Brussels Airport - Digital Loyalty Strategy


About the brand

At over 25 million passengers, Brussels Airport is one of the top 30 busiest airports in Europe.

The airport is looking to transform into a  passenger-centric organisation, and are looking to develop their digital capabilities to help achieve their vision.


The Challenge/Task

Brussels Airport Company (BAC) was looking for a strategic partner to assess the feasibility for a digital loyalty proposition, shape the passenger proposition and develop a business case to allow for the project to get internal sign-off from the management committee.


Over a ten week period, Pragma worked closely with BAC management and a creative agency on the following workstreams:

  • Internal stakeholder alignment to determine KPIs for the programme

  • Develop a framework to evaluate the metrics of impact on passenger experience and complexity of implementation

  • Refine the loyalty proposition to be more closely aligned to the overall company vision and strategy

  • Develop specific user stories, and mapped dependencies across key organisational functions (functional and non-functional requirements)

  • Built a commercial business case with the ability to model various outputs across multiple variables and scenarios

The Result

The final report was successfully used to gain approval for the next round of funding for the project, resulting in a new ‘product owner’ for loyalty being added to the team. Currently, the programme is being further developed by the team internally before launch.

Pragma’s airport knowledge and strategic, practical approach to digital is invaluable. What they gave us has been very useful and we’re using their report right now with our loyalty planning.”
Jo De Lange, Head of Digital , Brussels Airport