Where are the growth hot spots in air travel?
Posted on July 6, 2011
Posted by Cyril Tetaz (Head of Marketing, Airline Distribution, Amadeus IT Group)
Last week, we announced some interesting analysis from the market intelligence solution Amadeus Total Demand by airconomy, looking at growth in passenger demand between regions. Below you can see a chart of some of our findings.
I found it particularly interesting that traffic between the US and Europe has remained basically flat since early 2009 despite economic recovery, whereas the strong growth in Asia continued, barely missing a beat. And that the Middle East is really emerging as a destination, not just a hub.
Are these results what you would have expected? Do some of these growth patterns surprise you?
How can you use this data to improve your network?
The most straightforward approach to this data would be to look at markets with growth potential and assess opening new routes in these, but there are many other creative ways to use the data. For example, you could identify possible feeder markets for an underperforming route.
Let me explain that: let’s say you have a route between Orlando and Bangkok which is not doing so well. Using Total Demand you could learn that passenger flow is very high between Kuala Lumpur and Orlando, and you could respond by increasing the frequency of your flights from Bangkok to Kuala Lumpur while running a marketing campaign in Malaysia to attract travellers to your Bangkok to Orlando flight.
In this analysis, we have looked at overall passengers carried from one region to another, but our market intelligence solution can also provide accurate information on every existing city-pair worldwide!
So, I will be checking this information to plan my next holiday to an as yet “undiscovered” travel destination…
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