Your next trip through Prague Airport just got easier, thanks to smarter data

Going to Václav Havel Airport Prague and knowing where to park, whether or not your flight will take off, and the best place to wait in case of delays has long been a challenge for expats and locals alike. In 2025, the international airport handled approximately 17.8 million passengers, an 8.5 percent increase year on year, connecting Prague with more than 185 destinations worldwide. More than half of these passengers were from outside Czechia. 

Since January 2026, the hassle of finding airport relevant information has virtually been eliminated, thanks to Prague Airport’s cooperation with Adastra, a tech consulting firm based in Czechia. The project focused on one core issue: bringing scattered passenger data into a single, usable system.

“We created a platform that guarantees travelers receive information that is tailored specifically for their needs,” said David Kalab, Adastra’s vice president of data management. “It’s like having your very own airport concierge, but without paying for it.”

As passenger volumes grow, delivering timely, relevant information has become central to the travel experience. For Prague’s large expat population and international travelers passing through the city, this scale makes clear, accessible information essential rather than optional.

Adastra enabled the airport to unify customer data, as high as one million customer profiles, into a single platform. This allows the airport to move from one-size-fits-all communication to targeted, relevant messaging based on each passenger’s journey, something particularly useful for international travelers navigating unfamiliar systems.

Many travel hubs around the world have the same problem that airport officials in Prague were trying to solve. Customer data was fragmented across multiple disconnected systems, such as parking, lounges, Wi-Fi portals, websites, newsletters, and customer relationship applications. 

Communication was often inconsistent, delayed, or irrelevant to passengers. By connecting these systems, the airport can now create a single, continuously updated view of each traveler and respond in real time.

The new setup also replaces old-school campaign management with automated workflows, allowing teams to launch targeted communications faster and with less coordination across departments. This means fewer manual steps, less back-and-forth between teams, and faster delivery of updates and offers to passengers.

Updating unified customer data in real time is made possible by the AI-driven Bloomreach platform. The cloud-based platform combines customer data, marketing automation, and a search feature that personalizes the customer experience. It processes behavioral data, such as bookings or website interactions, to trigger relevant messages at key moments in the travel journey. 

For travelers, the new unified system means clearer updates, more relevant sales offers and more accessible digital services. The change reflects a wider trend in Czechia, where public services are receiving data-driven, digital makeovers to improve daily life.

Two days before travel, airport passengers receive a personalized email with practical information and offers on parking, lounges, and restaurants based on their departure terminal.

Because all customer data is now connected, these messages reflect what passengers have already booked or still need, rather than sending the same generic information to everyone. For example, if parking or another service is already booked, the airport can offer products and services such as priority check-in, lounge access, insurance, and similar add-ons.

No one likes waiting around trying to figure out if their gate has changed or if their flight has been delayed; faster communication leads to more satisfied customers. At the airport, passengers receive real-time notifications including “departure and arrival information and flight change notifications on a grand scale,” Kalab explains. 

But the technology goes beyond logistics, too. Passengers can also receive alerts about discount offers in shops in their departure terminal. Updates are tailored to where passengers are and what they need at that moment, reducing the need to search for information manually.

Customers are not the only beneficiaries of the new platform. The airport can now pinpoint specific traveler metrics, resulting in more targeted emails, web content and digital advertising. This helps the airport communicate more efficiently, reduce irrelevant messaging, and better match services to passenger demand.

Over nine months in 2025, Adastra trained the internal Prague Airport team to work with the new customer data platform and helped set up its first communication campaigns. Sales of various airport goods and services rose by 25 percent, proving that more relevant, timely communication can translate directly into increased uptake of airport services, while improving the overall passenger experience.

Today, the airport addresses both passengers and business partners through a single system and is preparing for the next phase. Website personalization, a loyalty program, and chatbot integration will further expand how travelers receive information and interact with airport services.