Case Study: Heathrow Airport achieves personalized, cross-channel passenger experiences with Adobe Marketing Cloud

The UK’s aviation hub seeks to make every journey better—in the air, on the ground, and online

Heathrow Airport, Europe’s busiest hub with about 75 million annual passengers, set out to “make every journey better” across flights, terminals, transport and digital touchpoints. The airport faced the challenge of unifying separate business units and communicating effectively with travelers across websites, a mobile app, email, SMS and in‑terminal channels while identifying audiences and delivering timely, location‑based information.

Heathrow implemented Adobe Marketing Cloud (Campaign, Analytics, Target, Social) with Acxiom to build integrated customer profiles, orchestrate cross‑channel campaigns, run real‑time personalization and mobile geotargeting, and A/B test experiences. The system ties together a 25 million‑contact CRM (about 10 million active) and reaches roughly 6 million contacts per month, improving cross‑channel understanding, personalizing journeys, and supporting the airport’s commitment to service excellence.

Heathrow Airport

Simon Chatfield

Head of eBusiness and CRM