VoiSmart
Case study
Transportation & Logistics
inPiazza Guest WiFi
ADR Rome Airports: WiFi for 12 Million annual users and over 35 Advertising Campaigns with inPiazza
About ADR Aeroporti di Roma
ADR is the company that manages Rome’s Fiumicino and Ciampino airports. It is Italy’s largest airport operator and the fifth largest in Europe by passenger traffic, serving 50 million passengers in 2019.
ADR Aeroporti di Roma S.p.A.
Transportation & Logistics
2 main hubs · 50 million passengers/year (2019)
inPiazza Guest WiFi
The Challenge
Airports are investing more than ever in delivering an outstanding Passenger Journey. Providing a seamless and enjoyable travel experience brings direct benefits to airport operators while positively impacting ACI/ASQ ratings, the leading international benchmarks for airport service quality.
WiFi connectivity is one of the key elements of this journey, and its performance has a direct impact on airport ratings. Delivering a high-quality service with fast, intuitive, and frictionless access is therefore essential.
A well-designed WiFi onboarding experience also encourages passengers to engage with the airport, creating new business opportunities ranging from digital advertising and drive-to-store initiatives to partnerships with retailers operating inside the airport terminals.
ADR set out to build an exceptional WiFi Passenger Journey, capable of delivering outstanding network performance while enabling new digital services for both passengers and commercial partners.
Key Requirements
- Deliver a fast, frictionless WiFi onboarding experience for different passenger profiles.
- Provide different access levels for occasional travellers and business passengers using international roaming agreements.
- Maximize network performance through intelligent bandwidth allocation, even during peak traffic periods.
- Create a digital engagement touchpoint to deliver targeted advertising campaigns throughout the airport terminals.
- Develop Proximity Marketing capabilities to promote additional airport services.
The Solution
To deliver a service of this scale efficiently while maintaining full operational control, ADR chose to bring the inPiazza Guest WiFi engagement platform in-house, working with VoiSmart to build an ecosystem of value-added digital services.
The first phase focused on redesigning the WiFi onboarding experience through a clear and intuitive welcome page featuring a limited number of access options tailored to different passenger profiles—from leisure travellers looking to connect within seconds to international business travellers using roaming agreements.
The flexibility of the inPiazza platform made it possible to satisfy both use cases successfully. Passenger adoption confirmed the effectiveness of the approach: in 2019, the service was used by 12 million users, approximately one out of every four passengers.
Building on the airport's high-performance WiFi infrastructure, the next objective was to ensure that every connected user received the highest possible bandwidth at any given time.
During peak hours, network resources needed to be distributed fairly among all connected passengers. When demand decreased, individual users could benefit from significantly higher performance.
The inPiazza platform addressed this challenge through adaptive bandwidth allocation, dynamically optimizing available network resources in real time.
Solution Components
inPiazza Guest WiFi – Multi-level onboarding with a fast, intuitive welcome page. Frictionless WiFi access for both occasional travellers and business passengers using international roaming services.
Splash Advertising – Targeted advertising displayed on the WiFi login page based on passenger location, language, and time of day. A new digital advertising channel for brands, travel agencies, and tour operators.
Proximity Marketing – Contextual promotion of airport services such as Fast Track, Parking, and other value-added services. Upselling opportunities based on the passenger’s real-time location within the terminal.
Location Analytics – Passenger flow analysis throughout the airport terminals, providing valuable insights to support both operational management and commercial decision-making.
Results
Within a single year, the service reached 12 million WiFi users, representing approximately one in every four passengers travelling through Rome’s airports in 2019. This demonstrated how a well-designed onboarding experience can remove barriers to access and transform WiFi connectivity from a commodity into a powerful engagement tool.
The Splash Advertising platform generated more than 1 million impressions across 35+ advertising campaigns, engaging international brands, travel agencies, and tour operators in a win-win model that delivered value to the airport, advertisers, and passengers alike.
The digital Passenger Journey is one of the key factors contributing to the world's leading airport quality rankings. ADR has been recognized and awarded by ACI World among the best airports in Europe, particularly for the quality of its services and the overall passenger experience. The inPiazza Guest WiFi platform plays a key role in creating the airport's first digital touchpoint with travellers.
| Area of Impact | Result achieved |
|---|---|
|
Service Adoption |
12 million WiFi users in one year, representing approximately one in four passengers travelling through ADR airports in 2019. |
|
Marketing & advertising |
Over 1 million impressions generated across 35+ Splash Advertising campaigns. |
|
New Digital Services |
Proximity Marketing successfully deployed to promote Fast Track, Parking, and additional airport services. |
|
Industry Recognition |
Recipient of the ACI Europe Best Airport Award every year since 2018 in the category of airports handling more than 40 million passengers annually. |
Why VoiSmart
Complete Platform Control
The WiFi engagement platform was brought fully in-house, enabling ADR to manage, evolve, and expand the service independently without relying on external providers.
Flexible Multi-Level Onboarding
A single platform capable of meeting the needs of both occasional travellers and international business passengers using roaming agreements.
Intelligent Bandwidth Optimization
Adaptive bandwidth allocation ensures the highest possible network performance during both peak traffic periods and quieter hours.
Contextual, Measurable Advertising
Location, language, and time-based targeting transforms every WiFi login into a valuable engagement opportunity for brands and commercial partners.
An Integrated Digital Ecosystem
From Guest WiFi to Location Analytics and Proximity Marketing, a single platform supports every stage of the digital Passenger Journey.
Still have questions?
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Contact us to learn more about our solutions or to receive personalized advice. We’ll be happy to answer your questions and help you find the best solution for your organization.
Frequently Asked Questions (FAQ) about this project
How is the WiFi access exprerience managed for different passenger types, such a tourist, business travellers, and users with international roaming agreements?
The inPiazza platform provides a multi-level onboarding experience within a single solution. Occasional passengers can connect through a fast, user-friendly welcome page with a simplified authentication process. Business travellers using international roaming agreements are automatically recognized and granted access through a dedicated service tier.
Each user group is assigned a tailored access policy, including bandwidth allocation, session duration, and available services, ensuring an experience that matches the needs of every passenger profile.
How does the airport WiFi advertising platform work, and how are ads kept relevant to passengers?
The Splash Advertising platform delivers targeted advertisements directly on the WiFi login page. Campaigns are personalized according to the passenger’s location within the airport terminal, preferred language, and time of day.
This approach enabled ADR to launch more than 35 advertising campaigns, generating over one million impressions while engaging international brands, travel agencies, and tour operators. The result is a highly relevant advertising experience that creates value for advertisers, the airport, and passengers alike.
How does the platform handle peak traffic periods without compromising network performance?
The platform uses adaptive bandwidth allocation to optimize network resources in real time.
When a large number of passengers are connected simultaneously, the available bandwidth is distributed fairly across all users to ensure a consistent level of service.
During quieter periods, connected users automatically benefit from higher bandwidth and improved performance. These lower-traffic moments also provide the ideal opportunity to present additional digital services and promotional content, maximizing both the passenger experience and engagement opportunities.
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