Prague Airport: Campaigns by Adastra? 80% Less Manual Work
Adastra built a Bloomreach-based platform for Prague Airport, unifying parking, Wi-Fi, web, and flight data. It provides a real-time customer view and enables automated, personalized omnichannel journeys with measurable impact.
system replaced 5+ separate systems
unified customer profiles in a single data platform
Challenge
Prague Airport Digitalizes Customer Experience and Gains a 360° Customer View
Prague Airport has long focused on improving customer experience and personalizing communication with passengers. However, it faced a fundamental challenge: customer data was fragmented across multiple disconnected systems (parking, lounges, Wi-Fi portal, website, newsletters, CRM).
The airport was looking for a way to transition to data-driven, personalized communication capable of using multiple channels and responding to passenger behaviour in real time. To achieve this, it focused on the following objectives:
- unify customer data from more than five source systems
- create a single real-time customer profile
- integrate all marketing communication into the Bloomreach platform (formerly Exponea)
- automate campaigns, from welcome emails to cross-sell and retargeting
- build a foundation for website personalization and a future Prague Airport loyalty program
Solution
One Architecture, Five Data Sources, and Real-Time Marketing Within a Year
Over nine months, we designed the architecture of a central contact database that connects all key customer data at Prague Airport. We embedded it into the existing IT environment, including all necessary data and system integrations. The most important integrated systems included:
- Reservation systems for parking, security fast-track, lounges, and accommodation – containing purchase data for these services
- Website prg.aero – tracking customer activity and enabling banner personalization
- Wi-Fi portal – providing approximate passenger location within the airport
- Flight schedule changes – delivers real-time departure and arrival information and uses it to send notifications about flight changes
- Advertising platforms – enabling retargeting and campaign reach expansion
Image: Architecture with the Bloomreach platform
We also gradually trained the internal Prague Airport team to work with the platform, helped set up the first campaigns and use cases, and regularly reviewed individual scenarios. As a result, the marketing team now operates independently with a full understanding of all dependencies.
Impact
Smart Communication Increases Passenger Comfort and Service Value at Prague Airport
The project brought a significant shift in how Prague Airport works with data, customers, passengers, and partners, delivering:
- a unified customer database with over 500,000 customer profiles updated in real time
- automated communication – from welcome emails to personalized retargeting scenarios
- personalization and targeting – marketing now reacts to actual passenger behaviour rather than static lists
- faster campaign creation – reduced from several days to hours
- more relevant communication – open and click-through rates increased by approximately 25%
- reduced manual work – GDPR consent and data management are fully automated
With the Bloomreach platform, Prague Airport enters a new era of marketing and campaigns built on unified, validated data, automation, and personalization – enabling real-time, omnichannel communication.
Today, the airport addresses both passengers and business partners through a single system and is preparing for the next phase: website personalization, a loyalty program, and chatbot integration.
Campaigns Most Frequently Launched by Prague Airport Today
Before departure
- Two days before travel, passengers receive a personalized email with practical information and offers based on their departure terminal: parking, lounges, restaurants, and more.
- If parking or another service is already booked, the system offers complementary products such as priority check-in, lounge access, insurance, and similar add-ons.
Targeted online campaigns
- Ads on Google, Meta, Adform, and Sklik are shown only to relevant passengers. For example, those who have previously booked parking or airport services.
- Passengers travelling for leisure are included in dedicated audience segments with individualized offers.
Regular communication
- Passengers who have given consent receive a monthly newsletter featuring new destinations, service improvements, and current airport operations updates.
- Post-trip follow-ups gather feedback on flights and used services, inform passengers about special offers, or provide recommendations for future travel.
At the airport
- Integration with the Wi-Fi system enables approximate passenger location within the airport, allowing real-time notifications such as:
- gate changes or flight delays
- discounts and promotions in shops located in the relevant terminal area, including special shopping vouchers
- navigation to nearby services (lounges, restaurants, parking)
