Introduce your customers to Birmingham Airport’s new smartphone prompts service and its AI-powered assistant, BABS, both designed to smooth and enhance their visit with tailored advice.
The initiatives are part of the first phase of the airport’s Connected Personal Experiences (CPE) roll out, which can help your customers with personalised updates, digital navigation tools and even bespoke shopping recommendations.
BHX has recognised the airport experience can be an unfamiliar environment, and its new CPE initiative will aide passengers both before and during their journey.
CPE also supports passengers flying into Birmingham Airport to navigate immigration, collect their luggage and find onwards transport.
Look out for further tech-based innovations coming over the next three years.
Introducing BABS
Developed in partnership with award-winning AI provider Hello Lamp Post, BABS – short for Birmingham Airport Bot Service – acts as a personal assistant.
Its services can be accessed on smartphones or via digital help points around the airport. Passengers can ask BABS questions such as “Where do I check in?”, “Which gate do I need? or “Where can I grab a coffee?” and receive instant answers.
Deeper dives can be delivered direct to phones thanks to the wider Connected Personal Experiences initiative. These may include tailored, real-time and interactive information such as live flight and security queue updates, airport layouts and dining recommendations.
Improving the airport experience
The CPE technology is designed to help with passenger flow, reducing waiting times and streamlining operations during peak periods. The quick answers provided by BABS meanwhile free up colleagues to concentrate on those requiring extra assistance.
Chris Wilson, head of terminal and capacity at Birmingham Airport, explains: “CPE allows us to manage capacity more efficiently and respond to passenger needs faster, keeping the terminal running smoothly during busy periods.”
Improved facilities
It’s not only the technology that’s new; Birmingham Airport’s facilities are also being improved as it invests significantly in modernising its terminal.
BHX recently gained a new nine-lane security screening area and enhanced gate lounges, while, over the next three years, your customers can expect to see upgraded check-in areas, expanded shopping and eating options and new Family Zones with sensory spaces.
Communication milestone
Stuart Haseley-Nejrup, head of customer strategy at Birmingham Airport, calls the Connected Personal Experiences technology “a key milestone” for the airport. By using AI and bringing together multiple communication channels, he says BHX aims to “create memorable, personalised moments that enhance every journey.”
He adds: “Whether it's a family-friendly check-in, sensory rooms for neurodiverse passengers, or AI-powered recommendations, our goal is to ensure every passenger feels supported from arrival to departure.”
As digital support gathers pace, it’s worth considering how your customers can benefit from Birmingham Airport’s various Connected Personal Experiences.
The free technology can give a helping hand to stressed parents, make anxious flyers feel looked after and even suggest air-side venues where couples can kick-off a special break in style. Meanwhile, you’ll be thanked for making the recommendation.
Future Plans
Plans for future development that will benefit customers include online profile building for instance, if they’re travelling with children or for business or they have a disability.
On their way to the airport, they’ll then receive helpful, real-time prompts on their smartphones, such as which car park to use and where and when to check in. Digital signs at the airport provide further up-to-date help and directions.
Inside the terminal, a welcome message to your customer’s phone will then offer a ‘yes’ or ‘no’ option for receiving further updates and directions.
Whilst the profile building is a future based project there here and now sees BABS, the free technology that can give a helping hand to parents, make anxious flyers feel looked after and even suggest airside venues where couples can kick-off a special break in style. Meanwhile, you’ll be thanked for making the recommendation.
Learn more
Visit the consumer website at birminghamairport.co.uk
Stay in touch on BHX's travel trade information page
