Increasing revenue per passenger at Billund Airport

To unlock future passenger growth and increase sales, Billund Airport required a clear strategic focus, and a prioritized digital roadmap aligned across marketing, sales and IT.

The Story

With more than 3.000.000 yearly passengers, Billund Airport plays a critical role in Denmark’s international connectivity and serves a broad mix of leisure and business travelers. As passenger expectations evolve and competition between airports intensifies, digital touchpoints have become an increasingly important lever for growth and differentiation.

The airport needed a fact-based, cross-functional process to align on strategic priorities and translate ambition into a clear, actionable roadmap.

“We needed clarity on where digital could truly move the needle for our commercial performance—and alignment across the organization on how to act on it.”

Lars Ellegaard
Head of Digital Transformation, Billund Airport

How we helped

We supported Billund Airport in establishing a clear strategic foundation for its passenger-facing commercial platforms, such as their ecommerce platform and POS system. The engagement was structured around a cross-functional project group with representation from marketing, sales and IT, ensuring that both commercial and technical perspectives were embedded throughout the process. Ahead of a full-day workshop, we collected structured input from 15 stakeholders across the organization, capturing perspectives on current challenges, digital maturity and perceived commercial opportunities. During the workshop, we facilitated alignment around strategic trade-offs and helped the organization converge on two Must Win Battles for the 2025–2030 period. These Must Win Battles now serve as the guiding principles for commercial and digital decision-making. Finally, we translated the strategic direction into a digital roadmap that clarifies platform roles, investment priorities and sequencing—providing Billund Airport with a practical tool for execution.
  1. Fact-based alignment: Using pre-work data from stakeholders to anchor discussions in shared insight rather than assumptions
  2. Strategic focus: Narrowing priorities to two Must Win Battles that directly support passenger growth and revenue per traveler
  3. End-to-end perspective: Linking customer experience, commercial objectives and platform architecture
  4. Execution readiness: Converting strategic intent into a prioritized digital roadmap owned by the organization

“The structured approach helped us move from many individual perspectives to one shared direction. It created clarity and confidence in our next steps.”

Lars Ellegaard
Head of Digital Transformation, Billund Airport

What’s next?

The engagement resulted in a clearly articulated commercial direction for Billund Airport, anchored in two Must Win Battles and supported by a coherent digital roadmap. The organization now has a shared framework for prioritizing initiatives, evaluating technology investments and aligning marketing, sales and IT around common objectives.

VISIT

Billund Airport is Denmark’s second-largest airport and a key international gateway for both leisure and business travelers. The airport serves as a central hub for regional and international connectivity and plays an important role in Denmark’s tourism and business infrastructure.

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René Tristan Lydiksen, PhD

Founding Partner.
Founding Partner.Board member at DK Websales. Former champion at PwC, managing director LEGO Education, chairman at Sima Innovation, and partner at Oxygen.
linkedin linkrtl@fellow.dk+45 53 57 57 58

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Anders Kromann Bak

Anders holds a Cand. Merc. in International Business and Marketing, bringing expertise in marketing, business strategy, and customer experience. His background includes valuable hands-on experience gained through internships and student jobs.
linkedin linkakb@fellow.dk+45 22 96 02 05