航空航线发展：潜在的目的地管理组织（DMO）战略盟友

AirRoute

Development

ApotentialDMOAlly

Tableofcontents

AirRouteDevelopment–ApotentialDMOAlly3

1.Identifyyourtargetmarket4

2.Researchairlines,airports,androutes5

3.Buildacompellingcase6

4.Discoverunservedairroutes7

5.Offerincentivesandinfrastructuresupport8

6.Fosterrelationships8

7.ReviewtheHealthStatusofexistingroutes9

8.Beflexible9

Summary9

WhyForwardKeys?10

DestinationGateway11

TheEightStepsonhowtonegotiatenewroutes

development

STEP1

Identifyyourtargetmarket

↓

STEP2

Researchairlines,airports,androutes

↓

AirRoute

STEP3

Buildacompellingcase

Development

↓

STEP4

ApotentialDMOAlly

Discoverunservedairroutes

↓

STEP5

Offerincentivesandinfrastructuresupport

Fewtravellersthinkabouthowroutedevelopmentsaffecttheirchoicetolandattheirdestination.Theysearchforflightsandbookthecheapestormostconvenientones,butairportauthoritiesandDMOs(DestinationsManagementOrganizations)knowthatitisalotmorecomplicatedthanthat.

↓

STEP6

Routedevelopmentisanessentialfunctionforairportsplanningtoattractnewservicesandfordestinationsseekingfurtherinvestmentintheregionthroughanincreaseinvisitorsandhospitalitydevelopments.

Fosterrelationships

WeaskedourteamofaviationexpertsatForwardKeysforsometipsorfactorstoconsiderwhennegotiatingnewroutedevelopmentandthesearethesixmostcommontopics.

↓

STEP7

ReviewtheHealthStatusofexistingroutes

↓

STEP8

Beflexible

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AirRouteDevelopment–ApotentialDMOAlly

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1

Identifyyour

targetmarket

Thisstepdeterminestheairlinestoapproach.Researchthetypeoftravellerorbusinessyouwishtoattractandidentifytheiroriginanddestination,travelpurpose,andbudget.Forexample,ifyouaretargetinghigh-endbusinesstravellers,youmayconsiderreachingouttoairlinesthatserveprimaryfinancialcenterssuchasLondonorNewYork.

“ThereisthepullvspushstrategyIwouldsay.Ontheonehand,iftheywanttoattractmorevisitors,theycananalysetheunservedroutes(whoarealreadysearchingbutcannotcurrentlyreachyourdestination,atleastnoteasily).Ontheotherhand,youcanbeproactiveratherthanreactive–Iwouldsaythatthisgoesforthedestinationsthatdonotwanttoattractlotsofnewvisitors,”saysMichelleWols,MarketingManagerfromForwardKeys.

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2

Researchairlines,

airports,androutes

Onceyouhaveidentifiedyourtargetmarket,researchairlinesthatservethatmarket.Lookattheirroutemaps,frequencies,andschedulestoseeiftheyalignwithyourneeds.

Evaluatethestrengthsandweaknessesofpotentialairportstodeterminewhichisthebestfitforyourdestination.Considerfactorssuchasairportaccessibility,size,andpassengerhandlingcapacity,aswellaslocalinfrastructureandregulations.

Attentionshouldbegiventodemandthatthenewproposedroutecouldattractfromadjacentdestinations.

Meanwhile,routescouldhaveoneormoreofthefollowingcharacteristics:

Capacity-underservedduringoneormoreoftheseasonsHavepotentialdemandgrowth

Fitsintheairline’snetworkstructureandbusinessmodelFleetcompatibility

Havepotentialtostimulatenewdemand

MayattractdemandfromnearbymajorairportsOffercargorevenue

Costeffective

Havepremiumyield

AirRouteDevelopment–ApotentialDMOAlly

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3

Buildacompellingcase

Toattractairlinesandairports,youneedtodemonstratethepotentialbenefitsofestablishinganewroute.Compiledataonlocalmarketdemand,suchastouriststatistics,andeconomicimpactprojections.

Toworkonflightdevelopment,DMOsmayneedtoshowairlinesthattheyarenottheonlyonesseeingnewflights.Localauthoritiesandbusinesseswhosupportthenewendeavourswillalsoprovideampleevidenceinthecaseofnewservices.

Getyourpartnersandlocalcommunitygroupsonboard–fromhotelstoeconomicdevelopmentbodies–topleadthecasethatyouallneedmoreairlift.ADMO(DestinationManagementOrganization)onitsownmayappeartobebiased,buthavingthesupportofotherentitieswillshowairlinesthatthecommitmentiswidespread,andtheimpactwillbefeltbeyondjustthehospitalityindustry.

AirRouteDevelopment–ApotentialDMOAlly

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4

Discoverunservedairroutes

ForwardKeyscanhelpbuildyourcasefurtherviaitsrangeofdatasolutionsandproductsforflightconnectivity.Traveldemandcanfinallyhavereal-timefiguresasForwardKeyscandemonstratethenumberofflightsearchesmadeforaspecificdestination,hencecapturingtheintenttotravelaswellasshowingyoutheconfirmedbookingsonroutesthatalreadyexist.

ThelatestinnovationfromForwardKeys,throughtheirnewdatasmarts,willalsoshowwheresomeoneissearchingfromandthenflyingto.Onmanyoccasions,theareamaynothaverobustflightconnectivity,whichmightdeterconsumersfromvisitingyourdestinationdespitetheirinterest.

Inaddition,demandthatcouldbegeneratedfrompossibleinterlineagreements(forexample,code-sharing)shouldalsobetakenintoconsideration.Allcharacteristicsofdemandsuchaspurposeoftravel(leisure,business,religious,visitingfamilyandfriends),income,andageshouldbeidentified.

AirRouteDevelopment–ApotentialDMOAlly

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5

Offerincentivesandinfrastructuresupport

Airlinesandairportsmayrequireincentivestoestablishanewroute.Thesecanincludemarketingsupport,landingfeereductions,orrevenueguarantees.Considerwhatincentivesyoucanofferthatalignwithyourbudgetandobjectives.Forexample,youcanoffertocoverthecostsofpromotingthenewrouteorprovideapercentageofguaranteedrevenueforaspecifiedperiod.

DMOsshouldbeawarethatairlineswillmorelikelybeonboardtoconsiderroutedevelopmentifyourdestinationhasshownastrongcommitmenttoinfrastructure.Thatincludes,butisnotlimitedto,theairportanditsadjacentfacilities.Italsoincludestransportationtoandfromtheairport,includingroads,trains,andotherpublictransportationthatwillhelpprovideconvenientaccesstovisitorswhendecidingtobookaflight.

6

Createcontentthatspeaksto

theaudience

Buildingstrongrelationshipswithairlinesandairportsiskeytosuccessfulnegotiations.AttendtradeshowsandeventsorganisedbyRoutesandCAPA,engageinregularcommunicationandworktogethertofindsolutionsthatmeettheneedsofbothparties.

Showingyourcommitmenttothepartnershipcanincreasethelikelihoodoftheairlineorairportbeingreceptivetoyourproposal.

AirRouteDevelopment–ApotentialDMOAlly

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7

ReviewtheHealthStatus

ofexistingroutes

ForwardKeysallowsdestinationstoexamineandmonitorhowthecurrentroutesareperformingaswellasassesstheroutestrengthbasedonloadfactors.Fewcompetitorsinthemarketcanofferyouthat.

Ensuringplanesarefullwillguaranteetheuseofthatroutebymanyairlinecarriers.Remainingaccessiblebysmoothandregularflightconnectivityisvitalfordestinationslookingtoincreaseinternationalarrivalsorwelcomebackreturningguests.

8

Beflexible

Negotiatingwithairlinesandairportscanbecomplex,time-consuming,andsometimescompromisesmaybenecessarytoreachasuccessfulagreement.Beopentoalternativeoptionsandbewillingtoconsidersolutionsthatmaynothavebeeninitiallyconsidered.Beawareofindustrytrendsandregulatorychangesthatmayaffectthenegotiationprocess.

Bonus

Keepaneyeonexistingroutesthatyoudonotwanttolose.ForwardKeyshasauniquefeatureinDestinationGatewaythatshowstheroutes’health.Thismeansyoucankeepaneyeonanychangestoflightpathsandtheirrespectivedemands.DMOscanunderstandthevaluepropositioncertainroutesmayofferinthefuture.

Summary

Insummary,negotiatingnewroutedevelopmentrequiresacomprehensiveandstrategicapproach.Severalaspectsneedtobeaddressedtobesuccessful.

Byidentifyingthetargetmarket,researchingairlinesandairports,buildingacompellingcase,offeringincentives,fosteringrelationships,andbeingflexible,destinationscansuccessfullynegotiatenewairroutesandreapthebenefitsofincreasedtourism,newbusiness,andinvestment.

WhyForwardKeys?

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WhyForwardKeys?

OurDatafeatures

Themostcomprehensivedatabaseofflightticketsintheworld,whichcover60%ofthemarketandincludedbookingsmadeviatravelagenciesandthosebookeddirectlywiththeairlines.

Wehavebuiltanunmatchedmodeltoestimatethetotalnumberoftravellersgloballywithspeed(noneedtowaitformonths,ratheraweek),detailandsegmentation.Unlikeotherswhoonlyprovidemonthlynumbers,ourdatacanbeusedtotakestrategicdecisions,quickly.

Themostcomprehensivedatabaseofflightsearchesglobally.

Dataonallglobalflightsscheduled

Awiderangeofdatasolutionstocatertoindustryneeds,teamexpertiseandbudgets.

mmExtensiveExpertise

BusinessExpertise-Ourabilitytounderstandandanticipatethequestionsofourclients,thepersonaltouch.It’snotdatawesimplyreceiveandresellasrobotsalreadydothat.

IndustryExpertise-WehaveacquiredunrivalledexpertiseinbuildingtherightDataSmartstohelpdestinationsunderstandandtakeadvantageoftourismdynamicsastheytakeplace.

In-houseDataScientists-Abilitytodynamicallyfusevariousheterogeneousdatapointsandapplypredictivescienceandmore!

AtrustedIndustryreference

After13yearsofhelpingclientsunderstandandpredictairtravellertrends,ForwardKeysisrecognizedasthereferenceformonitoring,analysing,andpredictingtravellersandvisitorflowsaroundtheworld.Ourcurrentdestinationportfoliois120clients(national,regionalandcitylevel)andgrowing.

ForwardKeysisastrongandrecognizablebrandinthemarketwithfirmallianceswithrecognisedinstitutionssuchasUNWTO,WTTC,ETCandPATAaswellasnewsoutletssuchastheNewYorkTimes,BBC,BloombergandFinancialTimes.

Dataquality

AccuracyisoneofForwardKeysmajorpriorities.Weprocessthousandsofticketsbookeddailyandweimplementbothautomatedqualityassurancechecks,