Mieke Struik

Mieke is responsible for commercial strategy and technology at Schiphol Group. In this role, she drives innovation and improves the passenger experience at Amsterdam Schiphol Airport through the use of technology. With a strong background in strategic planning and project management, Mieke has led numerous projects for the airport. A frequent speaker at international conferences, Mieke shares insights on aviation’s future, sustainability, and technology’s transformative role. She is also dedicated to mentoring young professionals.

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Improving PX through digital – an omnichannel approach

This presentation focuses on the transition Schiphol Airport is making to reach passengers, from a multichannel approach with best-in-class individual channels to an omnichannel approach allowing passengers to seamlessly transfer between these channels. Online and offline touchpoints are linked along a clear handover strategy, based on user needs. Through the use of a multi-use passenger experience platform, the airport can create personalized experiences for all passengers, bridging the gap between the website and the native app. By focusing on clear passenger needs, Schiphol aims to grow its reach and ultimately introduce more commercial use cases.

The audience will learn:

• How airports can use individual online and offline channels together to create a better passenger experience
• How the passenger experience platform and self-service kiosks can function as a cornerstone of any omnichannel strategy
• The advantages for airports of having a native app