PIERRE GROSMAIRE Airline Marketing Director
Airline Marketing
X = Volume Price Yield management The role of the Airlines marketing VINCI Airports Convention 2014
Regions coordinate and optimize resources A decentralized organisation Methodology Benchmarks Airlines deal Budgets Share the knowledges Work on development HQs level VINCI Airports HQ’s Regions coordinate and optimize resources Regional level Sth East France Gt West France SCA Cambodia ANA Portugal Airports level GNB CMF CFE TLN NTE SNR RNS DNR UIP LFFI PNH REP KOT LIS OPO FAO FNC PCO PDL etc. Importance to have local competences and knowledge at the airports’ level VINCI Airports Convention 2014
A New scale Relationships with airlines have changed ANA NTE & Cambodia Strong regional airports’ network The challenge is to keep on improving our relationships with airlines Recognition by airlines is stronger VINCI Airports Convention 2014
To the benefit of : Traffic HQ’s development activities improve our relationship with airlines To the benefit of : Traffic HQ’s development activities All airports no matter what the size VINCI Airports Convention 2014
improve our relationship with airlines How to improve business cases and airlines’deals ? How to accelerate the sharing of knowledge ? How to optimize our internal processes within the airline marketing network ? VINCI Airports Convention 2014
Improvement of the business cases Fanny :
> Systematic presentation of VA including our pluses to Airlines as a network > Common framework of methodology ideal presentation @next marketing meeting )and common form > Systematic Comparison of similar markets and explanation of why our airports are the best solution > Complete market research on competing airports > Induction effect benchmark at the airport but also for the airline VINCI Airports Convention 2014
> Innovation in market intelligence money exchanges, tel con, Erasmus, Google data & sky scanner data, Precise residents headcounts, social network, endorsements of local companies > Multi airports approach to an airline (internal and external) > Better knowledge of TO’s requests on touristic airports VINCI Airports Convention 2014
Sharing of knowledge Nuno
business cases, contacts, proposals, deals, etc. Short term > B2B CRM business cases, contacts, proposals, deals, etc. > Structure a common on-line knowledge platform / Share point airlines deals to optimize future contracts, benchmarks, contracts, external supports, airlines sheet, traffic forecast, inductions from LCC per route, etc. > Matrix of routes wish list per airport and per airline Make the most of one-to-one meeting for the group’s benefit and to be seen as different > Ongoing development projects to get deals Get information, weak signals, etc. VINCI Airports Convention 2014
Processes within the airline marketing network Laurent
> Airlines marketers glossary (better one-to-one exchanges) > Regular meetings more often all together (one per IATA season) to implement and deliver > Airline “X-ray” for one particular specialist within the network to the benefit of the other (eg. Volotea for Nantes or Aegean for VA) > Airlines marketers glossary (better one-to-one exchanges) > Partnership VINCI Airports Academy > Wiki > KPI on operating routes for recovery packages if things go wrong or for growth eg. LF%, yields, profile, etc. VINCI Airports Convention 2014
WE HAVE TO AMPLIFY THE NETWORK EFFECT