2. FRANCISCO PITA
Head of Marketing Aviation
ANA

3. NEW MOMENTUM IN Aviation MARKETING IN PORTUGAL
VINCI Airports Convention 2014

4. KEY FIGURES > 34 M pax in a network of 10 airports in 5 regions
> 30 individual scheduled airlines
> 310 million € Aviation Regulated Revenue
> 310 direct scheduled origin/destination pairs
+ 9.4% pax growth… the regulation driver!
VINCI Airports Convention 2014

5. THREE DRIVERS OF OUR AVIATION MARKETING
# 100% AIRLINE CENTRIC
# FULLY COORDINATED
# 360 INTEGRATED AVIATION MARKETING STRATEGY
VINCI Airports Convention 2014

6. 100% AIRLINE CENTRIC Deliver “Value for Money” to airlines
# High value info and data for route development
# Dedicated professional account management
# Incentives and marketing support
# Efficient airport product – maximize airline efficiency
# Quality of service to the airline passengers
VINCI Airports Convention 2014

7. FULLY COORDINATED
In an airports network there is value in coordinating the aviation marketing function
VINCI Airports / ANA airports network marketing coordination
The goal is to capture and deliver value to our airports
VINCI Airports Convention 2014

8. Collaborative organization
360° STRATEGY
Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
VINCI Airports Convention 2014

9. Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
Aviation Marketing Committee
Roles and responsibilities matrix
Virtual Aviation Campus
Future
VINCI Airports/ANA CRM
VINCI Airports Convention 2014

10. Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
Route portfolio performance dashboard
VINCI Airports Convention 2014

11. Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
KAM
Strategic Airlines
All major airlines operate to 3 or more regions
Monitor all commercial relations with airlines 1
80% of traffic carried by only 7 airlines
Coordinate the activity between airports 2
27% of traffic carried by 2 major LCCs to 3+ regions
Manage directly ANA key strategic airlines 3
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12. Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
Forecasting quality plays a major role in pricing stability
VINCI Airports Convention 2014

13. Collaborative organization
Optimize the consultation processes and make it more “user friendly”
Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
Aviation regulated charges consultation 1
PRM charge consultation 2
Security charge consultation 3
Quality of service consultation 4
VINCI Airports Convention 2014

14. Collaborative organization
Supply incentives to airlines
Marketing/promotion support for demand stimulation 1 2
Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
ANA Marketing support
Tourism Marketing support A B
VINCI Airports Convention 2014

15. To provide good service to the airline is the best (only) way to provide good service to passengers.
Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
DMA
The airline “experience”
B2B
b/partners
B2B
airline
Examples
> Self connecting product
> Border Pre-Clearance
> Trusted travelers
> Port Cruise Terminal / Airport link
AIRPORT COMPETITIVENESS
B2C
pax consumer
B2C
travelling public
The pax “experience” DCNA
VINCI Airports Convention 2014

16. Collaborative organization
Communicate with the right B2B and B2P targets to promote air trafic growth
Collaborative organization
Promotion
Product development
Regulation & pricing
Forecasting
Route Development
Market intelligence
Incentives
VINCI Airports Convention 2014

17. + 37 New Routes + 36 New Operations + 06 New Airlines RESULTING GROWTH
23,742,779
+ 9.4% 
203,158
+5.6%
29,368,222
+6.6%
81.3%
+2.1 pp
New Routes
Pax.
Mov.
New Operations
Seats
Available
Load
Factor LF
New Airlines
ANA Airports in 2014 (inclu. August)
VINCI Airports Convention 2014

18. RESULTING GROWTH COMPARATIVE GROWTH Passenger traffic
VINCI Airports Convention 2014

19. SIGNIFICANT ACCELERATION OF GROWTH RATE
AVERAGE ANNUAL RATE OF GROWTH
and var
Source: ANA
VINCI Airports Convention 2014

20. Index of Satisfaction Pax (ASQ)
IMPROVED PASSENGER SATISFACTION
Index of Satisfaction Pax (ASQ)
2008
2013
2T 2014
2008
2013
2T 2014
2008
2013
2T 2014
2008
2013
2T 2014
2008
2013
2T 2014
Lisbon
Porto
Faro
Madeira
Azores
The ASQ Survey was conceived to evaluate passenger satisfaction.
The scale of evaluation goes from 0 (not used/ no reply) to 5 (excellent).
VINCI Airports Convention 2014