Creative Marketing Techniques to Improve Revenue Generation Partnerships

Airports have relied on traditional revenue streams such as terminal rent, landing fees, parking, and concessions to operate and maintain their facilities. As operating costs continue to rise and revenue from these traditional sources decreases, airports have been facing greater financial challenges. New digital sources of revenue, such as big data (high-volume, high-velocity, and high-variety information assets) and targeted advertising (which provides contextually relevant information to passengers in real time) are already being used by airlines and may provide new opportunities for airports. In addition, airports may be able to take advantage of their existing relationships with various stakeholders (e.g., airlines, TNCs, concessionaires) to generate new revenue that may ultimately help reduce operating costs for these airport partners. Yet research and guidance as to the applicability of these new revenue-generating opportunities are not available. The objectives of this research are to provide guidance on using big data and targeted advertising to generate airport revenue including (1) identifying potential partners, (2) quantifying investment requirements (e.g., hardware, software, infrastructure), and (3) understanding and mitigating potential risks (e.g., use and storage of traveler personal information).


  • English


  • Status: Proposed
  • Funding: $300000
  • Contract Numbers:

    Project 01-39

  • Sponsor Organizations:

    Airport Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC    20001

    Federal Aviation Administration

    800 Independence Avenue, SW
    Washington, DC  United States  20591
  • Project Managers:

    Navarrete, Joseph

  • Start Date: 20180731
  • Expected Completion Date: 0
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01677205
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project 01-39
  • Files: TRB, RiP
  • Created Date: Jul 30 2018 3:03PM