Passenger Air Service Development Techniques (2009) / Chapter Skim
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Pages 145-156
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Appendices P A R T I I I
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For example, a flight that goes from New York first to Atlanta and then to Miami is more circuitous than flying from New York to Miami nonstop. Guaranteed ticket purchase -- sometimes called a Travel Bank; a community provides funds that will be used to purchase tickets on a targeted airline worth a set amount of revenue during a given period of time.
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communities with larger cities and hub airports operating 9- to 78-seat turboprops and 30- to 108-seat regional jets. Revenue guarantee -- agreements that establish a target amount of revenue that a carrier will receive for operating a particular service to a particular destination over a given length of time.
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Two types of these models -- the Cessna Citation Mustang and Eclipse 500 -- have received FAA type and production certification and begun delivering aircraft. 152 Passenger Air Service Development Techniques
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ASD includes understanding the local community and what drives its economy, and recruiting community and business leaders to participate in efforts to "sell" the airport to the airlines and to the local population. It includes understanding the air service and fares that airlines offer, and how the service, fares, and facility compare to those of nearby airports.
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Who are the key stakeholders to involve in an ASD team/task force? In any community large enough to support commercial air service, there will be a relatively short list of stakeholders with whom the airport should partner: • Major employers (the principal driver of air service demand in the area)
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What are the most common types of ASD goals? Airports that were surveyed identified several general categories of ASD goals: • Retaining existing service • Adding service to a new destination • Adding frequencies to current services • Lowering fares/introducing new competitive service • Improving service reliability • Upgrading aircraft • Increasing access to global networks Retaining existing service by incumbent carriers was the top goal identified by the airports surveyed.
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Communities should understand that ASD efforts can require well over a year and should adjust their expectations accordingly. Securing air service may require a prolonged effort -- a number of industry conferences and headquarters meetings may be required.
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American Association of Airport Executives, Promoting Air Service Development through Innovative Financial & Marketing Partnerships, September 2003. Gives advice on targeting airlines and incentives to add to travel bank programs for small and medium airports seeking to increase their flight offering.
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The Inspector General's report on the Small Community Air Service Development Program and the ability of communities to sustain improved air service. The report offers good evi158 Passenger Air Service Development Techniques
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Marketing strategies were common, but GAO noted that projects that provide direct benefits to an airline, such as revenue guarantees and financial subsidies, have the greatest chance of success. Only about half of the airports contacted reported that their air service improvements were self-sustaining after the grant was complete.
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