its catchment area encompasses all of Northern Ireland and the border counties of the Republic of Ireland, with a population of 2m within two hours’ drive.
The main scheduled airlines operating from Belfast include EasyJet, Ryanair, Wizz Air, Jet2.com, Norwegian Air and Virgin Atlantic. The Airport has two cross runways, with a main runway capable of accommodating aircraft up to Category 9. There are extensive cargo handling facilities on site, and there is planning approval in place for a significant business park development. Belfast is looking to expand its route network, working with airlines to develop air services to key destinations.
On the ground, Belfast Airport needed to move away from an outdated online solution that was restrictive in its functionality and expensive to manage. The Airport wanted to be more engaged with passengers and optimise the revenue potential of its position as Northern Ireland’s main hub for air travel. It wanted to bring its customer experience more in line with the expectations of the modern digital-savvy traveller.
Belfast opted to use Rezcomm’s digital solutions to develop its own off-airport parking brand, Park N Fly. Instead of relying on a third-party operator as airports traditionally have, Park N Fly is owned and operated by Belfast International Airport. This not only allows Belfast to grow parking revenue, it means the Airport has access to valuable customer data that would previously have been captured by outside operators. This data can be used in customer engagement and digital marketing to increase ancillary revenue.
Using the full suite of Rezcomm solutions, Belfast International Airport has been able to:
Improve revenue across its car park portfolio, including its own off-airport Park N Fly brand
Introduce a much wider range of products and services quickly and easily
Improve pricing using the powerful yield management tools within the Rezcomm system
Reduce its dependency on expensive third party aggregators and improve its market share
Launch an effective digital engagement strategy to increase the wallet spend and the lifetime value of the customer
Integrate a new customer data monitoring system for parking, with dual identifiers (automatic number plate recognition (ANPR) and QR ticket codes
Add 5 new channel partners for the sale of parking and ancillary products, with the potential to include new airlines
Provide a season ticket facility for frequent flyer travellers
Increase ease of sales on its e-commerce platform by adding new payment service providers (PSPs)
Rezcomm began working with the airport in 2008 to enable customers to book their flights through its website
Since it was reopened as a civil airport in 1963 Belfast International has evolved to become Northern Ireland's busiest airport, and the second busiest in Ireland. In the last five decades passenger numbers have been steadily increasing and now stand at over 5m, departing to and arriving from key holiday destinations in the UK, Europe, and America. In 2010 the airport's terminal infrastructure was completed, including a new circulation core, preparing the airport for more growth in the future.
Prior to the major improvements made to the airport in 2010 Belfast International turned to Rezcomm to set up a system that would support its travel service throughout the changes it was undergoing and beyond. Rezcomm began working with the airport in 2008 to enable customers to book their flights through its website. With the addition of new routes it was essential that flights to existing destinations could be easily booked while promoting the new ones that were becoming available. In addition to this Belfast International required functionality on its homepage that would allow passengers both arriving and departing to hire a car before they arrived at their destination. Implementation of this was one of the key benefits that Rezcomm delivered and one that will continue to benefit its passengers for years to come.
Their approach is highly professional and I wouldn’t hesitate to recommend them to other organisations planning to expand their Digital Marketing.
Paul Sturgess - Group Commercial Manager
Regional & City Airports
Since Rezcomm technology has been utilised we have seen substantial year-on-year revenue growth.
Richard Gill - Head of Commercial
Increase revenue by selling pre book parking and any ancillary products or services in a single basket. Rezcomm’s beautifully designed, customisable shop effortlessly plugs into your existing website or app.Learn More
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