3 Parking Marketing Predictions To Watch

Parking is no longer just a place to leave a car – it’s a $7.16 billion global market on the brink of transformation, projected to soar to $27.85 billion by 2032. For airports, it already represents around 24% of non-aeronautical revenue, while in city environments, the demand for convenient, pre-booked parking is pushing digital innovation faster than ever.

The industry is at a tipping point. AI-powered personalisation, dynamic pricing, and omnichannel ecommerce strategies are changing how parking is marketed, sold, and experienced. For operators, the decisions made in the next 12 months will determine who leads this transformation, and who gets left behind.

Here’s what to expect…and how to stay ahead.

1.  Parking as part of an omnichannel ecommerce approach

Parking is no longer a standalone service. Today, cloud-based platforms like Rezcomm integrate parking with retail, dining, and even airport lounge bookings to create a seamless, unified customer journey.

For airports, parking is fundamental to the wider digital ecosystem, as it’s often the first digital touchpoint customers interact with, and therefore crucial for capturing valuable data. When customers book parking through an airport’s website, it opens the door to personalised upselling and cross-selling opportunities that drive significant ancillary revenue.

In cities, municipal operators are also leveraging booking platforms to make parking more convenient. Many are bundling parking with EV charging upsells, retail and dining offers, and passes for local attractions – encouraging a connected, cashless experience that increases dwell time and boosts spend city-wide.

Actionable steps:

Break down silos: Don’t treat parking as a separate channel. Integrate it fully into your omnichannel ecommerce strategy so you can market complementary services (like airport lounges or pre-order food and beverage) within the same booking flow.

Leverage partnerships: Work with platforms that combine advanced CRM tools and real-time analytics to capture richer customer data, improve segmentation, and make smarter marketing decisions.

When parking is embedded into the bigger ecommerce picture, it becomes a catalyst for revenue, loyalty, and long-term customer engagement.

2.  AI tools & hyper-personalisation in parking

AI has matured beyond experimentation. Real-time dashboards and intelligent recommendation engines are now standard across leading parking operations. Whether it is airports using AI to predict peak demand or city operators using chatbots to streamline customer support, the tools are here, and customers have come to expect them as part of their journey.

Personalisation in parking marketing is no longer a nice-to-have; it’s how you stand out. AI-driven CRM platforms can segment customers based on behaviour (such as booking frequency) and trigger automated, hyper-targeted messages. Think:

• A chatbot reminding frequent flyers of loyalty points they can redeem on pre-booked airport parking.
• Real-time push notifications suggesting a city commuter books in advance for a busy Friday event with an early-bird incentive.

Actionable steps:

Automate intelligently: Use AI-driven engagement tools to create tailored parking campaigns across email, SMS, and in-app messaging.

Refine segmentation: Integrated analytics make it easier to micro-segment customers and deliver campaigns that feel personalised, timely and relevant – boosting conversion rates.

In practice, this looks like an airport passenger booking valet parking near the terminal and receiving a perfectly timed lounge upsell. If they’re opting for upgraded parking, chances are they’ll value the luxury of lounge access too. Or a city driver parking near the shopping district, receiving personalised retail offers and a discount on their next parking booking after making an in-store purchase.

By embedding AI in everyday operations, parking operators transform basic transactions into personalised journeys that drive repeat visits and long-term loyalty.

3.  Real-time parking pricing adjustments

Dynamic pricing is no longer controversial – modern consumers expect it. Airports are leading the charge, using platforms that adjust parking prices in real time based on variables like booking lead time, duration, peak periods, and occupancy. This ensures parking is always offered at a favourable price and maximises revenue while keeping occupancy balanced.

But it’s not just airports seeing the benefits. City centre parking operators are following suit, using live demand data to manage congestion, balance availability, and drive more efficient parking behaviour. For instance, a city may dynamically increase parking rates across its network during peak times to reduce traffic and emissions, while ensuring availability for drivers willing to pay a premium.

Some are also working with public transport providers to make alternative travel options more attractive. For example, offering incentives for bus, train, or ride-sharing use while adjusting parking prices to ease pressure on the network.

Actionable steps:

Educate customers: Transparency is key. Dynamic pricing works best when customers understand its value. Combine surge pricing with benefits like early booking discounts or loyalty perks.

Pilot new models: Trial dynamic pricing in smaller car parks or specific zones to test performance and refine the model before wider rollout across city or airport operations.

The shift towards real-time pricing is an opportunity to maximise yield, ease congestion, and improve the customer experience, with data-backed pricing that feels fair, timely, and value-driven.

Final recommendations for Parking operators & marketers

AI, dynamic pricing, and omnichannel booking aren’t far-off concepts – they’re already reshaping the parking industry. The challenge now is applying them in a way that fits your operation and delivers measurable results.

Here’s how to turn these trends into action:

Unify parking and ecommerce systems – Integrate parking management, CRM, and booking tools to reduce friction and unlock the full value of shared customer data.

Expand loyalty programmes – Link rewards not only to parking behaviour (such as pre-booking frequency) but also to retail purchases, lounge access, or dining offers. A joined-up loyalty approach deepens customer engagement across multiple touchpoints and drives greater spend per visit.

Start small, scale smart – Pilot dynamic parking pricing models, AI-driven personalisation, or new tech integrations in specific car parks or zones to test impact and refine strategies. Rezcomm’s modular platform makes it easy to scale these initiatives seamlessly once proven successful.

Align stakeholders – Break down silos between parking, marketing, and IT teams with training and collaboration to accelerate digital adoption.

Parking is no longer a standalone service. It’s a core driver of revenue, loyalty, and innovation. With the right technology and strategy, operators can turn parking into a connected, personalised experience that keeps customers coming back.

Ready to see what’s possible for your airport or parking company? Talk to Rezcomm about the tools, insights, and phased strategies that can futureproof your parking operations and unlock untapped revenue potential.