iO and Brussels Airport
Brussels is the heart of Europe. Brussels Airport is also the heart of Europe. At least, it is for everyone visiting our country by plane or leaving it to see one of over 170 destinations. By focusing on the experience as a whole, Brussels Airport performs even better as a hub. Everything revolves around offering the best possible experience.
To showcase that, we work as an extension of the airport. We do so in terms of strategy, technology, marketing, content, data and research. It’s a hybrid collaboration between our teams and the Brussels Airport team. By combining all our skills, we are stronger.
In this section, we zoom in on how technology, strategy, innovation and creativity contribute to a better airport passenger experience.
Don’t forget to read our in-depth case on Brussels Airport and get an idea of our 360° collaboration.
Always connected at the airport with Brussels Airport Wi-Fi
We give passengers a smoother experience with apps and tools. But that requires a quick and stable internet connection. That’s why we set up a local Wi-Fi network with a partner.
More insight into passenger behaviour with a custom CRM
In 2022, Brussels Airport welcomed 18.9 million people with specific preferences. Destination preferences, but also service and shopping preferences. Those preferences hold interesting data you can use to analyse and optimise the user experience. But also data you could use to boost your activation and campaign efforts. Additionally, it’s data that can help you make passengers choose Brussels Airport for their next trip.
Simply collecting some data, then? Well, it wasn’t quite that simple. The various B2B divisions collected customer and prospect data independently before we came in. But that data wasn’t stored in a centralised spot. Excel and Word documents, emails, etc. Widespread and cluttered. That’s where iO came in. We built a CRM tool that gathers explicit and implicit data from various sources in accordance with GDPR.
We still use that data today for reporting and insights – or as a source for targeted marketing actions.
All that data is stored in our BRU CRM tool. We chose a custom Symfony application that stores the marketing campaign data and the Wi-Fi log-in data. There’s also a Selligent plugin to send out mailing campaigns. For B2B Cargo, we use HubSpot as a CRM.
bTag: where’s my luggage?
Waiting at baggage claim while you actually want to sit down with a nice cuppa? That’s why bTag exists. After being attached to your luggage, the tag communicates with IoT sensors in Brussels Airport’s luggage handling system. Through a Progressive Web App (PWA), you will receive notifications about your luggage’s location. From the moment you land to the moment that your suitcase hits the conveyor belt. That gives you the chance to relax for a bit.
Passengers can order and activate bTags. iO rolled out the project from A to Z, including the marketing to excite passengers with the new service.
Save time with Fast Lane
If you’re short on time or want to get to the airport feeling completely relaxed, the Fast Lane Pass is a godsend. It’s a ticket that gives you access to the priority security checks at Brussels Airport, allowing you to skip the line and get through security quickly.
We built an online shop for Fast Lane that allows you to buy a pass up to 30 days before you fly. iO was responsible for the service design, the development of the online shop and the creation of buzz about the product.
Fast Lane also offers packs now. For people who travel often and want to save time with every flight, we created the Unlimited Fast Lane. And Enjoy! Gold compiles all the best Brussels Airport services into a single formula.
Lean back in the lounge
If you want to fully relax before flying, work comfortably or try an all-in buffet, the Diamond Lounge at Brussels Airport is the place to be. A Lounge Pass grants you access to unlimited snacks and drinks, free Wi-Fi, showers, quiet spaces and more. In the online shop, you can book a Lounge Pass up to 30 days before your flight. Again, Brussels Airport turned to iO for service design, the online shop and marketing.
Dive further into this case
Have a look at our technology projects and find out how we use real-time data to limit crowds at and around the airport. Or how marketing and creative skills contribute to the success of all these passenger experience projects.
Want to know more about this collaboration?
Contact iO – our specialists can’t wait to hear your questions.