Page 33 - Annual_Report_2016
P. 33
aia.gr Annual Report 2016
Airport Marketing & Pricing
During 2016 AIA continued its dynamic marketing by the airlines and was awarded as the winner in
strategy and incentives policy. AIA’s aeronautical the 4-20 million passengers’ category in the 2016
marketing strategy encompasses comprehensive Routes Marketing Awards, in both events. At the
developmental and targeted programmes for highly significant Routes forums, airlines evaluate
airlines including incentives and marketing support the airports’ marketing plans and programmes
packages and constitutes a cornerstone of AIA’s rewarding the ones that most efficiently address
aeronautical strategy for healthy financial growth. airlines’ efforts to develop new routes or sustain
existing ones. It is noteworthy that in the context of
In 2016, AIA maintained all charges unchanged the prestigious Routes events, Athens International
without any increase for the eighth consecutive Airport is the most awarded airport with 16
year. This freezing of charges was complemented by distinctions in 12 years.
the continuous development and fine-tuning of our
incentives’ scheme and comprised growth incentives Following a relevant request of the Board of
and a number of targeted incentives for airlines. Directors, a study was commissioned to an
expert international firm on the assessment of
In particular, taking into consideration the market the incentives policy. More particularly the study
developments and the double-digit growth, AIA assessed among other, the impact of incentives
extended three significant targeted incentives on traffic at AIA and their financial impact and
during the winter ’15-’16 season and two during their overall strategic importance. The study
the summer ’16 season, fine-tuning, at the same found evidence that the implementation of the
time, the Incentives’ terms of applicability and incentives has stimulated growth in passengers
their levels, which were lowered to respond to the and has resulted in positive EBITDA impact for
market developments. The Sustainability Incentive AIA. Also, based on the assessment of the charges
aiming at sustaining and stimulating the airline implementation, and considering industry best
offer by encouraging airlines to at least maintain practices and legislation in EU, the incentives are
the same level of operated flights vs. the previous transparent and non-discriminatory and they are
corresponding period was available during the considered by airlines as an important tool for cost
winter ’15-’16 season only. The Transfer Incentive reduction.
focusing on the development of transfer traffic and
the Load Factor Incentive, targeted to encourage AIA’s customised approach towards airlines was also
airlines to increase the number of passengers per the main element in the 2016 campaign under the
flight, were available throughout the year. The slogan “Aviation Marketing delivered in a novel way”,
developmental schemes were enriched - as from the reflecting AIA’s willingness and efforts to proactively
last year already - with the Niche Routes Incentive, and in an innovative way look into the actual needs
aiming at attracting new services from niche markets of each of its airline partners and consequently
that are currently not operated from Athens. Lastly, design and implement its novel marketing strategy
the special Low Fares Incentive was available during accordingly.
winter offering a return amount per each low fare
ticket issued, albeit reduced by 25% approximately Airlines’ contribution to the airport’s performance
versus the previous corresponding season. in 2016 was acknowledged by AIA for the 17th
consecutive year by rewarding them for the most
In total, thirteen different incentives, both for successful passenger traffic development during
development and for sustainability, were in effect 2016. The awards ceremony, the major airline
during 2016. These incentives are applied in a fully networking event for Greece which is hosted by AIA,
transparent and non-discriminatory manner. The took place in March 2017 during AIA’s 17th Airline
vast majority of the operating carriers made use of Marketing Workshop.
one or more targeted incentives. Furthermore, more
than 30 of AIA’s airline partners enjoyed benefit During the last five years, not only has AIA
deriving from traditional developmental incentives devoted innovative marketing efforts to its Airline
& marketing support to a significant degree. In this & Business partners and Consumers but has also
year’s “Routes Europe” at Krakow, Poland & “Routes extended its endeavours to actively support Athens
World” at Chengdu, China, the largest airline and as a Destination. Actions to reinforce Athens’
airport networking route development forums in attractiveness as a tourism destination have
Europe and globally respectively, AIA was voted significantly contributed to the recovery of the city’s
33
Airport Marketing & Pricing
During 2016 AIA continued its dynamic marketing by the airlines and was awarded as the winner in
strategy and incentives policy. AIA’s aeronautical the 4-20 million passengers’ category in the 2016
marketing strategy encompasses comprehensive Routes Marketing Awards, in both events. At the
developmental and targeted programmes for highly significant Routes forums, airlines evaluate
airlines including incentives and marketing support the airports’ marketing plans and programmes
packages and constitutes a cornerstone of AIA’s rewarding the ones that most efficiently address
aeronautical strategy for healthy financial growth. airlines’ efforts to develop new routes or sustain
existing ones. It is noteworthy that in the context of
In 2016, AIA maintained all charges unchanged the prestigious Routes events, Athens International
without any increase for the eighth consecutive Airport is the most awarded airport with 16
year. This freezing of charges was complemented by distinctions in 12 years.
the continuous development and fine-tuning of our
incentives’ scheme and comprised growth incentives Following a relevant request of the Board of
and a number of targeted incentives for airlines. Directors, a study was commissioned to an
expert international firm on the assessment of
In particular, taking into consideration the market the incentives policy. More particularly the study
developments and the double-digit growth, AIA assessed among other, the impact of incentives
extended three significant targeted incentives on traffic at AIA and their financial impact and
during the winter ’15-’16 season and two during their overall strategic importance. The study
the summer ’16 season, fine-tuning, at the same found evidence that the implementation of the
time, the Incentives’ terms of applicability and incentives has stimulated growth in passengers
their levels, which were lowered to respond to the and has resulted in positive EBITDA impact for
market developments. The Sustainability Incentive AIA. Also, based on the assessment of the charges
aiming at sustaining and stimulating the airline implementation, and considering industry best
offer by encouraging airlines to at least maintain practices and legislation in EU, the incentives are
the same level of operated flights vs. the previous transparent and non-discriminatory and they are
corresponding period was available during the considered by airlines as an important tool for cost
winter ’15-’16 season only. The Transfer Incentive reduction.
focusing on the development of transfer traffic and
the Load Factor Incentive, targeted to encourage AIA’s customised approach towards airlines was also
airlines to increase the number of passengers per the main element in the 2016 campaign under the
flight, were available throughout the year. The slogan “Aviation Marketing delivered in a novel way”,
developmental schemes were enriched - as from the reflecting AIA’s willingness and efforts to proactively
last year already - with the Niche Routes Incentive, and in an innovative way look into the actual needs
aiming at attracting new services from niche markets of each of its airline partners and consequently
that are currently not operated from Athens. Lastly, design and implement its novel marketing strategy
the special Low Fares Incentive was available during accordingly.
winter offering a return amount per each low fare
ticket issued, albeit reduced by 25% approximately Airlines’ contribution to the airport’s performance
versus the previous corresponding season. in 2016 was acknowledged by AIA for the 17th
consecutive year by rewarding them for the most
In total, thirteen different incentives, both for successful passenger traffic development during
development and for sustainability, were in effect 2016. The awards ceremony, the major airline
during 2016. These incentives are applied in a fully networking event for Greece which is hosted by AIA,
transparent and non-discriminatory manner. The took place in March 2017 during AIA’s 17th Airline
vast majority of the operating carriers made use of Marketing Workshop.
one or more targeted incentives. Furthermore, more
than 30 of AIA’s airline partners enjoyed benefit During the last five years, not only has AIA
deriving from traditional developmental incentives devoted innovative marketing efforts to its Airline
& marketing support to a significant degree. In this & Business partners and Consumers but has also
year’s “Routes Europe” at Krakow, Poland & “Routes extended its endeavours to actively support Athens
World” at Chengdu, China, the largest airline and as a Destination. Actions to reinforce Athens’
airport networking route development forums in attractiveness as a tourism destination have
Europe and globally respectively, AIA was voted significantly contributed to the recovery of the city’s
33
