Improving Passenger Enagagement

Birmingham Airport has introduced a virtual airport assistant named Babs as part of the 'Connected Personal Experiences' at Birmingham Airport initiative, which 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.

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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.

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Client Name:
Birmingham Airport
Sectors:
Airports
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Use Cases:
Virtual Assistant
Location:
Birmingham, UK
Press:
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Resource:
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A person in a white shirt holds a smartphone, typing a message. The screen shows the Hello Lamp Post x Birmingham Airport virtual assistant interface.

147+

Staff Hours Saved

349+

More Passengers Supported

1,332+

Questions Diverted from Customer Experience Teams

147+

Staff Hours Saved

349+

More Passengers Supported

1,332+

Questions Diverted from Customer Experience Teams

Objectives:

Reduce inbound calls and emails to Birmingham customer support staff
Enhance the customer experience by providing passengers with immediate answers to common questions, offering additional support while reducing the need to call or email customer support
Collect new passenger feedback each month to understand changing needs and evolving traveler expectations
Increase average satisfaction scores and reduce passenger stress, by measuring how well the assistant supports passengers and improves the overall airport experience
Use insights from conversations to address information gaps and better support passengers who need special assistance

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A person in a white shirt interacts with a digital screen displaying "Got a question? Click here" and a QR code.

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Outcomes:

Following early success, Birmingham are getting to launch Babs on the main Birmingham airport to assist passengers before or after traveling.
More passengers supported, making help more accessible and improving the overall customer experience
Reliable information delivered across every passenger touchpoint, ensuring consistent and accurate support throughout the airport
Actionable insights gathered from passenger interactions, helping teams make better-informed decisions and respond more effectively to traveler needs

Project Launched August 1st 2025

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