Case Study: Heathrow Airport achieves 60% higher average spend and personalized experiences for 78 million travelers with Adobe Target

Heathrow Airport increases average spend/customer by 60%https://business.adobe.com/customer-success-stories/london-heathrow-airport-case-study.html

Heathrow Airport, one of the world’s busiest hubs serving 78 million travelers, needed to raise revenue and deliver personalized, one-to-one experiences across web, mobile, email, and in‑airport touchpoints. To unify customer data and scale personalization, Heathrow deployed Adobe Target (as part of Adobe Experience Cloud) alongside Adobe Analytics, Audience Manager, and Adobe Campaign to better identify and reach customers before, during, and after travel.

Using Adobe Target’s Automated Personalization and extensive A/B testing (about 70 tests) integrated with analytics and audience profiles, Heathrow automated homepage personalization, ran 130 targeted email campaigns (6 million emails/month), and delivered contextual offers via mobile and in‑airport signals. The Adobe Target‑driven solution produced measurable results: a 60% higher average spend per customer, email click‑through rates up to 25%, and more relevant experiences for 78 million travelers.

Heathrow Airport

Stuart Irvine

Analytics and Optimization Lead