Manchester Airports Group (MAG) has merged its American and digital divisions – MAGO and MAG USA – to form a new business, CAVU.

The newly-formed business aims to help clients worldwide develop better customer experiences and drive value from the end-to-end passenger journey, boosting their non-aeronautical revenue.

“We are so excited to have launched CAVU today as we strive to become the number one airport product and services company in the world,” said Martin Jones, CEO of CAVU. “The new business has been created with a clear mission of unlocking value from the end-to-end passenger journey, increasing non-aeronautical revenue for our clients and partners, and delivering products that improve the travel experience for passengers.”

Examples of products and services developed by CAVU include a proprietary ecommerce platform, which allows passengers to pre-book car parking and other airport products such as lounges and fast-track security.

Additionally, its intelligent performance commercial services offer revenue management and digital marketing capabilities, and its distribution solution offers passengers the broadest global choice of airport parking and related services – already spanning 23 countries, 302 airports, 1,191 suppliers and 2,631 individual parking products. Its flagship physical passenger experience brand, Escape Lounges, can already be found in 15 airports internationally.

The company’s new name is taken from the aviation and meteorology term ‘Ceiling and Visibility Unlimited’, which describes the prefect flying condition, where the ceiling is more than 10,000 feet and the visibility is more than 10 miles. More than just a label, it is said to represent what CAVU stands for – creating seamless, enjoyable travel experiences for airport passengers.