Manish Kumar, Managing Director of smart marketing and signage technology organisation, Scala | STRATACACHE Asia-Pacific, discusses the importance of digital signage for travellers looking to access information rapidly in travel hubs worldwide, particularly given the increasingly fast-paced nature of today’s travel industry.
HOW DIGITAL SIGNAGE SOLUTIONS ARE SHAPING THE FUTURE OF TRAVEL IN APAC
As billions of travellers navigate airports, train stations, or ferry terminals worldwide, they encounter crowds, confusing signage, and unforeseen last-minute changes.
This generation of travellers wants more than just information; they expect real-time assistance, personalised support, and seamless navigation.
Travellers want to find their way quickly and stay up to date in real time.
This is where digital signage and marketing technology (MarTech) come into play; these are no longer luxuries, but essential tools that can transform travel into smooth and confident journeys.
From a simple scan of a boarding pass to getting live video assistance, these innovations are revolutionising how we travel.
Learn more about how travel is changing with exclusive insights from Manish Kumar, Managing Director of Scala | STRATACACHE Asia Pacific.
Q&A WITH MANISH KUMAR, MANAGING DIRECTOR, SCALA | STRATACACHE ASIA PACIFIC
Manish, the travel world feels more complicated than ever. What’s changing for passengers in 2025?
Manish Kumar, Managing Director (MK): Travel today is like navigating a fast-moving maze.
Visa restrictions, climate disruptions, geopolitical tensions, and rising costs are reshaping how and where people travel.
Passengers aren’t just looking for a ride from A to B anymore; they want real-time, personalised guidance that makes their journey smooth, stress-free, and even enjoyable.
Transport hubs must evolve from static, confusing spaces into intelligent, connected environments that anticipate and respond to traveller needs instantly.
How can digital signage help transform this experience?
MK: Think of digital signage as the heartbeat of a modern transport hub.
It’s no longer just about displaying schedules; it’s about creating dynamic, interactive experiences.
Imagine scanning your ticket at a kiosk and instantly receiving a personalised route to your gate on your phone, along with suggestions for dining or shopping tailored just for you.
This technology reduces anxiety, cuts down delays, and turns chaotic terminals into intuitive, passenger-friendly spaces.
Flight information display systems (FIDS) and passenger information display systems (PIDS) sound technical – why do they matter to travellers?
MK: They’re the unsung heroes of travel.
- FIDS deliver real-time flight updates, gate changes, baggage information, and weather alerts – all in multiple languages and across every screen in the airport.
- PIDS do the same for public transit hubs – such as trains, buses, and ferries – keeping passengers informed and helping manage crowds.
Together, they ensure travellers are never left guessing, reducing stress and improving safety. It’s about making every second count in a traveller’s journey.
Virtual concierge sounds futuristic. What does it actually do for passengers?
MK: It’s like having a personal travel assistant right at your fingertips.
Through live video calls, passengers receive real-time, face-to-face assistance, whether it’s scanning a boarding pass, locating the baggage belt, or navigating a complex terminal with interactive 3D maps.
Plus, emergency alerts and instant feedback loops make the whole system smarter and safer. It’s technology with a human touch, designed to make travel effortless.
Can you share a real-world example where this is already making a difference?
MK: Absolutely. New Delhi International Airport (DIAL) recently rolled out virtual information display (VID) kiosks that combine live flight updates, video assistance, and interactive wayfinding.
The feedback? Passengers feel more confident, less stressed, and better supported as they navigate the sprawling terminals.
It’s a glimpse into the future of travel that’s smart, connected, and deeply human.
We have also deployed VID kiosks at GMR Hyderabad International Airport Limited (GHIAL).
Powered by the robust Scala Media Player platform, the VID kiosks feature a notable enhancement of a Wi-Fi coupon feature, enabling passengers to conveniently access Wi-Fi directly from the kiosks, thereby further improving connectivity and convenience during their airport journey.
The Scala ecosystem is often mentioned in industry circles. Can you explain how Scala’s solutions are powered and what sets your media players apart?
MK: At the core of our digital signage ecosystem is the Scala content management system (CMS), which acts as the brain of the operation.
The CMS centrally creates, schedules, and manages content, then sends commands to Scala’s robust media players.
These media players are the workhorses that receive these commands and deliver seamless multimedia playback directly to screens and kiosks.
This architecture ensures efficient, real-time control and consistent messaging across multiple locations.
We offer a variety of media players tailored to meet diverse customer requirements and content needs, from HD and full HD to stunning 4K resolution.
This flexibility allows us to cater to a wide range of environments, whether it’s a small retail display or a large-scale transport hub video wall.
What sets Scala’s ecosystem apart is this seamless integration between the CMS and media players, combined with decades of digital signage expertise and modern technology.
Our solutions support multiple verticals, including transportation, retail, hospitality, education, banking, and more, adapting to the unique challenges and goals of each sector.
By leveraging this robust, scalable ecosystem, we empower organisations to deliver engaging, reliable, and future-ready digital experiences that resonate with their audiences and drive operational excellence.
Artificial intelligence (AI) is everywhere these days. How is it reshaping travel technology?
MK: AI is a game-changer. It’s not just about automation; it’s about anticipation and personalisation.
In the future, AI should be able to analyse traveller behaviour to offer tailored recommendations and real-time itinerary tweaks.
It should be able to predict delays, optimise staffing, and minimise disruption.
AI-powered chatbots and virtual assistants will be able to provide 24/7 support, answering questions and guiding travellers through complex environments, all without waiting in line.
What emerging travel trends should transport operators be preparing for?
MK: Travellers want more than destinations; they want experiences — wellness, sustainability, and to avoid overcrowding.
They expect real-time, interactive digital tools that reduce friction and elevate their journey.
Transport hubs that integrate AI, digital signage, and virtual concierge systems will not only meet these expectations but also lead the way in innovation.
Finally, what’s your advice for transport hubs aiming to stay ahead?
MK: Don’t wait. The future of travel is digital, connected, and human-centric. Invest in solutions that deliver real-time, personalised information and support.
These technologies not only improve passenger satisfaction but also build resilience, efficiency, and loyalty.
The travel industry is evolving fast, and those who embrace innovation today will be the leaders of tomorrow.
