Athens International Airport [CL3 ] Low Cost Airlines in Athens December 8 th, 2010
The European Market Overview: the LCC sector as a story of continuous development
and LCC Seat Capacity development
2009 being not the best year for the LCC s, but better for them rather than for the Legacy carriers
The number of a/p served by an LCC has grown sharply over the years -359 a/p in 2009 vs 185 in 2002
LCC Share of Traffic in Greece : An Overview Corfu 55,3% Chania 19,9% Rhodes 27,9% Kos 44,0% Heraklion 32,0% Thessaloniki 16,8% Athens 6,5% Zakinthos 48,5% Thira 19,6% Mitilini 5,3%
Focusing on Athens, main strategic actions and targets include Low Cost Carrier Strategy I. Offering Value for Money Services a. State-of-the-art infrastructure b. Ample capacity c. Competitive and high quality services II. Accelerating Profitable Growth a. Home-based and Network Airline Development Strategy b. Low Cost Carrier Strategy c. Regional Gateway Strategy III. Optimising the Airport s Pricing a. Extensive Incentive Scheme b. Marketing Support
taking into consideration, at the same time, key growth drivers, as well as, key factors that shape the competitive position of the airport Regional Economic Growth High quality of services Market Strength Traffic Growth Airport s Competitive Position Major network carriers policies Available Capacity in the air and on the ground 12/16/2010
Home-Based & Network Airlines strategy aims at supporting the development and expansion of our key customers by encouraging them to maintain existing routes and introduce new ones Home based carriers New Routes Additional Frequencies Maintaining Routes Optimisation of MTB Operation Client Service Developmental & Risk Sharing Network carriers Additional Frequencies Alliance Support Incentive Policy Extensive Marketing Support Marketing Consulting Long haul carriers New Routes Additional Frequencies
Regional Gateway Strategy aims at further accelerating traffic to/from the regions of Eastern Europe, the Balkans, M.East & N.Africa Successful regional expansion, growing faster than the total airport s average (+7%) and representing more than 28% of the international passenger traffic Upgrade transfer product Bilateral ASAs facilitation Enhanced incentive Policy Extensive marketing support
The LCCs Strategy focuses on the development of AIA as a successful airport-spoke for LCCs Dynamic LCC evolution, growing by more than 20% per year The Base-Spoke (BS) Approach No customised operational concept for LCCs Generic Incentive Policy Marketing Support
Source: AIA MIS ATH 06-09 LCC performance, Flights Flights Development 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% 2006 2007 2008 2009-20.0% -30.0% Existing flights LCC's flights Regional flights
LCC, ATH 02-09, Traffic & Route Development +11% 1,200,000 +31% 900,000 +30% 16 LCC 6.5% traffic share -16% 600,000 1 LCC 300,000 2002 2003 2004 2005 2006 2007 2008 2009 Source: AIA Management Information System
ATH LCC Routes 2010, 13 LCC, 20 Int l destinations 2010 Oslo Stockholm Helsinki Low Cost Carriers City Dublin Cologne Verona Sharjah Vueling Brussels easyjet Cimber Sterling Air Arabia Germanwings Meridianafly Air Baltic Aer Lingus Blue 1 Sun Express Pegasus Norwegian BCN BRU SXF LGW MAN MXP ORY FCO CPH SHJ CGN STR MXP VRN RIX DUB HEL IZM IZM CPH RYG STO WAW Source: AIA Management Information System
AIA focuses on Specific Action Strategies using a Dynamic Marketing Approach and one of the Strongest Incentives Portfolio Globally Market Intelligence - Marketing Consulting Competition Monitoring Target Identification Feasibility Studies Government Affairs Co- Promotions Product Price Promotion Highly sophisticated & Business Intelligence Tools Targeted Competitive Pricing Extended Marketing Support Ample Capacity High quality Services Client Service Developmental & Risk Sharing Incentives Seasonal Incentives Advertising Direct Marketing Public Relations Events Marketing
AIA s Incentives Portfolio in 2009 AIA is offering strong discounts on Parking & Landing charges of the airport (fixed costs for the airlines) up to 100% and for max. 5-year period AIA s incentive cover all possible new developments Additional discounts offered on Centralized Infrastructure charges Incentives Policy up to 2009 Yr.1 Yr.2 Yr.3 Yr.4 Yr.5 Discounts on Landing & Parking charges Yr.1 Centralised Infrastructure New Long-haul routes 100% 100% 100% 75% 50% 40% New Int l destinations 100% 75% 50% 25% 15% 40% Additional Int l frequencies 50% 50% 25% 15% 10% 20% Additional domestic 50% 50% 25% 15% 10% 20% New seasonal frequencies (MAR-OCT or OCT-MAR) 50% 25% Thin routes 25%
Further enriched, 2010 onwards New incentives encouraging more long-haul flights and bulk developments The existing discounts have been strengthened further Those are better suited for long haul carriers, Greek carriers & the LCC sector New 2010 Incentives Discounts on Landing & Parking charges Yr.1 Yr.2 Yr.3 Yr.4 Yr.5 Centralized Infrastructure Yr.1 Growth Incentive (3 Int l Routes within a Year) 100 % 100 % New or Add. Routes Incentive 40% 5 th Freedom Traffic Rights 100 % 100 % 100% 75% 75% 40% Across the board ad-hoc incentives under particular market conditions