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University of Westminster

Transport Studies Group

Marketing and Market Research for Air Transport: Theory and Practice

1st and 2nd December 2004

Transport Studies Group, University of Westminster

This short course was held in December 2004 at the University of Westminster. Please refer to the Short Course page for an up-to-date programme of events.

 

Air transport marketing principles and practices are constantly being examined and re-assessed as the industry strives to become more commercially effective in an increasingly competitive environment. Market research is of particular importance, providing vital information to enable demand-led decisions to be made. This seminar aims to create a forum to discuss the key elements of marketing strategy for airlines and airports, to explain how to effectively conduct market research and to address some of the current and future challenges.

The seminar has been designed to appeal to a wide range of participants. Views will be heard from the airline industry, airports, consultants and market research specialists. In particular, it aims to bring together airline and airport issues for mutual benefit. It will be of interest to marketing and commercial managers of airlines and airports, staff involved with passenger surveys and market research, aviation specialists in government departments, suppliers of air transport products and consultants who are working in the field of air transport.

 

ORGANISERS

This event draws upon two complementary areas of expertise within the Transport Studies Group. The Group has undertaken a wide variety of market research projects in the air transport sector. The Group also has a well established interest in air transport research, consultancy and teaching, spanning 30 years. The University's association with aviation goes back much further however as it was here in the 19th Century that Sir George Cayley first demonstrated the principles of flight!

The organisers are:

DR NIGEL DENNIS, Head of the Air Transport Unit

Tel: +44 (0)20-7911-5000 extn 3344
Fax: +44 (0)20-7911-5057
E-mail: dennisn@westminster.ac.uk

 

DR ANDREW COOK, Head of Market Research

Tel: +44 (0)20-7911-5801
Fax: +44 (0)20-7911-5057
E-mail: cookaj@westminster.ac.uk

This seminar is one of a number of short courses organised by the Transport Studies Group at the University of Westminster. Each course provides an in-depth analysis of a topical issue through a limited number of high class, detailed presentations. The courses attract delegates from airlines, airports, government departments, manufacturers and other organisations from all over the world.

Information in this brochure is correct at the time of going to press but amendments may have to be made subsequently.

 

Seminar Programme

Click here to view the timetable

MARKETING - Wednesday 1st December (0900-1700)

AIRPORT MARKETING AND RESEARCHING POTENTIAL DEMAND
Bernard Lavelle, General Manager - Sales, London City Airport.
This presentation looks at the ways airports can raise their awareness among airline customers and passengers. Strategies for attracting more traffic are considered, including the supporting market research that is necessary. Drawing on the experience of London City Airport, the attractions of particular market niches such as location and business travel appeal are discussed. An outline is given of data sources that can be used to estimate potential demand on new routes.

CASE STUDIES IN ROUTE DEVELOPMENT
Rolf Ewald, Aviation Consultant (formerly Senior Analyst Market Research/Marketing, Dusseldorf Airport).
This presentation explains draws upon the speaker's long and varied experience, working with airports and airlines to identify potential new services and evaluate these routes. The audience is shown how to give an effective marketing presentation to an airline. Examples are taken from long-haul, short-haul and charter/leisure markets at different types of airport. The concepts are brought to life with the use of specially prepared case-studies tailored to participants.

THE IMPORTANCE OF SCHEDULING DECISIONS
Dr Nigel Dennis.
This presentation examines the requirements of passenger demand in constructing a schedule, looking at different journey purposes and length of haul, origin of traffic and time zone changes. The competitive impact of frequency is demonstrated and translated to choice of aircraft type. Tactical scheduling decisions are considered including a specific focus on the requirements of hubs and capacity/delay issues at airports.

AIRLINE ALLIANCE STRATEGIES
Speaker to be confirmed.
This presentation interprets the development of international airline alliances from the regulated days of IATA, through code-sharing and anti-trust immunity to the emerging global families. The various commercial features of an alliance are identified and the extent to which these are accomplished in practice is discussed. The criteria for identifying effective partners are set out and illustrated. Changes in air service provision as a result of alliance formation are traced and the implications for airport operators demonstrated.

THE IMPACT OF LOW-COST AIRLINES ON AIRPORTS
Dr Nigel Dennis.
This presentation examines how many of the current marketing developments in air transport are being driven by the low-cost carriers, who are enjoying success at a turbulent time for the industry. Issues of pricing, product and distribution are examined, identifying differential positioning of the major players. The competitive reaction in terms of new fare structures from major European airlines is considered. The use of secondary airports is evaluated with consideration to catchment area, aircraft utilisation and discounts on airport charges. The impact of low-cost airlines on demand is researched and traffic generation in different situations is shown to be highly variable. Potential future challenges are identified, including the overcrowding of the market.

ASSESSING THE PROSPECTS FOR AIR CARGO
Gordon Bevan, Senior Consultant, Airport Strategy and Marketing.
This presentation considers the characteristics of the air freight market and the ways in which these can best be served. Issues include the use of all-cargo aircraft, trucking, airport facilities and competition between airports. The growth potential of air freight and the opportunities this provides are analysed in more detail, along with indicators of financial performance and demand.

 

MARKET RESEARCH - Thursday 2nd December (0900-1630)

DESIGNING AN EFFECTIVE SURVEY OF AIR TRAVELLERS
Adrian Lawes, Director, Consumerdata Ltd and
Dr Andrew Cook.
Abstract to follow.

WORKSHOP: DEVELOPING AND USING A QUESTIONNAIRE
Dr Andrew Cook and
Adrian Lawes, Director, Consumerdata Ltd.
An interactive workshop based on a case-study questionnaire, especially designed by air transport market research professionals to facilitate an informative discussion of design principles and practice.

HOW BAA USES ITS MARKET RESEARCH
Stan Maiden, Research Director, BAA.
Abstract to follow.

 

VENUE

Click here to view the venue location

The University of Westminster is conveniently situated in the heart of London at 35 Marylebone Road, which is 200 metres east of Baker Street underground station and directly opposite Madame Tussauds. It is also only 10 minutes walk from Oxford Street. This makes the course very accessible for people working in the London area and gives visitors from elsewhere the opportunity to extend their stay in London over the weekend to take advantage of the many shopping and sightseeing opportunities.

 

BOOKING FORM

Please print and complete this booking form.

Cheques should be drawn on a UK bank in £ Sterling, made payable to THE UNIVERSITY OF WESTMINSTER and sent with this form to:

Dr Nigel Dennis
Senior Research Fellow
Transport Studies Group
UNIVERSITY OF WESTMINSTER
35 Marylebone Road
London NW1 5LS

Tel: +44 (0)20-7911-5000 extn 3430
Fax: +44 (0)20-7911-5057
E-mail: dennisn@westminster.ac.uk

 

GENERAL

The COURSE FEES provide for morning and afternoon coffee/tea and lunch each day. Also included is a VISIT TO A LONDON THEATRE SHOW on the Wednesday evening, open to all delegates. Seminar lecture notes will be provided on arrival.

We have a list of suggested hotels with easy access to the University, ranging from 2* to 5*, some with special rates available (between £50 and £150 per night) for you to make your own accommodation arrangements. Please contact Nigel Dennis, e-mail dennisn@westminster.ac.uk or fax/telephone for our hotel information sheet or if you require any further details/assistance.

If you wish to send two different delegates from your organisation, one on Wednesday and one on Thursday, the discounted two-day rate will still apply.

 

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