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Airport Competition Dynamics

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Edward Shelswell-White, Principal Airport Customer Strategy and Air Service Development, ICF
ACI 10th Annual Airport Economics and Finance Conference and Exhibition

Learn how Long Island MacArthur Airport (ISP) increased passenger growth with the Air Service Development (ASD) 2.0 approach from ICF. By prioritizing the number of airline routes over capacity, ISP became the number one U.S. airport for domestic seat and passenger growth.

Learn more: https://www.icf.com/

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Airport Competition Dynamics

  1. 1. icf.com/aviation we are 0 4 . 1 0 . 2 0 1 8 Airport Competition Dynamics ACI 10th Annual Airport Economics & Finance Conference & Exhibition Edward Shelswell-White Principal Airport Customer Strategy & Air Service Development
  2. 2.  Airline Network Strategy & ISP Implications  Limitations of Standard Air Service Development (“ASD”)  The Promise of “ASD 2.0”  ASD 2.0 & ISP – Application & Results Case Study – Long Island MacArthur Airport (ISP) 2ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  3. 3. Airline Network Strategy MatrixSM & ISP Implications 3ACI 10th Annual Airport Economics & Finance Conference & Exhibition 52 Mi / 84 km
  4. 4. Airline Network Strategy MatrixSM & ISP Implications 4ACI 10th Annual Airport Economics & Finance Conference & Exhibition I II IVIII  Secondary airports in or near QII airport catchments  Most non-large hubs  Meet no criteria of QI, QII or QIV  Textbook example - ISP  Adds significant value to network beyond segment performance  Strong destination demand  Textbook example - MCO  Strong demographics and nonstop demand  Possibly limited competition  Textbook example - LGA Airlines manage capacity for segment margin Weaker Higher Strategic Value to Airline Stronger Airline’sExpectedUnitProfitability  Significant origination AND destination demand  “Anchor” hub  International Gateway  Textbook example – JFK, EWR Airlines invest capacity:  First for share  Then for Margin Airlines limit capacity to improve yield, or to fund growth elsewhere Airlines manage capacity for network margin Lower
  5. 5. Limitations of Standard ASD for Airports Such as ISP 5 Standard ASD  Data  Decks  Networks ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  6. 6. 6 Standard ASD  Data  Decks  Networks The Promise of “ASD 2.0” ASD 2.0 The Four D Model  Determine  Decide  Design  Drive ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  7. 7. ASD 2.0 & ISP – Application  Determine: how ISP was viewed by key customers  Airline perspectives (Industry Data)  Target passenger perceptions/preference (Consumer Insights Research) 7ACI 10th Annual Airport Economics & Finance Conference & Exhibition  Decide: What ISP could do to influence  Airlines – improve unit revenues  Target Passengers – position ISP as their preferred airport for nonstop itineraries – Reduce leakage – Increase business demand – Develop out-market demand – Awareness of ISP fare and simplicity advantages – Awareness of nonstop cities – Coop marketing with DMO to drive destination demand
  8. 8. ASD 2.0 & ISP – Application Design & Drive: 8 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 Holidays M I L T C (1) Grow Passenger Demand for ISP Service Earned Media A Paid Media C D E F Social Media Owned Media FlyMacArthur.com ISP-controlled Media (e.g., banners) C Product Development and Implementation (2) Improve Airlines' Appetite for Adding ISP Capacity Ongoing Communication G G G G Review/Revise Incentive Program 2018 SCASDP Application Jumpstart Conference 2017 I Planning for Jumpstart 2018 Planning for Routes Americas 2018 Look for/Capitalize on Unforeseen Opportunities (3) Tap into the Energy of the Long Island Community Earned & Social Media Strategy A Plan 2018 Discover Long Island Coop Campaign Community Advocacy Group Others TBD (4) Own the Plan...Drive the Business Determine and Track Key Metrics Report Key Metrics Internally & Externally Design Dashboards 2018 Budgeting Increase Marketing Budget Plan for Necessary People Resources 2021 Strategy Revisions/2018 Tactical Planning B B Assess Budget 2018 Campaign PlanningDefinition/Negotiation Budget Assess/Decide/Apply        H Budget Planning Budget Budget 2017 ISP Topline Plan MAR APR MAY JUN JUL AUG SEP OCT NOV DEC ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  9. 9. ASD 2.0 & ISP – 2017 Results  Customers reached  Paid media impressions – 36.7M (42% more than goal)  Social media followers – 26% CAGR (up from single digits)  Consumer insights tracking metrics – pending  Before and After Route Maps 9ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  10. 10. ASD 2.0 & ISP – Results gn metrics 10 ASD 2.0 & ISP – Results ISP Route Map – 12.31.2016 ISP Route Map – 04.10.2018 ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  11. 11. ASD 2.0 & ISP – 2017 Results  Customers reached  Paid media impressions – 36.7M (42% more than goal)  Social media followers – 26% CAGR (up from single digits)  Consumer insights tracking metrics – pending  Before and After Route Maps  #1 US airport (domestic seat and passenger growth )  Airline reaction “They get it when it comes to air service development.” Scott Fisher, Senior Director, Ancillary Revenue and Loyalty, Frontier Airlines 11ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  12. 12. Summary  Standard ASD is necessary, but for most airports not sufficient  Focus airports’ efforts on ASD 2.0 principles  Determine position with airlines and target passengers  Decide how to increase airline and target passenger preference  Design integrated programs to increase airline and target passenger preference  Drive relentless execution of the program (including measurement and adjustment) Case Study – Long Island MacArthur Airport (ISP) 12ACI 10th Annual Airport Economics & Finance Conference & Exhibition
  13. 13. Thank You! Questions? 13 Edward Shelswell-White Principal, Airport Customer Strategy & Air Service Development edward.shelswell-white@icf.com +1.214.563.4772 ACI 10th Annual Airport Economics & Finance Conference & Exhibition

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