Route Development & Destination Marketing - ICCA
Route Development & Destination Marketing - ICCA
Route Development & Destination Marketing - ICCA
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<strong>Route</strong> <strong>Development</strong><br />
&<br />
<strong>Destination</strong> <strong>Marketing</strong><br />
Ramesh Krishnamurthy<br />
Chief Commercial Officer<br />
GMR Hyderabad International Airport
Presentation Outline<br />
• New Airports are future ready but……<br />
• Strategy of an airport revolves around <strong>Route</strong> and Passenger development<br />
• Multi pronged actions are required to be executed consistently<br />
• Conventional Capital of India – making it a reality<br />
• Watch this space during lunch on 27 th !
GMR Hyderabad International Airport Ltd.<br />
GHIAL is a PPP Enterprise for building & operating<br />
Rajiv Gandhi International Airport, Hyderabad, with the following equity participation<br />
63% 11% 13% 13%<br />
2
World class airport is future ready……<br />
A few firsts in India<br />
Emphasizing passenger comfort<br />
• Fully automated Airport<br />
Operations Control Center (AOCC)<br />
• Tallest ATC Tower ( 75 m)<br />
• Longest taxiway (4395 m);<br />
• Code F facility : A380 Compatible<br />
• Open Access model for fuel supply<br />
• 4 level inline baggage screening<br />
• Medical Center at the Airport<br />
• International brand<br />
Concessionaires<br />
• Airport Hotel of 5 Star class<br />
• CUTE (Common User Terminal<br />
Equipment – A Software) & CUSS<br />
(Common User Self Service)<br />
enabled check-in.<br />
• Slumber lounge with shower and<br />
nap facilities.<br />
3
World class airport is future ready……<br />
• Terminal Building - 117,000 sq.m<br />
• Can hold 3200 pax. at one time<br />
• 4 Inclined Baggage carousels<br />
• 46 Immigration counters<br />
• 146 Check-in counters including<br />
16 with Self-service facilities<br />
• 30 Escalators and 32 Elevators<br />
• Wi-Fi Access<br />
• Several international and domestic<br />
F&B and Retail outlets<br />
• Adjacent car park for >3500 cars<br />
4
Passionate about Airport Service Quality<br />
ACI ASQ Award : Worlds Best Airport in the 5-15 M category
Unconstrained Capacity - Phased <strong>Development</strong><br />
Design Capacity<br />
mppa<br />
Timeframe<br />
Phase 1 12 March 2008<br />
Phase 2 20 As per traffic trigger<br />
Phase 3 & 4 40 As per traffic trigger<br />
6
The key strategic focus is to grow traffic !<br />
1<br />
Passengers (PAX) 2<br />
Air Traffic Movements (ATMs)<br />
CAGR: 19.7%<br />
CAGR: 18.1%<br />
(in mn)<br />
2.85<br />
4.04<br />
5.78<br />
6.95<br />
6.22<br />
6.49<br />
(in nos.)<br />
37491<br />
52171<br />
69613<br />
81972 80839 80456<br />
A comprehensive Airline <strong>Marketing</strong> strategy<br />
has been put in place to drive passenger<br />
growth covering both <strong>Route</strong> <strong>Development</strong> and<br />
Passenger <strong>Development</strong>
Presentation Outline<br />
• New Airports are future ready but……<br />
• Strategy of an airport revolves around <strong>Route</strong> and Passenger development<br />
• Multi pronged actions are required to be executed consistently<br />
• Conventional Capital of India – making it a reality<br />
• Watch this space during lunch on 27 th !
Our mission<br />
• We will establish Hyderabad Airport as South & Central India’s gateway and hub of choice. We will create<br />
a thriving Aerotropolis with focus on aviation, aerospace, cargo and commercial services.<br />
Hub Strategy of Hyderabad Airport
<strong>Route</strong> <strong>Development</strong> at 2 levels – Domestic<br />
10
<strong>Route</strong> <strong>Development</strong> at 2 levels – International<br />
11
Advantage Hyderabad vs. other Airports<br />
Factors HYD BLR MAA BOM<br />
Geographical Advantage (strategic location) √ X X X<br />
Ample Airside capacity, with less turnaround time √ X X X<br />
Code-F compatible runway √ X X X<br />
Current Terminal Capacity 12 Mn 9.5 Mn 9 Mn 16 Mn<br />
% of Current Yearly Pax Flow 50% 102% 111% 150%<br />
Required support by the airport (incentives) √ X X X<br />
Airline centric developments(e.g. Aerospace Park, Cargo SEZ) √ X X X<br />
Seamless Transit Facilities (lounges, hotel, etc) √ √ X X<br />
Dedicated cargo zone √ X X X<br />
Future Expansion Opportunities-Land bag √ √ X X<br />
Hyderabad airport has the best infrastructure in place. The right airline marketing<br />
strategy can transform Hyderabad into a major hub
Presentation Outline<br />
• New Airports are future ready but……<br />
• Strategy of an airport revolves around <strong>Route</strong> and Passenger development<br />
• Multi pronged actions are required to be executed consistently<br />
• Hyderabad is the Conventional Capital of India – making it a reality<br />
• Watch this space during lunch on 27 th !
Consistent execution of a multi pronged strategy
<strong>Route</strong> <strong>Development</strong><br />
• Airline <strong>Development</strong> Initiatives:<br />
– Active route development by providing incentive<br />
packages to the Indian carriers<br />
– Business cases and active discussions with International<br />
carriers<br />
– Work closely with new & existing airlines to increase/start<br />
frequencies ex HYD.<br />
– Promote the routes aggressively with airlines in the<br />
airport & city
<strong>Route</strong> Promotions at the Airport
Cooperative Advertising with Airlines
Catchment area development<br />
• 10 Tier 2 cities identified as the catchment area:<br />
- encourage hubbing and transit through Hyderabad<br />
• Direct marketing program with Travel Agents to promote<br />
the new routes<br />
• Seamless transit and facilitation processes<br />
• Promotions in retail and stay options
Connectivity to catchment areas
Promoting the airport within the catchment area
Other <strong>Destination</strong> marketing initiatives<br />
• Temple Tourism – Tirupati:<br />
– Annually, there are 23 million pilgrims visit Tirupati. Out of this, only 100,00 pilgrims visit by air.<br />
– Our aim is to tap 10% of the total pilgrims and induce them to travel by air.<br />
– We are working with APTDC to facilitate airlines to launch packages on HYD-TIR<br />
• MICE Initiatives:<br />
– With an attempt to market HYD as a MICE destination globally & nationwide, Hyderabad Airport is<br />
working with HICC & the State Govt.<br />
• Medical Tourism:<br />
– Actively working with APTDC to create Medical Tourism Bureau in HYD.<br />
• Buddhist Tourism:<br />
– Andhra Pradesh has got more than 150 Buddhist sites<br />
– Major tourists are from Singapore and Malaysia and a small percentage from Europe. Major<br />
attractions are Amravati, Nagarjunakonda, and Hussainsagar<br />
– Working with tourism authorities and APTDC to promote Buddhist tourism.<br />
• Jointly work with the tourism boards & other airports<br />
– Working closely with various stakeholders such as MEL Airports, Victoria Tourism, Malaysian<br />
Tourism, Malaysian Airports & APTDC for destination marketing<br />
• Active participation in various travel marts/events to increase the awareness of Andhra Pradesh, in<br />
particular Hyderabad, and make HYD a prominent destination for tourism
Temple Tourism<br />
22
Presentation Outline<br />
• New Airports are future ready but……<br />
• Strategy of an airport revolves around <strong>Route</strong> and Passenger development<br />
• Multi pronged actions are required to be executed consistently<br />
• Hyderabad is the Conventional Capital of India – making it a reality<br />
• Watch this space during lunch on 27 th !
Hyderabad – Convention Capital of India<br />
•Airport is working with other stakeholders to promote<br />
Hyderabad as the convention capital of India<br />
•Hyderabad Airport offers a superior airport experience for<br />
delegates :<br />
•Connectivity to the City<br />
•Seamless operational processes<br />
•Facilitation<br />
•World class experience and special promotions<br />
•We request <strong>ICCA</strong> authorities to consider Hyderabad as the<br />
prime destination for organizing major conferences !
• New Airports are future ready but……<br />
• Strategy of an airport revolves around <strong>Route</strong> and Passenger development<br />
• Multi pronged actions are required to be executed consistently<br />
• Hyderabad is the Conventional Capital of India – making it a reality<br />
• Watch this space during lunch on 27 th !
Join us for an important announcement !
THANK YOU
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