SESSION FIVE: COMPETING FOR PASSENGERS – ROUTE DEVELOPMENT AND INCENTIVES (PANEL DISCUSSION)
Over the last 20 years, Air Service Development has become an integral module of every airport’s business development strategy. At the same time, it has evolved from a simple sales pitch to a dynamic and complex process with airports going beyond just attracting airlines or adding new destinations. Airports have crafted a great array of support programmes aiming at persuading airlines to select them and gain a competitive advantage over their peers. Incentive packages have become widely used throughout the industry as part of air service development strategy to share with airlines part of the risk of a new route or an additional frequency.
What should therefore a successful Air Service Development include? What are some of the tools, incentive schemes and marketing activities in place that allow airports ‘win’ new routes and increase passenger traffic? Besides the upside gains, what are some of the risks and unforeseen pitfalls that could occur when instituting an incentives or a marketing support programme? How should airport operators position themselves vis-à-vis tourism authorities.
Chair: George Karamanos, Managing Director, KPI Aviation Marketing Solutions
Yiannis Paraschis, Chief Executive Officer, Athens International Airport SA
Marina Papatsoni, Marketing Director, TEMES
Daniel Burkard, Director External Relations & Business Development, Deputy Airport Director, Moscow Domodedovo Airport
Anita Mehra, Senior Vice President of Communication and Reputation, Dubai Airport