Americas Marketing to Airlines & Incentives

This course is tailored towards individuals with direct involvement in air service development marketing.

Americas Marketing to Airlines & Incentives

This course will explain how to combine incentive offers with compelling campaigns in order to secure a competitive advantage.

In partnership with specialist legal professionals, the course will also help delegates to understand the legal context of airline negotiations when offering incentive packages

Learn the necessary tools to effectively market to airports and destinations to attract new airlines, new routes and to build traffic.

Commonly Asked Questions

Should I Attend?

This course is geared towards 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 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”


What accommodations are nearby?

Premier Inn at London Blackfriars
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Travelodge London Central Southwark
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Novotel London Blackfriars
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“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