Heathrow Airport has extended its partnership with Adobe to rebuild its website on Adobe CX Enterprise and to track how its content appears across AI-powered search.

The deal matters to the sector because passengers increasingly use AI platforms to plan travel, making accuracy in AI answers a digital priority for airports.

Heathrow, the London airport serving more than 84.5 million passengers a year, has worked with Adobe for more than a decade. Its website receives more than 50 million visitors annually and will be rebuilt on Adobe CX Enterprise, an agentic AI system for managing the customer lifecycle.

Adobe Experience Manager and Adobe Brand Visibility, both part of the platform, will deliver more personalised content and optimise it for ChatGPT, Google Gemini, Microsoft Copilot and Perplexity AI. The site will also carry accessibility programmes, community engagement material and stakeholder resources.

Brand Visibility, which Adobe launched in June, shows how often and how accurately AI chatbots mention a company. Heathrow will use it to track how its content is cited and positioned across major AI platforms and identify gaps in search visibility.

Adobe research cited in the announcement found that one in four consumers now use AI platforms as their primary source of information when making travel decisions.

Stephen Glenfield, Head of Digital at Heathrow, said: “Working with Adobe, we are able to make sure that passengers get the right information whether they are on our website or querying via an LLM.”

Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe, said the partnership would “ensure Heathrow’s content is visible and accurate in a world where AI is increasingly the first stop on the travel journey.”

The structural driver is the shift of travel discovery towards AI platforms, which moves the contest for passenger attention from owned websites to how large language models cite and present an organisation’s content.

For the sector, the extended partnership shows large travel operators treating AI search visibility as a measurable digital discipline alongside website personalisation.

Source: news.adobe.com / comparethecloud.net / thenextweb.com / business.adobe.com