As part of the first phase of CPE, which will have a multi-phased rollout over the next three years, the airport will be launching an AI-powered assistant, BABS – the Birmingham Airport Bot Service.
Birmingham Airport (BHX) has announced the launch of a new innovative tech-driven initiative designed to fully transform the passenger experience.
‘Connected Personal Experiences’ (CPE) will provide customers with the opportunity to receive a seamless and tailored journey through the airport with personalised updates, bespoke retail recommendations and new digital navigation tools.
Inspired by the principle that travelling through the airport should be an enjoyable part of the journey, not just a process to get through, CPE will combine advanced technology with improved facilities. This will help to deliver an airport experience that is easier, more personal, and accessible for all.
As part of the first phase of CPE, which will have a multi-phased rollout over the next three years, the airport will be launching an AI-powered assistant, BABS – the Birmingham Airport Bot Service.
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Developed in partnership with award-winning AI provider Hello Lamp Post, BABS will act as a personal assistant, guiding customers throughout their journey and can be accessed on smartphone devices or via digital help points around the terminal.
Passengers can ask BABS questions such as “Where do I check in?”, “Which gate is my flight?”, or “Where can I grab a coffee?” and receive instant answers.
By giving passengers quick and easy access to the information they need, BABS supports those who prefer independence while enabling airport colleagues to focus more on vulnerable customers and those requiring extra assistance.
Through CPE, customers will also have access to tailored, real-time information delivered directly to their devices and interactive displays, including live flight and security queue updates, dining recommendations and digital wayfinding.
Commenting on the launch of BABS, Stuart Haseley-Nejrup, Head of Customer Strategy at Birmingham Airport, said, “CPE is a key milestone in our mission to lead in customer experience and tech-driven services.”
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“By integrating AI-ready technologies and omnichannel communication, we aim to create memorable, personalised moments that enhance every journey. 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.”
The innovative project is expected to yield additional operational benefits for the airport with increased passenger flow, reduced waiting times and streamlined operations during peak travel periods.
Chris Wilson, Head of Terminal and Capacity at Birmingham Airport, said, “CPE allows us to manage capacity more efficiently and respond to passenger needs faster, keeping the terminal running smoothly during busy periods.”
Tiernan Mines, CEO, Hello Lamp Post, said, “We’re delighted to be partnering with Birmingham Airport to help support its forward-thinking approach to enhancing personalised experiences for passengers.”
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“We’re giving passengers instant access to airport and wayfinding information tailored to their location – all while giving staff back time by reducing repetitive queries. We’re ensuring travellers feel more in control of their journey by having an AI Digital Assistant every step of the way.”
“We share Birmingham’s dedication to putting passengers first and are proud to be supporting another major airport in transforming how they connect with passengers and staff.”
CPE will be introduced in stages over the next three years, ensuring a seamless integration of both digital and physical improvements. The project is central to Birmingham Airport’s strategy to future-proof its operations.
By leveraging AI technology and offering tailored services, BHX aims to set new standards in customer experience, positioning itself as a leader in digital innovation.
Alongside these digital advancements, the airport is investing significantly in modernising its terminal with upgraded check-in areas, expanded retail options, and new Family Zones with sensory spaces.
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