One thing I've found myself thinking about recently is how often online parking is positioned almost entirely around price. To be fair, there's a good reason for that. Most airports are working against the long-held perception that airport parking is expensive, and online booking finally gives us something tangible to say. In many cases, it really is cheaper to reserve in advance than to pay the drive-up rate. That's a compelling message, and I don't think we should shy away from it.

Where I think the opportunity begins is after we've earned the traveler's attention.

Coming from an e-commerce background, I've always looked at promotions as the beginning of the conversation, not the entire value proposition. A discount gets someone to stop scrolling, but it rarely answers the question every customer is asking: Why is this the better choice? The brands that consistently perform well don't simply advertise a lower price. They remind customers what that price unlocks—a better experience, less uncertainty, or one less decision to make.

I wonder if airport parking could borrow that same approach.

Instead of saying, "Reserve online and save $5 a day," what if we also reminded travelers what they're getting in return? Maybe it's the confidence of knowing parking is already taken care of before they leave home. Maybe it's avoiding the uncertainty of finding a space during a busy travel period. The discount is still there, but now it's supporting the story instead of becoming the story.

Price gets people to pay attention.

Value gives them a reason to believe they made the right decision.