Picture this…
A customer books parking through your airport app a week before travel. Two days later, they receive a personalised email offering a lounge upgrade based on their flight time. On arrival, they check in at a self-service kiosk without re-entering a single detail. Their boarding pass is already synced to their mobile wallet. Coffee and lunch are pre-ordered and en route from their favourite café to the lounge — they took you up on the offer.
No friction. No frustration. Just a seamless, personalised journey, powered by an omnichannel experience that feels effortless.
Now, imagine the opposite…
The parking app glitches, and your customer can’t find a spot. They try the AI chatbot, but its ability is limited. They never receive an offer for a lounge upgrade, so it never crosses their mind. Each time they interact with a new touchpoint, they’re forced to repeat their information. Their patience wears thin, and by the time they reach the gate, their trust in your airport experience has all but vanished.
Omnichannel excellence is no longer an aspiration. It is the baseline.
Airports that fail to deliver intuitive, unified experiences will lose passengers and revenue to those that can.
Unified. Intuitive. Human. That is the new standard.
Join us as we explore why omnichannel mastery has become a critical advantage for airports, and how overcoming its challenges could unlock your greatest commercial opportunities yet.
What is omnichannel – and why it matters more than ever
Omnichannel means delivering a seamless brand experience across all the channels and platforms your passengers interact with. From your website and mobile app to social media, in-terminal kiosks, email, WhatsApp commerce, voice-activated assistants, and even connected wearable tech — omnichannel ensures consistency at every touchpoint.
But omnichannel isn’t just about being everywhere. It’s about connecting everywhere.
Unlike multichannel, where each platform operates in isolation, true omnichannel weaves every interaction into a unified experience. A passenger who books parking via your app, speaks with your chatbot, and checks in at a kiosk should never have to restart their journey or repeat their details.
Passengers today expect airports to know them, understand them, and anticipate their needs — effortlessly and securely.
A new generation demands seamless & secure journeys
The next generation of passengers, i.e. digital natives such as Gen Z and the emerging Gen Alpha, are already setting the bar for airport experiences.
These passengers are accustomed to booking flights via apps, shopping on Instagram and TikTok, and expecting instant, personalised service. 62.7% of Gen Z consumers use multiple channels when shopping and are twice as likely as Boomers to adopt an omnichannel approach. Additionally, 60% of Gen Z use platforms like Instagram and TikTok for travel discovery and planning.
Gen Alpha is even more digitally embedded and will demand fluid, connected experiences, erasing the lines between “online” and “offline” journeys.
And the benefits for airports are clear:
Companies with strong omnichannel strategies retain an average of 89% of their customers and see a 9.5% YoY increase in annual revenue.
Omnichannel is no longer a luxury. It is the growth engine driving your airport’s future.
Omnichannel challenges airports must overcome
Despite huge advances in technology, many airports still struggle to deliver truly omnichannel experiences. Why? Because they’re wrestling with the same underlying barriers:
1. Fragmented customer experiences
Disconnected systems and touchpoints lead to gaps in the passenger journey. Without integration, passengers face repetitive requests, missed moments and inconsistent service, resulting in frustration and lost revenue opportunities.
2. Siloed data
When data sits in isolated systems (e.g. parking, retail, flights, marketing), it’s nearly impossible to truly understand, and service, your passengers. Without a unified view, personalisation and real-time responsiveness are impossible.
3. Underutilised customer insight
Even when data is collected, it often goes unused or unanalysed. Without data-driven action, airports miss opportunities to upsell, cross-sell, and delight passengers.
4. Incomplete ROI measurement
Without a 360-degree view, airports can’t measure campaign impact, justify marketing spend, or continuously refine strategies.
5. Operational inefficiencies
A lack of predictive data limits service fulfilment and resource planning.
6. Training and onboarding gaps
Even the best systems fall short if teams don’t know how to use them. Omnichannel success requires staff who are trained not just to manage the tools, but to understand and act on customer data in meaningful ways.
7. Compliance and ethical data use
Fragmented systems heighten the risk of GDPR violations and damage customer trust.
8. Adapting to emerging channels
From voice search to AI chat and connected devices, new channels keep on emerging. Many airports don’t have the agility or infrastructure to adopt or integrate them smoothly.
Omnichannel best practices for 2025
To thrive, airports must embrace the new pillars of omnichannel:
Deliver hyper-personalisation – Use AI to personalise offers, recommendations, rewards and services based on real-time behaviour, preferences and predictive insights.
Predict and anticipate needs – Offer relevant services to passengers, using predictive analytics, such as a parking or lounge upgrade ahead of demand.
Master first-party data – Build direct, trust-based relationships with consent-driven data strategies.
Expand omnichannel commerce – Meet customers where they’re at: engaging with them via new platforms like TikTok Shop, WhatsApp commerce, and connected devices, and integrating them into a single, seamless experience.
Automate intuitively – Empower passengers with self-serve options, real-time service updates, and frictionless transactions.
Orchestrate journeys dynamically – Adapt each journey in real time based on behaviour signals.
Integrate new channels with agility – Ensure new technologies plug into the airport ecosystem securely and seamlessly.
Prioritise security and compliance – Embed GDPR-compliant, ethical data practices at every touchpoint.
How to solve the omnichannel puzzle with Rezcomm
At Rezcomm, omnichannel excellence isn’t just a feature. It’s fundamental.
We are not just a supplier. We are your strategic technology partner, helping airports worldwide transform passenger experience, boost commercial performance, and lead in a competitive digital landscape.
Here’s how we help airports overcome omnichannel challenges:
1. Seamless customer experiences
Rezcomm connects every digital and physical touchpoint to create a seamless journey. From booking and check-in to Fast Track, lounge access, retail and rewards, passengers enjoy a fully joined-up experience that boosts satisfaction and loyalty.
2. Unified passenger data
Our centralised, consent-driven architecture delivers real-time, actionable insights — powering hyper-personalisation and predictive service.
3. AI-powered insight
Our AI tools unlock new revenue opportunities, anticipate passenger needs, and drive higher engagement at every stage of the customer lifecycle.
4. Transparent ROI
Rezcomm’s intuitive dashboards prove the commercial impact of every campaign, enabling data-driven decisions and continuous optimisation.
5. Smarter operations
Predictive analytics inform resource planning, sales strategies, and operational efficiency to improve both passenger satisfaction and profitability.
6. Training built-in
We invest in your airport’s success with expert onboarding, ongoing training, and a partnership approach designed for long-term growth.
7. Secure & ethical data use
Rezcomm is GDPR-compliant by design. Our platform safeguards passenger data, supports consent management, and helps you build customer trust through ethical, transparent practices.
8. Future-ready flexibility
We’re already integrated with emerging commerce and communication channels, and as new platforms arise, we evolve with you.
Omnichannel mastery starts here
Passengers expect intuitive, connected, effortless experiences across every touchpoint. Those who deliver will gain their loyalty, their trust, and ultimately, their spending power.
Rezcomm Marketplace is ready and waiting with the tools, data, and AI-powered intelligence to make it happen.
We don’t just help you catch up. We help you lead.
Ready to transform your passenger experience and revenue potential?
Talk to our experts today about building an omnichannel strategy that puts your airport ahead and keeps it there.
Orchestrating digital strategy, Victoria Wallace is Rezcomm’s Chief Digital Officer. With specialisations ranging from digital marketing and CRM to UX design and ecommerce, she is an expert in integrating innovation and technology to deliver outstanding results in sectors like travel, parking, and airports.
