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Article · March 13, 2025 · Hélène Millet
Personalisation and GDPR compliance
In the airline industry, data is everywhere and shapes every decision: customer personalisation, financial steering, real-time operational management.
In the airline industry, data is everywhere and shapes every decision: customer personalisation, financial steering, trend anticipation or real-time operational management. Used well, it becomes a strategic asset - but between regulation, quality and usage, the challenges are many.
Airlines put personalisation at the heart of their strategy. Offering a service tailored to each passenger’s expectations has become a must, which means collecting and analysing precise data on travel habits, preferences and purchasing behaviour - while respecting privacy and the GDPR.
With the multiplication of touchpoints (online booking, mobile apps, airport services, loyalty), centralising information through Customer Data Platforms has become essential. They unify PNRs, e-tickets, loyalty programmes, digital interactions and purchase history. According to KBV Research, the global CDP market is expected to reach $20.5 billion by 2027, growing 34% a year.
Data analysis makes it possible to optimise every stage of the journey: offering a frequent flyer their preferred seat, providing a suitable menu, sending an alternative flight when a connection is missed. AI and machine learning automate data cleansing and predict behaviour through models such as “willingness to pay” and “willingness to change”.
Collection must respect several principles: explicit consent, right of access and erasure, traceability and transparency. Data usage must always be part of an ethical approach, balancing advanced personalisation with respect for privacy.
Rather than relying only on history, it can be more relevant to adapt the offer to the context of the request: the same traveller can be a parent on a family trip, a professional on business, or away for a weekend with friends. An approach based on personas and behavioural trends segments the audience without encroaching on privacy.
Data usage offers immense potential to improve the passenger experience and optimise operations - provided it is conducted with transparency, ethics and respect for the regulatory framework.
An article by Hélène Millet - Partner, IMPACT CONSULTANTS.
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