Nowadays airports must face many challenges. Passengers waiting at the terminal are often unaware of opportunities that an airport provides. Airports want to dynamically and personally market products and services to passengers while they are on the premises. However, to do all this, airports need more data on their travelers. In order to better serve and market to travelers and business people and encourage them to stay, engage in and use facilities, airports should employ innovative marketing initiatives and loyalty programs powered by a cutting-edge IT platform.