The travel industry is undergoing a profound transformation. As travelers seek richer, more connected experiences, airlines are moving beyond the traditional model of selling seats to become orchestrators of entire travel ecosystems. At the heart of this shift is the rise of travel marketplaces—platforms that unite airlines, local businesses, and technology partners to deliver seamless, year-round, experience-driven offerings. This evolution is not just a response to changing consumer expectations; it’s a strategic imperative for airlines looking to unlock new revenue streams and build lasting customer loyalty.
Historically, airlines have focused on optimizing seat sales and ancillary revenues such as baggage fees or onboard purchases. However, as online travel has become commoditized and price-driven, airlines are seeking new ways to differentiate and grow. The marketplace model—exemplified by Finnair’s Travel Now/here platform—enables airlines to curate and co-create products with local partners, offering travelers a holistic journey that extends far beyond the flight itself.
Finnair’s approach demonstrates the power of this model. By collaborating with local businesses, the airline built a scalable, cloud-native marketplace that offers curated experiences year-round, from husky farm visits to environmental pursuits. This not only diversifies revenue but also brings the unique spirit of the Nordics to a global audience, transforming the airline from a transportation provider into a gateway to regional culture and adventure.
The success of travel marketplaces hinges on robust, flexible technology. Modern platforms are built using cloud-native architectures and microservices, enabling rapid onboarding of new partners and seamless integration of diverse products and services. This modularity allows airlines to adapt quickly to changing market demands, launch new offerings, and personalize the traveler experience at scale.
For example, Publicis Sapient’s Rapid Commerce accelerator empowers travel companies to combine related services and products onto a single platform. This approach allows for swift modifications to individual components—such as adding a new local tour or updating a partner’s inventory—without disrupting the entire system. The result is an agile, future-proof marketplace that can continually evolve to meet traveler needs and business objectives.
A unified data strategy is essential for delivering the personalized, connected experiences travelers expect. By consolidating data from across the customer journey—booking, loyalty, browsing, and in-destination activities—airlines can build rich traveler profiles and deliver relevant offers in real time. Advanced data management platforms and customer data platforms (CDPs) enable real-time segmentation, look-alike targeting, and cross-channel personalization, driving higher conversion rates and average order values.
Personalization is not just about marketing; it’s about orchestrating the entire journey. Airlines can leverage data to recommend local experiences, bundle offers, and even enable travelers to redeem loyalty points for partner products. This creates a virtuous cycle: the more relevant and seamless the experience, the greater the engagement and loyalty.
Building a successful travel marketplace requires more than technology—it demands a new approach to partnership. Airlines must move from transactional relationships to true co-creation with local businesses, tourism boards, and technology providers. This involves:
This ecosystem approach benefits all stakeholders. Local businesses gain access to a wider customer base and digital capabilities, while airlines expand their value proposition and revenue streams. Travelers, in turn, enjoy a richer, more connected journey.
The marketplace model is already delivering measurable results. Airlines and airports that have embraced digital transformation and ecosystem thinking report:
For example, digital transformation at Heathrow Airport led to a 29.2% increase in retail revenue and a 38.9% improvement in conversion rates, while Finnair’s marketplace has created a new business model that brings the Nordic experience to the world.
For airline executives and technology partners considering the marketplace journey, several best practices emerge:
The acceleration of travel marketplaces marks a new era for airlines. By embracing technology, data, and ecosystem partnerships, airlines can move beyond seat sales to become orchestrators of connected, experience-driven travel. This not only unlocks new revenue streams but also positions airlines at the center of the traveler’s journey—delivering value before, during, and after the flight.
As the industry continues to evolve, those who invest in marketplace acceleration will be best positioned to capture the loyalty of modern travelers and lead the next wave of growth in travel and hospitality.
Ready to accelerate your travel marketplace? Connect with Publicis Sapient to explore how cloud-native solutions, data integration, and ecosystem strategy can transform your airline into a leader of the connected travel future.