Brand
Aeroporti di Roma S.p.A. (ADR) used an automated virtual assistant and utility messages on WhatsApp to provide passengers with real-time flight updates and self-service airport information, replacing traveler reliance on in-person information desks and departure boards with convenient, on-the-go assistance.
Their Story
A gateway airport serving millions of passengers
Aeroporti di Roma S.p.A. (ADR) manages and develops Rome’s airport system, delivering safe, efficient and sustainable services for travelers. ADR serves as a strategic gateway for Italy, supporting passengers, airlines and the wider airport ecosystem while helping to drive economic growth, tourism and global mobility. The organization aims to provide a high-quality travel experience for passengers, an aim that increasingly requires modern solutions.
Their Goal
Real-time information for travelers
ADR needed to provide passengers with real-time, accurate and easily accessible airport and flight information. But traditional methods such as departure boards, its website and in-person information desks required travelers to stay in specific locations or actively seek assistance. This created congestion, reduced passenger autonomy and failed to meet rising expectations for instant, on-demand updates. Existing solutions also lacked the digital support the public desired, limiting engagement. ADR recognized an opportunity to shift to proactive, digital-first communication that would empower passengers with live updates and self-service support. Additionally, it could help reduce the public’s reliance on in-person infrastructure and improve overall efficiency within busy airport environments.
From the first ‘Buongiorno’ to the final ‘Arrivederci,’ we are committed to offering a smooth travel experience that blends Italian hospitality with technological innovation. The virtual assistant marks a significant milestone in our digital transformation journey, enabling us to provide personalized support to the roughly 50 million travelers who pass through our airports each year, ensuring that their first and last moments in contact with the city are comfortable and effortless.”
Emanuele Calà
Senior Vice President Transformation & Technology, Aeroporti di Roma
Their Solution
Real-time updates and self-service support
ADR implemented a virtual assistant on WhatsApp Business Platform to deliver real-time travel communication directly to smartphones. By meeting travelers on a channel they already used, ADR removed the need for new app downloads and lowered barriers to adoption. Via utility messages on WhatsApp, the solution delivered live notifications for gate changes, boarding calls and delays, keeping passengers informed anywhere in the terminal.
The automated virtual assistant enabled people to ask questions and receive instant responses about airport services, wayfinding and procedures, turning static information into an interactive, on-demand experience. This replaced app-based or desk-dependent queries with a simple messaging interface. The reduction in steps translated directly into higher adoption and satisfaction.
ADR promoted the experience throughout the airport, across all major passenger touchpoints. All flight information monitors displayed a footer featuring a QR code with a dedicated WhatsApp phone number, directing passengers to the service. A dedicated communication campaign ran on LED walls, interior and exterior monitors, parking areas, and shuttle buses, all linking directly to the ADR experience on WhatsApp. The same campaign was adapted for ADR’s Facebook Page and Instagram profile and was periodically updated and refreshed. Direct links to the virtual assistant were also integrated into ADR’s official website and Instagram profile to extend awareness beyond the airport premises.
ADR monitored usage patterns and satisfaction scores on an ongoing basis, enabling continuous refinement of the assistant to stay aligned with evolving passenger needs.
Their Success
High satisfaction scores
ADR reported that its virtual assistant on WhatsApp delivered strong engagement and high customer satisfaction scores across a 12-month period, including:
- More than one million conversations on WhatsApp (July 2025 – May 2026)*
- High passenger satisfaction scores (4.55 average rating, out of 5) among 128,000 surveyed passengers who used the assistant*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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