Enterprise CMS and digital transformation

Our website for London Luton Airport (LLA) has helped them improve communication with travellers, increase online revenue and launch a new and exciting brand.
Built on the Kentico web platform it integrates with flight systems, travel services and their parking reservation software to provide customers with live travel and reservation information.

12%

Increase in traffic

40%

Increase in conversion rate

82%

Increase in revenue

Doubling passenger
numbers

London Luton Airport (LLA) is undergoing a strategic business transformation project backed by venture capital funding.
They plan to double passenger numbers by 2025 by breaking the Gatwick / Heathrow duopoly, positioning LLA as a viable alternative for domestic and business travel to and from London.
LLA was the 11th largest airport in the UK when we started working with them - they’re now 5th.

Getting to the airport

We were awarded this contract on the back of our pitch which was designed entirely around the needs of the Smiths, a family catching a flight for their yearly holiday.
We knew this customer segment found airports quite stressful. Working from a story of what the family looked like, how they are likely to travel to the airport and potential pain points we explained how the website could help them.

What we learned from walking round the airport

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persona research
Adult traveller research board
user journey maps

Stress free departures

Once inside the airport the informational and service needs of each customer group can be very different. For example while families might be looking for soft play areas, business travellers are more likely to need a charging point and a coffee.
We designed the site around these user groups enabling easy access to the most relevant content.
We also wanted to deal with the challenge of having up to date departure information. We tackled this by allowing users to pin their itineraries to their mobile phone browsers for immediate access.

Arrivals and onward travel

Commercial arrangements with The Trainline and transfer companies meant that we could provide the latest travel information for arriving passengers.
As well as making it possible for returning customers to book tickets before they landed we created screens inside the airport to help them find onward travel connections.

Choosing the right technology

Throughout the planning stages of this project we concentrated on User Experience and Design first as this would help to inform the choice of technology.
Once we had agreed the site architecture, visual design and technical requirements (covering seven complex third party integrations), we advised on the platform which had the best fit. In this case Kentico had the best fit because of its well featured, integrated eCommerce engine and advanced web personalisation and marketing automation tools.

56%

Increase in parking revenue

379%

Increase in executive lounge booking

124%

Increase in priority lane bookings

Quba took the time to gain insights from a range of people within its own business. The resulting UX piece had substantial depth in both the thinking and the execution.
- Paul McNulty, eCommerce Manager, London Luton Airport

Ready to discuss your project? Let’s talk

Greg Mathews

Greg Mathews

Client Services Director

If you fancy a chat about anything digital, feel free to contact Greg on email gmathews@quba.co.uk or give Greg a call on 0114 279 7779.

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