Developing the Three-Year Vision for Schiphol’s Digital Passenger Experience

Developing the Three-Year Vision for Schiphol’s Digital Passenger Experience
What they wanted

Schiphol is a leading global airport, serving around52 million passengers annually. It has already established itself as a frontrunner in digital services, winning the Skytrax Award for World’s Best Airport Website & Digital Services in both 2022 and 2023. To strengthen its position and align with the broader vision of creating the world’s most sustainable and high-quality airport, Schiphol engaged SparkOptimus to develop the three-year vision for Schiphol’s digital passenger experience.

What they said

SparkOptimus was a great partner that helped us to shape a compelling vision for our future digital passenger experience, which gives direction and guidance to our teams for the journey ahead. And on top, they were a very pleasant and fun team to work with!

Mieke Struik
Senior Manager Business & Tech platform Commercial
What we did

Our approach involved taking an outside-in perspective on ‘the airport of the future’ based on airport research and Schiphol &SparkOptimus expertise. Conducting collaborative working sessions with the most relevant business & tech teams, we defined potential future passenger journeys from multiple viewpoints, considering current pain points, the competitive landscape, Schiphol airport’s broader vision (including sustainability goals), and anticipated technological advancements. We prioritized and translated the outcomes into high-level customer propositions and determined how to best bring these propositions to the customer. We evaluated the existing channels such as the website and app within the envisioned three-year plan, while also exploring the potential value of incorporating additional third-party channels.

Developing the Three-Year Vision for Schiphol’s Digital Passenger Experience

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What we achieved

The clear vision & plan created the required focus for Schiphol Consumers. Combined with the execution focused project setup, the organization was enabled to realize a quick roll-out of the first initiatives towards their digital ambition.

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