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Copy of Budapest Airport - World Routes Submission 2012

BUD’s mission remains unchanged: to make Budapest Airport the most successful airport in Central and Eastern Europe in terms of passenger growth, service quality and operational efficiency up to 2015.

Budapest Airport

on 15 January 2013

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Transcript of Copy of Budapest Airport - World Routes Submission 2012

Budapest Airport World Routes Submission - 2012 Airline meetings Aerlingus, Air Asia X, Air Berlin , Air Canada, Air France, Air Transat, Austrian Airlines, British Airways, Brussels Airlines, EasyJet, Emirates, flydubai, Germania, Germanwings, Hongkong Airlines, Japan Airlines, Korean Airlines, Lufthansa, Malaysian Airlines, Qatar Airways, Ryanair, Singapore Airlines, Sunwing, United Airlines, WizzAir Expert team
produces business cases Sabre/ADI calibrated MIDT
QSI methodology to estimate market share
Fare monitoring to approximate average ticket price Offering Extensive Passenger Research 50000 personal interviews per year at the departure gates every day of the year
Covers demographics, purpose of journey, ticket purchasing habits, booking process, traveling patterns and more
Aviation databank is the online platform providing access to quarterly market research results, monthly traffic statistics, and data about the number of visitors of airlines’ banners placed on www.bud.hu Summer campaigns
with airline partners B2C online and offline image campaign
promoting airline special offers at flynow.hu which increases its sales activity
generate traffic at www.repuljmost.bud.hu (which features promotional fares uploaded by our airline and travel agent partners)
63 offers/day
13 airline partners promoted
126 000 visitors throughout
the campaign Cooperation with Hungarian
National Tourist Office Participation at international travel trade shows in cooperation with Tourist Board to promote airline offers Joint campaigns such as “Budapest Winter Invitation” involving Tourist Board, Hotels, Airlines to increase visitor numbers in the winter Host of the top aviation event of the year Aviation Event and Award Ceremony organised by Budapest Airport
180 guests participated in an evening of networking
Out of 180 attendees, 18 foreign airline representatives participated at the event The award winners were rewarded
for operational excellence and outstanding growth in 2011 2011 record year of Budapest Airport : 8,920,653 pax
8.9% traffic growth (above 7% EU average) Well-prepared airline development team has executed the action plan to substitute the missing routes
Airlines were approached with complete information packs including statistics, route recovery incentives, market information
In S11, Malév operated 51 destinations, these needed to be replaced quickly
For those with restricted bilateral rights, BUD successfully lobbied to the CAA for a public tender 50 new routes were announced, including a 30 route Ryanair base Frequency increased on 21 routes 9 new airlines welcomed to BUD S12 network boast New low cost stands created, now allowing
walk-on walk-off procedures
New airport charges match differentiated products required by different airline segments
Redesigned support scheme, new incentives
Updated online charges calculator Operational procedures
adapted to new demands The roadshow was provided free of charge as a support to airline and tour operator partners
The event was organised in 4 major Hungarian cities
The goal is to build an even better relationship with the local sales representatives
Popular annual event to provide meeting opportunities to the travel agencies and airlines Roadshow 2012 Organisation of exclusive route launch events
Free airport advertising for new routes
Promoting new routes on banners, facebook, twitter and e-newsletters
Access to highly discounted airport advertising Offline and online
advertisements The outcome: 87% of seat capacity replaced The market responded quickly, S12 capacity is only only 13% less the last year. In other, similar cases (Sabena, Swissair, Alitalia) this level of recovery has taken over five years. A turbulent 12 months at BUD,
with BIG changes First six months: record traffic growth,
new routes and new airlines Second six months: Malév grounded, recovery, replacement One thing remained: BUD is committed to being the most successful airport in Central and Eastern Europe Improved incentives
Closer relationships with airlines
More passenger research
A successful bid for Routes Europe 2013 Remarkable recovery: O&D traffic this summer 15% more than last year Attracted 9 new airlines and 15 new routes since February 2012 Incumbent airlines reporting improving yields Traffic growth in 2011 beyond expectations Join us for a roller coaster review of our Airline Marketing activities during the last 12 months! Active participation at all key industry events
More meetings held in airline head offices
Regular contact with our airline customers Head office meetings held with over 25 airlines Total Passengers by month (2010-2011) Budapest Airport -
Where everything takes off! Until one day... 3rd February 2012: Grounding of Malév Hungarian Airlines - referred to as 'Black Friday' in Hungarian aviation Recovery Phase: February – August 2012 Airline marketing achievements, activities after Malév grounding The S12 network boasts 90 destination (S11:91), with 35 airlines (S11:33) BUD the No.1
European social network Summary 2011 was a record year, with traffic up 9% Relationships with airlines are key, both at industry events and head office visits Innovative marketing solutions, exploiting the possibilities of social media Aviation Databank gives access to market research in great detail Malév stopped in February of 2012, but within weeks, some 50 new routes, a six aircraft base by Ryanair, and 7 new airlines were announced Point to point traffic up 15% versus last year since April New operational solutions and modified incentive system No cut back in airline marketing activities BUD proud to be the host of Routes Europe 2013 Point to point traffic is showing double digit growth The recovery was focused on point to point traffic flows
The growth rate reached an amazing +15% this summer Full meeting diaries at Routes and other events Airline's decision making is supported with analysis based on Many key routes show high yield increases Numerous incumbent airlines are benefiting from double digit yield increases, even with
more capacity
and frequency By Summer 2012 50 routes were launched including 20 brand new routes, only 14 Malév routes left unserved NOTE: year 1 = First summer season without national carrier
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