Driving Airport Growth with Data: How AGS transformed its marketing using Visitor Insights
By integrating Visitor Insights’ data, AGS could confidently move forward, positioning themselves ahead of competitors and ensuring future growth for their airports.
In today’s data-driven world, understanding where customers come from is key to making informed decisions, especially in the highly competitive airport industry. AGS, which operates three major airports in the UK, realised the importance of consumer insights to enhance their marketing strategies. They partnered with Visitor Insights (VI) to leverage data and analytics, ultimately reshaping their approach to customer acquisition and retention.
The Challenge
AGS faced a two-pronged challenge: first, to identify the origin of their passengers and secondly, to understand customer behaviour within and around their airport sites. Armed with this information, AGS aimed to:
- Pinpoint core catchment areas
- Uncover potential growth areas for targeted marketing
- Understand visitor behaviour, such as retail habits, to optimize in-airport experiences
Without comprehensive data, AGS risked missing out on valuable opportunities to target high-potential markets and improve passenger satisfaction.
Visitor Insights Steps In
Visitor Insights, with its robust Terain platform, provided AGS with the tools they needed to gather actionable data. Using the platform, AGS were able to:
Analyse Customer Origins:
By tracking where passengers were coming from, AGS could map core catchments and adjust marketing efforts to focus on high-opportunity regions. AGS consequently knew exactly which areas to target with their advertising campaigns.
Monitor Competitor Data:
The Terain platform allowed AGS to gather data on competitor airports as well. This meant AGS could identify areas where passengers might be “leaking” to competitors and adjust their marketing accordingly.
Post-Pandemic Recovery:
As travel picked up post-pandemic, AGS used data to monitor how their customer base was evolving and where new opportunities for growth were emerging.
Data-Driven Outcomes
Partnering with Visitor Insights had a transformative impact on AGS. With a clear picture of where passengers were coming from and competitor insights, AGS was able to:
- Refine their marketing strategies based on concrete, location-based data
- Adapt their retail offerings to better suit customer behaviour
- Inform decisions about new flight routes and airport services based on the evolving needs of their customer base
Damien MacFarland, AGS’s Commercial Data Analyst, “As an airport company, we are always interested in where our customers come from, so our key use case for Terain has been to help us define core catchments for our airports.”
AGS’s use of Visitor Insights’ tools is a prime example of how data can drive meaningful change in business strategy.
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