Page 30 - Annual Report 2015 EN
P. 30
5 Our Business Units
Airport Marketing & Pricing
During 2015 AIA continued its dynamic period; the Transfer Incentive focusing AIA’s traditional developmental
marketing strategy and incentives on the development of transfer traffic; incentives and marketing support to a
policy. AIA’s aeronautical marketing and the Load Factor Incentive, targeted significant degree. In this year’s “Routes
strategy encompasses comprehensive to encourage airlines to increase Europe”, the largest airline and airport
developmental and targeted the amount of passengers per flight. networking route development forum
programmes for airlines including The developmental scheme was also in Europe which was held in Aberdeen,
incentives and marketing support enriched by the recently established Scotland, AIA was voted by the airlines
packages and constitutes a cornerstone Niche Routes Incentive aiming at and was awarded as the winner in the
of AIA’s aeronautical strategy for attracting new services with niche ‘4-20 m. passengers’ category in the
healthy financial growth. markets that are currently not operated 2015 Routes Marketing Awards. At the
from Athens. Lastly - and further highly significant Routes forum airlines
AIA maintained all charges to the special Low Fares Incentive evaluate the airports’ marketing plans
unchanged without any increase for the during winter -, given the extraordinary and programmes rewarding the ones
seventh consecutive year. This freezing circumstances the country was that most efficiently address airlines’
of charges was complemented by the experiencing with the implementation efforts to develop new routes or sustain
continuous development and fine-tuning of capital controls during the summer existing ones. It is noteworthy that in
of our incentives scheme and comprised season and in order to mitigate at the the context of the prestigious ROUTES
growth incentives and a number of extent possible the negative effects on events Athens International Airport
targeted incentives for airlines. In Greek citizens and the domestic aviation is the most awarded airport with 15
particular, taking into consideration market, AIA offered domestic operators distinctions in 11 years.
market developments and double-digit the amount of 25€ per departing
growth, AIA extended three significant passenger for all tickets issued with a AIA’s customised approach towards
targeted incentives throughout 2015, at nominal value of 10€ or less for a limited airlines was also the main element in
the same time fine-tuning the Incentives’ period of two weeks’ time. the 2015 campaign under the slogan
terms of applicability and their levels, “Tailor made aviation marketing”,
which were lowered during the current In total, fourteen different incentives reflecting AIA’s willingness and efforts
Winter season by approximately 25% both for development and sustainability to proactively look into the actual
i.e. the Sustainability Incentive aiming were in effect during 2015. More than needs of each of its airline partners and
at sustaining and stimulating the airline 80% of the operating carriers made consequently design and implement its
offer by encouraging airlines to at least use of one or more targeted incentives. marketing strategy accordingly.
maintain the same level of operated Furthermore, more than 40 of our
flights vs. the previous corresponding airline partners enjoyed benefits from For the 12th consecutive year AIA
acknowledged airlines’ contribution to
Airline Awards 2015
Category Winner Highly commended
Best of Top 10 Performance Turkish Airlines Aegean Airlines / easyJet
Fastest Growing Airline - Seasonal Route Germanwings Brussels Airlines
Fastest Growing Airline - Thin Route Sky Express Bulgaria Air
Fastest Growing Airline – Seasonal Non-European Route Air Canada Rouge Delta Airlines
Highest Ranking European Destination easyJet -
Highest Ranking Non-European Destination Qatar Airways -
Fastest Growing Airline - Domestic Aegean Airlines -
Fastest Growing Airline - Western europe Turkish Airlines Transavia
Fastest Growing Airline - Eastern europe Ukraine International Airlines Aegean Airlines
Fastest Growing Airline - Middle east Aegean Airlines Etihad Airways
Best New Entrant Performance Ryanair Transavia France
Overall Traf c Development Award Aegean Airlines -
Favourite Airline / European passengers* Aegean Airlines -
Favourite Airline / non-European passengers* Emirates -
Special Distinction “Record Year 2015” Ryanair -
Special Anniversary 2001-2015 Aegean Airlines Lufthansa
* source: AIA of cial annual survey
30 | aia.gr
Airport Marketing & Pricing
During 2015 AIA continued its dynamic period; the Transfer Incentive focusing AIA’s traditional developmental
marketing strategy and incentives on the development of transfer traffic; incentives and marketing support to a
policy. AIA’s aeronautical marketing and the Load Factor Incentive, targeted significant degree. In this year’s “Routes
strategy encompasses comprehensive to encourage airlines to increase Europe”, the largest airline and airport
developmental and targeted the amount of passengers per flight. networking route development forum
programmes for airlines including The developmental scheme was also in Europe which was held in Aberdeen,
incentives and marketing support enriched by the recently established Scotland, AIA was voted by the airlines
packages and constitutes a cornerstone Niche Routes Incentive aiming at and was awarded as the winner in the
of AIA’s aeronautical strategy for attracting new services with niche ‘4-20 m. passengers’ category in the
healthy financial growth. markets that are currently not operated 2015 Routes Marketing Awards. At the
from Athens. Lastly - and further highly significant Routes forum airlines
AIA maintained all charges to the special Low Fares Incentive evaluate the airports’ marketing plans
unchanged without any increase for the during winter -, given the extraordinary and programmes rewarding the ones
seventh consecutive year. This freezing circumstances the country was that most efficiently address airlines’
of charges was complemented by the experiencing with the implementation efforts to develop new routes or sustain
continuous development and fine-tuning of capital controls during the summer existing ones. It is noteworthy that in
of our incentives scheme and comprised season and in order to mitigate at the the context of the prestigious ROUTES
growth incentives and a number of extent possible the negative effects on events Athens International Airport
targeted incentives for airlines. In Greek citizens and the domestic aviation is the most awarded airport with 15
particular, taking into consideration market, AIA offered domestic operators distinctions in 11 years.
market developments and double-digit the amount of 25€ per departing
growth, AIA extended three significant passenger for all tickets issued with a AIA’s customised approach towards
targeted incentives throughout 2015, at nominal value of 10€ or less for a limited airlines was also the main element in
the same time fine-tuning the Incentives’ period of two weeks’ time. the 2015 campaign under the slogan
terms of applicability and their levels, “Tailor made aviation marketing”,
which were lowered during the current In total, fourteen different incentives reflecting AIA’s willingness and efforts
Winter season by approximately 25% both for development and sustainability to proactively look into the actual
i.e. the Sustainability Incentive aiming were in effect during 2015. More than needs of each of its airline partners and
at sustaining and stimulating the airline 80% of the operating carriers made consequently design and implement its
offer by encouraging airlines to at least use of one or more targeted incentives. marketing strategy accordingly.
maintain the same level of operated Furthermore, more than 40 of our
flights vs. the previous corresponding airline partners enjoyed benefits from For the 12th consecutive year AIA
acknowledged airlines’ contribution to
Airline Awards 2015
Category Winner Highly commended
Best of Top 10 Performance Turkish Airlines Aegean Airlines / easyJet
Fastest Growing Airline - Seasonal Route Germanwings Brussels Airlines
Fastest Growing Airline - Thin Route Sky Express Bulgaria Air
Fastest Growing Airline – Seasonal Non-European Route Air Canada Rouge Delta Airlines
Highest Ranking European Destination easyJet -
Highest Ranking Non-European Destination Qatar Airways -
Fastest Growing Airline - Domestic Aegean Airlines -
Fastest Growing Airline - Western europe Turkish Airlines Transavia
Fastest Growing Airline - Eastern europe Ukraine International Airlines Aegean Airlines
Fastest Growing Airline - Middle east Aegean Airlines Etihad Airways
Best New Entrant Performance Ryanair Transavia France
Overall Traf c Development Award Aegean Airlines -
Favourite Airline / European passengers* Aegean Airlines -
Favourite Airline / non-European passengers* Emirates -
Special Distinction “Record Year 2015” Ryanair -
Special Anniversary 2001-2015 Aegean Airlines Lufthansa
* source: AIA of cial annual survey
30 | aia.gr
