How a European Airline Future-Proofed Its Customer Experience
In the highly competitive and regulated world of aviation, a leading European value airline transformed its approach to customer consent and preference management—unlocking new value from trusted data and laying the foundation for personalised, privacy-centric engagement at scale.
Marketing in the Age of Digital Trust
For modern airline CMOs, the marketing landscape is shifting rapidly. Building lasting customer relationships now hinges on the ability to personalise experiences without eroding trust. Regulatory change, cookie deprecation, and rising consumer awareness have made consent more than just a compliance checkbox—it’s now a core pillar of marketing strategy.
This airline, with over 100 aircraft flying to 150 destinations from 13 bases, recognised that its existing legacy systems were insufficient for delivering the flexible, compliant, and seamless consent experiences its customers—and regulators—demand.
The Opportunity
- Boost opt-in rates by modernising the consent journey
- Enable hyper-personalised marketing based on real-time preferences
- Reduce legal bottlenecks with campaign-ready, compliant data
- Future-proof the martech stack against global privacy shifts
The Solution: Marketing Transformation Through Privacy
The DPG partnered with the airline to deploy OneTrust’s Universal Consent and Preference Management solution, integrated deeply across the booking engine, mobile app, and customer engagement stack. Key elements included:
- Real-time consent capture embedded across all digital channels
- Custom UI and flows that matched brand identity and UX best practice
- A unified data layer enabling marketing teams to act on trusted preferences
- Seamless backend integration with CRM, CDP, and campaign tools
- Cross-functional governance aligning marketing, legal, and IT around shared KPIs
Results That Matter to Marketing
- 60% reduction in legal review cycles, enabling faster go-to-market timelines
- +27% increase in opt-in rates following redesigned consent flows
- 4x faster campaign launches due to audit-ready data governance
- +15% uplift in campaign ROI via improved segmentation accuracy
Why The DPG
The DPG is a strategic partner to global marketing and privacy leaders, uniquely positioned at the intersection of regulatory compliance, customer experience, and technology integration. We are:
- Trusted by major clients across aviation, retail, FMCG, financial services, and the public sector
- One of the few global partners with a specialised Privacy Engineering team able to build bespoke integrations across platforms
- Experienced across multiple technologies—not just OneTrust, but also platforms like Transcend
Our Services
- Advisory: Data privacy and AI governance strategy
- Professional Services: Deployment and configuration of privacy platforms
- Fractional Leadership: DPO, CPO, and AI Governance Officers
- Managed Services: Ongoing privacy programme operations
- Privacy Engineering: Custom integrations and automation
Powering the Next Generation of Airline Marketing
Whether you are a global carrier or a leading value airline, your ability to deliver high-performance, personalised marketing starts with trust—and trust starts with consent.
At The DPG, we help you transform privacy from a risk to a growth driver. Our team has delivered consent and preference transformation programmes for leading organisations across multiple industries, including retail, FMCG, and financial services. These programmes provide us with a robust understanding of enterprise-scale data flows, complex customer journeys, and the commercial drivers that matter most to marketing leaders. As we engage with the aviation sector, we bring this proven expertise along with deep privacy knowledge to help airline CMOs meet their strategic goals with confidence.
Ready to Redefine Your Consent Strategy?
Schedule your Executive Briefing today. We’ll show you:
- Benchmark data from major airline consent journeys
- Real-world examples of privacy-enabled marketing performance
- A custom roadmap to turn your privacy obligations into marketing opportunity
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