Topic Author
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Joined: Fri Jul 02, 2004 4:42 am

What's The Key To New Routes?

Sun Sep 12, 2004 3:29 pm

I was just curious if there are any ways of possibly persuading an airline to fly to a new destination. I know that for a couple airlines a several passenger requests was enough for them to consider the new city. Personally on this end i would love for Midwest Airlines to fly to Seattle or Portland. Anyone know the answer? Thanks
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RE: What's The Key To New Routes?

Mon Sep 13, 2004 2:05 am

I think one of the keys to success on a route is an airline study on how many people are flying a particular route as what they call "Origin And Destination" passengers. For example, if Midwest Airlines sees that there are a large number of people flying MKE-PDX (through connections), they will determine if that service is feasible.

It's not the only factor in the decision, but it can be the key to a new route. Continental's hub at Newark (directly accessible to the metro NYC area) allows them to fly to some smaller European airports, as they see O&D passengers to/from the metro area as well as connecting passengers through their hub network.

As for Midwest, their key is the business passenger. Filling the "cheap seats" may work on some airlines, but for others, the premium seats are what pays for the route. BA had no trouble filling a 777 LHR-SAN in economy, but the business seats never filled up the way they used after 9/11.

One other factor is the presence of one airline as the dominant carrier at an airport. My guess would be a large number of business flyers in the northwest have their FF miles on Alaska (which connects that area quite well) or one of the legacy carriers.

You've got nothing to lose by asking - I did this same thing many years ago when BFL received its first MD80's on AA in 1984 - I wanted to see the airport opened up to all kinds of planes and competition. I received many polite replies that "a market survey was being done". Best of luck to you!!
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RE: What's The Key To New Routes?

Mon Sep 13, 2004 2:13 am

In the United Kingdom..

Well the key to opening a new route is first of all determine that there is enough demand for the service..

Another thing, especially with business service is the amount of frequency the route has.. if it's more of a holiday route, it doesn't matter so much on the frequency.

For example: - CWL-AGP...

There is a rather larger market for this route say to be operated by an airline (it already is - BMIbaby, along with various other charter airlines)...

They use a 733 on this route and fly it daily.. that mean's 150 x 7 = 1050 possible seats a week plus all the other charters on this route so say 250 x 10 = 2500 seats per week.. that's 3550 seats per week on one route...

In this case there is plenty of market.. but if there are lots of other similar routes from different airports near by this can also cause problems on new routes!

I also believe that advertising the route and the airline is also very important both in the hub airport and the airport the route is flying. Whether the advertising be through Radio, TV, Internet, Newspapers..

If people know about a route.. they will be interested.. if nobody knows.. nobody will be interested!


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