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Airport Operator Marketing Strategy

1460 Words6 Pages

Airport operator ability to understand airline profile and airline needs can play a significant role in success. All airports try to promote themselves to airlines using different means: placing advertisements and information about the airports in all kind of media (magazines, newspapers, journals) or by participating in all kind of exhibitions, seminars, roadshows and workshops. The main goals is to significantly increase airlines product awareness. (in the context of this coursework – product = airport). The product has to meet needs of the airline. (airport competition and marketing, page 242)
Usually to attract an airline to an airport or to increase traffic in relevant segments airports develop a marketing strategy. This whole process …show more content…

Airport operator can offer various discounts to the airlines to encourage or motivate to serve the airport. Usually discounts, mentioned in table..... , are involved in reduced fees over a certain period of time. (airport competition and marketing, page 244). As it can be seen from table.... every discount fulfils some kind of objective. Landing discounts encourage new routes/direct routes, new frequencies or additional capacity and to base an aircraft in the airport. Passenger discounts encourage passenger grow, transfer passenger grow and development of new routes and frequencies while avoiding congestion and night noise. Not all discounts are applicable to all airlines. For example some discounts from table..... are not always applicable for low cost carriers( discount for landing with a larger aircraft / transfer passenger discount). Low cost carriers usually operate single type aircraft fleet and operate a network …show more content…

"Catchment area - the number of people living within an area in which people have approximately two hours of transport by bus, car or train to an airport. The size of the catchment area is of great importance to an airline’s choice of routes and thus of airports." http://www.riga-airport.com/en/main/newsroom/aviation-terms Airlines evaluate what is the potential market for particular airport. As per definition, usually airlines evaluate an area which is 2-3 hours from airport. For example catchment area of Riga International airport is 6.8 million people. http://www.balticgsa.com/eng/good-to-know/104-Vilnius-Riga-Tallinn-Airport-Catchment-Area/?whitelabel . Problem can occur when catchment area of several airports overlay one area as it can be seen in picture..... For example Riga International airport , Tallinn airport and Vilnius Airport catchment area overlay almost the same areas – Baltic States (Latvia, Estonia and Lithuania). It becomes harder to diversify yourself from competition in terms of cathment

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