Startup Success

Marabu Airlines launched in April 2023, based in Estonia — a country chosen deliberately for its digital-first culture and forward-thinking approach. In under two years, the airline transported over two million guests. Marabu operates as a lean, next-generation carrier: roughly 50% of the team comes from outside aviation, bringing a startup mindset and a customer-first approach to everything it builds.

Ink already provided Marabu's Departure Control System (DCS). That existing relationship and the data consistency that comes with a single provider across DCS and web check-in made the case for going further together.

Challenge

Check-in was a missed opportunity

Marabu passengers were checking in, but not much else. The check-in flow handled boarding passes. It did not handle seat choices, baggage, upgrades, or payments. Revenue that could be captured digitally, before the airport, was being left on the table or handled by ground staff at the desk.

The airline also serves a wide passenger mix. Younger travellers expect a fully digital, self-serve experience. Others want something simpler and more guided. A single, rigid check-in flow was not serving either group well.

At the same time, Marabu needed the check-in and ancillary data to be consistent across the journey — what a passenger selects online had to match exactly what airport staff see at the counter. With Ink already running the DCS, centralising that data within one system was a clear architectural advantage.

Implementation

Ink and Marabu developed Cloud Shopper: an AI-driven online check-in platform that brings seat selection, ancillary sales, baggage, and payment into a single digital journey, accessible on any device before the passenger reaches the airport.

The rollout was structured in phases, each building on the last:

Phase 1 — 2024. Core infrastructure and the online check-in journey went live in 3.5 months. Passengers could select seats, with AI-driven pricing evaluating route, customer profile, and other parameters to derive the right price for each ancillary product at the right moment.

Phase 2 — 2025. Cabin baggage, checked bags, and sports equipment were added to the check-in flow. Passengers see exactly what is included in their fare, what extras cost, and what overweight fees apply — then pay immediately using cards, Apple Pay, or Google Pay. They arrive at the airport with their extras already confirmed. Seat upgrades were also introduced, with enhanced seat map design and logic that presents less preferred seats first, guiding passengers toward better options and improving upgrade conversion.

Phase 3 — 2026. Meals and further ancillary services to complete the one-stop digital journey.

Behind the scenes, Ink integrated Cloud Shopper with Marabu's pricing, payment, and operational systems, so offers, orders, and receipts are consistent with what airport staff see. Because Ink runs both DCS and web check-in, data consistency is built into the system.

Results

Customer voice

"Most customers know if they are taking a suitcase, skis or golf clubs well before they reach the airport. We want them to sort that out at home, at a clear price, rather than standing in a line hoping there are no extra fees. Extending our Cloud Shopper online check-in with baggage and sports equipment services, and adding common payment options, lets us offer a more convenient and predictable experience." — Johannes Haage, Senior Head of Operational Development & Strategy, Marabu Airlines.

What's next

Cloud Shopper is built as a foundation for omnichannel retailing. The next phase adds meals and further ancillary services, completing a single digital journey that covers every common pre-trip decision a passenger needs to make. Longer term, the platform is structured to support an Offer-Order model, connecting every touchpoint from booking to post-flight within one record.

"Our vision is to connect all touchpoints in the customer journey, leveraging data and technology to create a personalised travel experience." — Johannes Haage, Senior Head of Operational Development & Strategy, Marabu Airlines.

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