Case Studies Tenerife Tourism Corporation

Tenerife – Brussels (Brussels Airlines)

The challenge

Tenerife is one of Spain’s most popular tourist destinations with over five million visitors a year. The island’s government and Turismo de Tenerife aim to further diversify and boost the local economy by attracting more business travellers and high-value tourists. One of the ways they hope to achieve this is by only granting planning permission to hotels that are at least four-star in quality – 10,000 new four and five-star hotel rooms will become available over the next five years.

A new air service for business passengers was needed because it would bring more travellers with spending power to Tenerife who can afford to stay in luxury hotels.

Results

Brussels Airlines launched a new weekly service between Brussels Airport and Tenerife South in October 2015. The flights are operated by an A320 aircraft with 168 seats and passengers have a choice of four different travel classes: Check & Go, Light & Relax, Flex & Fast and Bizz & Class.

The new route bolsters Tenerife’s status as one of Europe’s top holiday destinations and supports the island’s high-value tourism strategy.

How?

ASM’s route analysis study demonstrated the strength of the existing market and highlighted opportunities. Belgium is one of Tenerife’s largest indirect markets and Brussels Airlines was identified as a carrier that could unlock its potential. Tenerife would gain a route to a major European capital city and Brussels Airlines’ network would offer connectivity across the continent.

ASM spent 18 months attending meetings and preparing traffic forecasts, business cases and presentations to assure Brussels Airlines of the route’s viability. Growth opportunities were aligned to Tenerife’s hotel stock to show that the demand for business services will increase as more four and five-star rooms become available in the future.

“The new service acknowledges the demand for a premium cabin offering on the Brussels route, serving not only the local business and leisure markets but also the connecting traffic from the Brussels Airlines network.”

“Being able to demonstrate this market helped build our case with Brussels Airlines and gave more focus to our discussions about the new flight.”

Stephanie Wear Pintado
Director of Economic and Air Service Development
Turismo de Tenerife

“Turismo de Tenerife were extremely proactive in demonstrating the market potential and demand for this new service, supported by detailed analysis from ASM which assisted in our own analysis and decision making.”

Marnix Wouters
Manager Network Planning
Brussels Airlines