Airports key to orchestrate growth

Soon the next round of route development is in sight, with the giant gathering of route developers across the globe at Routes Europe in Denmark's beautiful city of Aarhus. What started some decades ago in a pioneering manner has nowadays developed to a successful global arena. But the essence and core of the game hasn't changed: gain new routes / airline services to my location. But what has changed over the years - and especially in post Corona and ongoing geopolitical crisis - is the emerging scale of collaboration and its diverse (marketing, digital/social media, etc.) instruments and tools. Airports are the conductor, being in charge carefully (and with love to detail) to assemble its playing team*. The airports over the years have understood to win and convince (the often rival parties) to become natural alleys, like DMOs/tourism boards, local/regional politics, chambers, companies and so on. But then turning the "symphony" in a harmonic tune needs an experienced conductor. That is unchanged the airport's responsibility and privilege. A role that requires creativity and a talent to transform strategic goals into - finally - a new route. You need the condition of a marathon runner. As once achieved, the story can't be closed, as from launch many routes are in fact no low hanging fruits: a permanent care is essential to keep the business - whether tourism, VFR or business travel - smoothly running. Only a consistent flow of bookings - in the ideal right yield mix, if possible - guarantees a sustainable success. So the Routes Model is key to keep alert and to sharpen your profile by continuously exploring new opportunities and options...

* In "former" times most airlines themselves were ready to invest in a new route and gave them a decent time to earn money. With the coming up of new business models, like low cost / ultra low cost carriers, this approach more and more was deleted. The "cost factor" became king and strategic directives were completely turned.