Transforming airport's digital strategy

to increase operational performance and drive commercial revenue

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Having opened its doors in  1992, Malta International Airport (MIA) proudly welcomes over six million passengers each year. The airport links Malta to three continents, with over 115 airports, making it one of the most well-connected airports in Europe.

In addition, the airport’s economic activity, including both aviation and non-aviation enterprises, contributes to more than 15,000 jobs and over 9% of Malta’s GDP.

ICON has proudly served MIA since 2015, with the redevelopment of a brand new website, micro sites, user experience and digital marketing. ICON has since accompanied the airport on its digital transformation journey, providing technical and hosting services and much more.


Throughout the years, ICON has worked hand in hand with the MIA team to continuously identify new areas for improvement, with the objective of bringing key services and information to passengers with just a few clicks.

Beyond this success, being a mission critical website with millions of passengers relying on the website for arrival & departure, as well as weather data, ICON has successfully maintained high site availability and stability throughout the years and has further supported the airport during critical events.


In today’s digitally connected world, airports have become hubs of connectivity and economic growth. Given the ever-changing expectations of today’s digital travelers, it has never been more important to support passengers and business partners with seamless and intuitive digital experience. Malta International Airport is committed to raise the bar in customer experience and wanted to apply high standards to make passengers’ digital experience as enjoyable as physical experiences.

The main goals MIA wanted to achieve throughout this project:

  • Aligning its digital strategy with the business objectives, while generating efficiency and increasing  revenue for the airport
  • Providing a superior digital experience that drives value for both, MIA’s visitors and business partners

“Who would’ve thought it, Malta?! The contemporary design feels light and accessible as well as easy to navigate and find key information quickly and easily. It’s not just the design though, the IA divides visitors into Passenger, Visitor and Corporate which seems like a more sensible ordering. I’m not too sure why airports have webcams, but the Malta Airport Apron Webcam lets you check which airplanes have just landed and if it’s still sunny. I can confirm, it’s still sunny in Malta.

There’s a dedicated section for weather, including radar images, satellite images and the option to receive weather alerts. Across the board, airports want to continue a dialogue with its visitors with flight or weather alerts as well as apps. The dining section lets you browse restaurants easily and even find out if they’ll be open when you’re visiting.

Great for a clear user journey and informative restaurant pages! “


Producer at GIBE


Malta International Airport has entrusted ICON to radically improve the way it connects with its passengers whilst ensuring the availability and stability of its business-critical applications even during unprecedented times. Below are some key objectives of the MIA’s digital solution:

  • Increase airport’s operational performance: Customer and visitor satisfaction for airports often pivots on punctuality and smooth experience. MIA required a solution that would allow airport visitors easily access flight schedules, destination maps and real-time arrivals and departures. This was handled through development of bespoke solutions that provide visibility and create a performance-driven ecosystem.
  • Mixing Business with Leisure: The website provides personalised experience to prospect travellers, as well as prospect business partners. ICON integrated Malta International Airport’s website with three newly-developed microsites, including the leading weather provider in Malta – MIA Weather; LaVallette Lounge Club and Skyparks Business Centre, to offer a seamless customer journey that would stimulate additional streams of revenue for the airport.
  • Maximise Ancillary Revenue: As airports increasingly rely on their commercial revenue stream to generate profit, Malta International Airport required a fast and flexible solution that allows passengers to access the best airport offers, entertainment services, parking availability and rate calculator, and many more. This was achieved through a development of bespoke solutions and integrations with third-party ancillary providers.
  • Always Connected: By effectively communicating wait times and delays to visitors, airports can attract more passengers and significantly improve their efficiency. MIA’s digital solution enables the airport to directly create targeted notifications and announcements from their back-end system. One of the key platforms for the effective communication purposes is the dark website which is crucial in the times of crisis, when a clear, relevant and concise information is required for the MIA team, passengers and visitors and the media
  • Mission critical: with millions of visitors relying on up-to-date information, ICON continuously maintains high site availability, stability and further support during critical events. ICON supported MIA during the Plane hijack in 2016, when the web traffic increased ten-fold and the airport required ICON’s entire support; and COVID-19 pandemic in 2020 when the website needed to be swiftly adapted to meet new government directives, keep passengers up to date ensure the continued availability and stability of the website.
  • Highly Secure: Given the nature and importance of the website, a special focus was placed on ensuring the digital solution meets the industry security and GDPR standards. Website security vulnerability scans are also run periodically, to detect and stay ahead of potential vulnerabilities on the website.
  • Built in the Cloud: Using the latest could technology, the website is built for scalability and resilience. Moreover, using a Content Delivery Network, the experience for international users is improved as content is served from data centres close to their proximity. This ensures high availability and performance throughout the customer’s online journey.