Paulo
Lanzilotti
Download Case

Turn uncertain airport time into safely usable time, orchestrating the right experiences throughout the journey.

From departure to long connections, Airport Confidence helps travellers understand what they can comfortably do next, while protecting the time needed to reach their flight.

The best airport experience starts before you ever leave home.

What can you safely do with the time you have?

Everything in place

Your Journey Plan is Ready

Home
Terminal 3
Gate 308
Your time, confidently orchestrated.
Understand the journey

Airport experience activation should start before the airport.

The earlier the decision happens, the more naturally the experience becomes part of the journey.

Understand the journey. Airport experience activation should start before the airport. The earlier the decision happens, the more naturally the experience becomes part of the journey.

If the journey changes

CONNECTION UPDATED

Your connecting flight was cancelled.

The next flight departs in 11h.

But don't worry, we've rebuilt your journey.

01 / Customer & Opportunity

Time available.
Confidence missing.

The traveller
Proposed first departureGRUT3 International · Premium cardholder

An eligible benefit.
An unfamiliar airport.
One unanswered question.

“What can I safely do
with the time I have?”

Start with infrequent international travellers.

The usable window

Time until boarding is not all yours to use.

19:40 Airside, confirmed21:00 Boarding
7 min to lounge9 min to gate10 min buffer

Illustrative, post-security window. Walking and boarding protection are reserved first.

The first hypothesis
45%

of surveyed travellers reported less stress with airport technology.

37%

use freed time to relax in a lounge.

Priority Pass · Global survey, 2025
The hypothesis to test

Make time feel usable.
Make an existing benefit easier to use.

Start at GRU T3 to bound operational complexity. Confirm local demand with one issuer.

Research establishes context, not product validation.
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02 / Product Concepts & Prioritisation

Why Airport Confidence
earns the first test.

Three credible bets
Possible first betCustomer moment
01

Airport Confidence

Uncertainty on an ordinary trip

02

Journey Recovery

A disrupted journey

03

Baggage AirTag

A bag that does not arrive

The trade-offs
Possible first betLearning trade-off
01

Airport Confidence

Repeatable need; timing must be reliable.Activates existing airport experiences

02

Journey Recovery

High urgency; a less predictable test cohort.Builds on disruption support

03

Baggage AirTag

Acute pain; more hand-offs to prove delivery.Extends assistance and protection

Qualitative prioritisation: recurring need, ecosystem fit, learning effort and a plausible buyer.

The deliberate choice
First activation
Safe Usable TimeEligible lounge

One repeatable decision, inside an existing benefit.

Lounge is the first use case, not the product.
Journey recovery remains a possible later extension.

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03 / Strategic Fit & Business Value

Collinson already has
the building blocks.

Understand the context
The missing decision

“What makes sense
for me, now?”

Time & locationJourney constraintsEligibility & availabilityUseful together. Incomplete on their own.
Make the time decision
Journey contextTime & locationJourney constraintsEligibilityAvailable experiences
Safe Usable
TimeBest Next
Experience

Understand. Recommend. Recalculate.

Connect the ecosystem
Journey contextTime & locationJourney constraintsEligibilityAvailable experiences
Safe Usable
TimeBest Next
Experience
Access programmes

Priority Pass
LoungeKey · Lounge Pass

Disruption benefits

SmartDelay

Experience spaces

Airport Dimensions

A proposed orchestration layer, aligned with Priority Pass’s evolution. Validate overlap, local availability and technical access before building.

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04 / Recommended Concept & PoC

Start narrow.
Learn fast.

Separate vision from proof
The demo shows a possible future

Coordinates.
Books.
Adapts across the journey.

The first PoC tests one decision“You Have Time
for a Lounge.”

Confirmed eligibility. Conservative timing.
Supervised guidance. No autonomous booking.

Learn before scaling
  1. 01

    Listen

    Do travellers avoid benefits because time feels uncertain?

    Interviews · PM + Research
  2. 02

    Walk the journey

    Can a supervised plan be understood and safely followed?

    Concierge test · Product + Operations
  3. 03

    Test the buyer

    Would an issuer pay for the value, including benefit costs?

    Commercial validation · Partnerships
Protect the boundary

One issuer / GRU T3 / Confirmed airside

Reliable context

Reserve the gate buffer.
Recommend an eligible lounge.

Uncertain context

Suppress Safe Usable Time.
Guide conservatively towards the gate.

Refresh flight, gate and walking assumptions. Never present a stale estimate as a guarantee.

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05 / Validation & Success Criteria

Prove that confidence
changes behaviour.

Isolate the difference
Random assignment

Eligible, registered travellers

Same contact timing and frequency
A

Contextual reminder

Your lounge benefit, at the right moment.

B

The same reminder + plan

Safe Usable Time + an eligible recommendation.

Test the value of planning, not the value of sending a message.

Measure real behaviour
Random assignment

Eligible, registered travellers

Same contact timing and frequency
A

Contextual reminder

Your lounge benefit, at the right moment.

B

The same reminder + plan

Safe Usable Time + an eligible recommendation.

Primary outcomeCompleted visitsper assigned eligible trip

With confidence and boarding-safety guardrails.

Decide from the evidence
↗

Expand one cohort

Meaningful uplift, stronger confidence, reliable guidance and paid continuation.

→

Simplify

A reminder performs as well.
Keep the simpler intervention.

⊣

Pause

Boarding harm or unreliable guidance.
Investigate before continuing.

Proposed uplift threshold: +5pp, with a 95% interval above zero. Validate baseline and sample first. A pilot is not proof of PMF.

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06 / Go-to-Market & Commercial Model

Activate through existing
customer relationships.

One issuer first
YOUR TRAVEL BENEFITS
Before your next tripYour airport time,
with a plan.

See what you can comfortably do with your card’s travel benefits.

Plan your airport journey Illustrative issuer entry point
Proposed buyer & distributor

A premium card issuer.

Make existing benefits
useful, visible and valued.

Use an existing relationship to recruit eligible travellers. No new destination app required.

A short path to value
  1. 01

    Invite

    Existing issuer channel

  2. 02

    Register

    Flight + confirmed eligibility

  3. 03

    Plan

    Your Journey Plan is Ready

  4. 04

    Experience

    You Have Time for a Lounge

From a benefit they have to an experience they can use.

Find the friction
  1. 01

    Invite

    Seen → started

    Is the benefit visible?
  2. 02

    Register

    Started → eligible trip

    Is setup worth the effort?
  3. 03

    Plan

    Trip → plan used

    Is the guidance trusted?
  4. 04

    Experience

    Plan → completed visit

    Can the visit happen?

Measure each hand-off before adding channels. Priority Pass and other partner routes are later options, not parallel launch requirements.

The commercial hypothesis
Buyer

Issuing bank / card programme

Value

Higher benefit activation + stronger premium proposition

Commercial hypothesis

Partner-funded B2B2C capability, pricing model to be validated

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For the discussion

The thinking behind the case.

A proposed product and validation plan. No interviews, partner agreements, integrations or pilot results are claimed.

Customer evidence & scope

Priority Pass commissioned a survey of 12,067 travellers across 21 markets in April–May 2025, including 504 in Brazil. 45% reported reduced stress from airport technology; 45% reported gaining 10–30 minutes. These findings support the context, not the causal hypothesis that this product increases benefit use.

Priority Pass research · 2 July 2025

Proposed first segment: eligible premium cardholders who travel internationally infrequently, departing from GRU T3. GRU is a proposed operational boundary; first-partner reach and recruitment volume still need validation.

Experiment & decision rules

Randomise registered eligible travellers between a contextual reminder and the same reminder plus a plan. Keep contact frequency equal; balance prior lounge usage and departure windows. Count completed visits per first assigned eligible trip. Existing experience can be a third, diagnostic arm.

Illustrative sizing: a 20% reminder baseline, a 25% plan outcome, 80% power and 5% two-sided significance imply roughly 1,100 trips per arm; allow around 1,200. Recalculate after validating the baseline and attainable recruitment. These are planning assumptions, not results.

  • Expand one cohort: proposed uplift of at least 5 percentage points with a 95% interval above zero, improved confidence, reliable guidance and paid continuation.
  • Simplify: a reminder performs as well as the plan.
  • Pause: credible product-related boarding harm or persistently unreliable guidance. A small pilot cannot establish the absence of rare safety events.
Commercial model & sensitivity

Illustrative annual scenario, in R$: 14,400 registered journeys, R$120,000 licence, R$8 per journey and R$3 variable delivery cost. Contribution is R$192,000 before shared fixed costs, development, taxes and working capital.

Illustrative scenarios — not pricing commitments
ScenarioLicencePrice / cost per tripContribution
Lower priceR$80kR$6 / R$3R$123.2k
BaseR$120kR$8 / R$3R$192k
Higher costR$120kR$8 / R$5R$163.2k

At an assumed R$600,000 annual shared operating cost, the base scenario needs four similar partners to cover those costs. The bank faces R$235,200 in fees plus R$72,000 in extra lounge costs if visits rise 5pp at R$100 per additional visit: R$307,200 in value to justify. Verify willingness to pay, capacity, all costs and renewal intent with the buyer.

Dependencies, ownership & the existing ecosystem

PM and Research: recurring need and comprehension. Engineering and Operations: data freshness, timing audits and suppression. Airport Partnerships: access and capacity. Commercial and Finance: paid learning and viable economics. Privacy and Security: minimal collection, permissions and retention.

Priority Pass, LoungeKey and Lounge Pass offer different access routes. SmartDelay and Airport Dimensions play different roles in the group’s capabilities. Their presence does not establish a ready API, local availability or eligibility for this proposed journey.

Collinson’s experience ecosystem

Audit the existing Priority Pass roadmap before building. Integrate or improve an existing capability if the overlap is material.

07 / Delivery Plan

12 months to prove,
adapt and scale.

Delivery plan

Airport Confidence / Proposed roadmap
Gantt 12 months

Scroll the timeline horizontally to explore all 12 months →

Proposed delivery schedule. Months are relative to kickoff. Expand a quarter to see its subtasks; select a task or bar for the owner and intended outcome.
Workstream / task 4 phases · 12 subtasksSchedule, months 1 through 12
3
3
3
3

Select a task or bar to see its owner and intended outcome.

Quarter-end decision gate

Indicative timing from kickoff. Later phases depend on evidence, safety and partner commitment.

08 / Recommendation & Next Step

Earn the right to scale.

Three things to prove
01

A real traveller need.

02

Value beyond a reminder.

03

Economics a buyer accepts.

The recommendation
The proposed next step

Approve a bounded discovery
and supervised test.

One issuerGRU T3One safe decision
Commit to broader investment only when the evidence supports it.
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Your Time,
Confidently Orchestrated.

Download CV

Paulo Lanzilotti,
MBA

Product strategy · AI ·
Business · Marketing

I build products by looking
at the system around them.

My background moves from engineering and operations to business, marketing and artificial intelligence. Today, I work across strategy, prototyping and execution to turn that complexity into products people can actually use.

Explore my journey

  1. RefurbHubProduct & AI Technology Leader

    Leading product, AI and operational systems for renovation journeys.

  2. The Flooring EmpireProduct Owner

    Owning digital estimating and conversion journeys.

  3. JEM SystemsMarketing Coordinator / e-Commerce Product Owner

    Connected commerce, marketing operations and product ownership.

  4. JEM SystemsB2B Marketing Analyst

    Built B2B marketing insight and demand-generation capability.

  5. Mizzie The KangarooMarketing Intern

    Supported a consumer brand across marketing execution and international operations.

  6. Neuron MobilityMechanical Technician

    Applied hands-on technical diagnosis in a fast-moving mobility operation.

  7. Ford Motor CompanyEngine Technician

    Built a systems and quality foundation through root-cause analysis on a complex production line.

  8. NootriFounder

    Created an early business spanning customer insight, operations and commercial execution.

Every transformation starts with a conversation.

What will we
make possible?

Explore Portfolio paulog@lanzilotti.com.br LinkedIn Lanzilotti Consultoria