Bristol Airport Hits Unprecedented Levels with IDeaS Car Park Revenue Management

The story

Bristol Airport, a major transportation hub serving approximately 10 million passengers in 2024 and forecasting 11 million passengers in 2025, is experiencing unprecedented growth—both in terms of physical footprint and revenue—in its parking facilities.

With one of the largest valet parking operations in the UK, Bristol Airport accommodates 16,000 cars in its Silver Zone alone during the peak summer period and offers various parking options, including multi-storey, short-stay, and premium offerings. The airport is also expanding, with a new multi-storey car park and public transportation interchange slated for completion in July 2025, set to double its parking capacity in the multi-storey facility and enhance the passenger experience. To optimise revenue and improve operational efficiency, Bristol Airport implemented IDeaS Car Park RMS, a decision that has transformed how they manage their parking operations.

Shifting gears from manual parking management

Before adopting Car Park RMS, Bristol Airport’s parking revenue management was manual, limiting their ability to handle growing demand. Kate Burton, Commercial Product Executive, explained that manual processes were time- consuming and hindered strategic planning. Ross Howlett, with 23 years at the airport, added that as demand grew, manual oversight became impractical. In response, the airport turned to Car Park RMS for automated demand forecasting, pricing support, and operational planning insights.

“Since implementing Car Park RMS, we’ve gained confidence in the solution’s reliable, data-driven insights”
– Kate Burton, Commercial Product Executive

Putting parking operations in the fast lane with data

“Since implementing Car Park RMS, we’ve gained confidence in the solution’s reliable, data-driven insights,” said Burton. “Key reports like the Current Recommendations and Forecast Validation have become essential tools for guiding strategy. Accurate forecasting has allowed us to proactively adjust capacity to meet demand and secure additional land for new parking facilities,” shared Howlett.

The system has also facilitated better cross- departmental communication. Bristol Airport’s marketing team relies on Car Park RMS data to keep the website updated with accurate parking availability, enhancing the customer experience. Moreover, the historical data stored by Car Park RMS has proven invaluable for reporting purposes, allowing the commercial team to quickly provide accurate data for other departments without the need for preparing time-consuming manual spreadsheets.

IDeaS drives revenue without sacrificing occupancy

One of the standout benefits of Car Park RMS is its ability to support both financial and operational goals. Beyond revenue generation, Car Park RMS empowers Bristol Airport to implement strategic, revenue-maximizing length-of-stay controls, which help manage space turnover by proactively guiding overflow short-term parkers to areas like the multi-storey facility typically reserved for longer stays. These controls, guided by effective demand forecasting and parking facility data, not only increase revenue but also improve parking operations by balancing demand across the airport’s facilities.

Car Park RMS not only streamlines revenue strategy but also enables real-time pricing adjustments, helping parking facilities navigate a competitive landscape influenced by alternatives like rideshare services. In September 2024, a record-breaking revenue month, Bristol Airport introduced seasonal price tables in their Silver Zone parking. Despite peak-season pricing, demand and occupancy remained strong, highlighting the airport’s ability to strike a delicate balance between demand-based increases and maintaining competitive rates to avoid driving customers away to other options. This flexibility ensures optimal occupancy while maximizing revenue.

Results and conclusion

Bristol Airport has seen remarkable results since integrating Car Park RMS into their parking operations. In 2024, they broke multiple records, including achieving the highest monthly revenue ever for their parking facilities during September, surpassing £8 million overall, with £5 million in a single month from the Silver Zone parking alone. Additionally, the airport’s average daily rate (ADR) and average transaction values (ATV) have reached new highs, contributing significantly to their overall revenue growth. The team attributes these successes to the system’s predictive capabilities, saying, “Without IDeaS, achieving these records would have been far more challenging.”

IDeaS’ ongoing support has been crucial for Bristol Airport during its rapid growth. Features like the Pricing Pace Report help refine strategies, while the team notes that IDeaS’ reliability ensures they can confidently tackle new challenges. Car Park RMS is integral to Bristol Airport’s parking strategy, automating demand forecasting, optimising length-of-stay controls, and enabling real-time pricing adjustments. With expansion ahead and IDeaS’ continued support, the airport is poised to meet passenger needs while maximising revenue and efficiency.

About IDeaS 

IDeaS a SAS company, is the world’s leading provider of revenue management software and services. With over 30 years of expertise, IDeaS delivers revenue science to more than 30,000 properties in 154 countries. Combining industry knowledge with innovative, data-analytics technology, IDeaS creates sophisticated yet simple ways to empower revenue leaders with precise, automated decisions they can trust.

Results delivered. Revenue transformed.

Discover greater profitability at ideas.com.