Fundamentals of Route Development for Airports and Destinations

Since its inception in 1998, over 1,000 airport managers from across the world have attended the Fundamentals programme, making it the industry’s most popular route development course.

This course offers a comprehensive introduction to route development, catering primarily to those who are relatively new to the function

.An route network is the most critical element of an airport, generating passenger and cargo volumes, aeronautical and non-aeronautical revenues as well as serving as a catalyst for local, regional and national economic growth. This course equips delegates with the practical tools and techniques to attract new routes and growth from airlines.

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Commonly Asked Questions

Should I attend?

This course is geared toward those who may fill the following roles:

Airport personnel with limited experience or new to the route development function
Tourism professionals responsible for route development
Civil aviation authorities
Government agencies and departments

What will I learn?

This course covers the following topics:

The characteristic components of markets
An introductory understanding of airline economics
The importance of airport competitive positioning and target planning
Key selling points of your destination and how to articulate them to airlines
How to organise and implement a route target sales campaign
The most effective ways of approaching and presenting to airlines
The relevance of data, market research and analytics to route development
How to improve your skills to deliver success for your airport or organisation
Fundamentals of route support and airline incentive programmes

What topics will be covered?

This course is broken down into the following modules:

Understanding markets and catchment areas
Competition and positioning & forming strategies to stand out
Understanding airlines
Building a new route investment case
Route support & how do incentives attract airlines?
Implementing a route development strategy
Marketing to airlines “the perfect presentation”
Preparation for Routes events & maximising your meetings

Is there a syllabus for the course?

This is the syllabus for this course:

1. Setting the Scene
2. Understanding Your Market
3. Understanding Airlines
4. Airline Insight Survey
5. Positioning and Competitors
6. Strategy and Targets
7. Implementation
8. Airline Deals
9. Marketing to Airlines and the “Perfect Presentation”

“Excellent, very relevant material that will help me to ‘up’ my game in airline route development.”

Angela Mclean

Interim President and CEO/VP, Saint John Airport