BRESCIA AIRPORT – COMMERCIAL STRATEGY PASSENGER NETWORK DEVELOPMENT
The Brescia Airport established its own strategy for network development that will promote the connectivity of the airport at a domestic level, as well as within and outside the European Community by strengthening and broadening existing connections according to the needs of its catchment area: located at the centre of an Italian crossroads of primary economic and touristic interest, thus contributing at generating the development of new businesses in the surrounding area.
This strategy is based on the following four fundamental points:
1.- Home Carrier - identification and consolidation of one or more air carriers based at the airport, with the intention of offering connections required by the local catchment area for both business and touristic purposes.
2.- Network Carriers - new connections towards the main European hubs in order to develop an efficient connections network towards the international and inter-continental destinations most required by the area.
3.- Point-to-Point Connections - development of direct routes to specific, local and international, destinations, with sufficient demand to sustain the route, thus guaranteeing better accessibility to the airport and, consequently, even the territory.
4.- Charter Traffic
- develop the synergy with major Tour Operators, to ensure that the Brescia Airport remains the airport included in touristic packages, for the entire North-Eastern Italian market.
With the intention of achieving its objectives, the Brescia Airport, would like to attract new air carriers, develop new destinations, through the adoption of an incentives programme based upon marketing contributions directly proportional to the investment made by air carriers at the airport, commencing from the IATA Winter 2015/2016 season.
More specifically, the incentives programme was structured on the principles of objectivity, transparency, temporariness and non-discrimination and applies in the following cases:
A.- New Air Routes
New air routes shall mean a route to which no connection was offered by the Brescia Airport in the last 2 IATA seasons.
The incentive shall be available to air carriers in a directly proportional manner to the:
• Number of frequencies per week operated on an annual basis (as for seasonal connections, the value shall be on a pro rata basis);
• Capacity offered on the new route, differentiating the incentive between Regional and Narrow Body Aircraft;
• Type of destination, differentiating between domestic destinations and destinations within and outside the European Community.
To be eligible for the incentives programme, the air carrier shall:
• Operate the new connection with a minimum of 2 frequencies per week for a period of not less than 10 continuous weeks;
• Operate the new connection continuously for at least 1 year (or 1 IATA season for seasonal routes);
• Guarantee customers regular and continuous operation, thus limiting cancellations to 5% of the entire schedule;
B.- Traffic Volumes
For air carriers with the capacity to offer the Brescia Airport multiannual air traffic plans (thus contributing to the effective growth of airport traffic), the incentive programme is structured on minimum volume thresholds and offers a fixed value per passenger departing, which as an example could be indicated as follows:
- 250,000 departing passengers per year;
- 500,000 departing passengers per year.
C.- Charter Connections
The Brescia Airport would like to incentivize charter traffic for both outgoing and incoming destinations, by collaborating with major Tour Operators willing to invest in the airport through its flight programmes which are marketed by means of “tourist packages”.
The incentives programme is based on a value per departing passenger and on co-marketing schemes intended to promote Brescia and its catchment area as a destination in target countries for incoming traffic, as well as to promote outgoing destinations on the Italian market.
On the subject of incentive programmes, the Brescia Airport considers fundamental the concept of entrepreneurial initiative and, consequently, shall be entitled to evaluate other types of incentives and co-marketing with air carriers willing to develop schemes for increasing destinations and passenger volumes, which are strategic to the growth and economic sustainability of the airport.
The incentives programme offered by the Brescia Airport shall only be available to the air carrier and/or the Tour Operator under the above-indicated conditions and subject to the prior conclusion of an agreement to this effect before commencement of operation of the relative flights forming the subject of the incentive.
In order to make use of the incentives programme, the air carriers shall send their development plan to the address email@example.com
NETWORK CARGO SALES DEVELOPMENT STRATEGY
Brescia Airport has identified its network development strategy to increase the airport's connectivity, in order to contribute to the development of new business opportunities to the surrounding territory. To achieve this goal and in accordance with the requirements of the Italian rules, the methods and the incentives to be granted have been defined according to the following criteria:
1) Type of traffic:
- Traffic generated by aircraft based at the airport of Brescia, or landing from other airports
2) Type of destination:
- Intercontinental, Non-EU international or domestic / EU
- Point to point destinations, or hub with a network of connecting flights
3) Traffic development criteria
The growth of the air freight will be calculated on carried Kgs, on number of movements or on number of destinations;
Besides different incentive schemes can be applied .
a. Incentive related to the type of traffic
The Incentive Program privileges the Airlines who will establish their base and/or other activities (maintenance for instance) at Brescia Airport .
b. Incentive related to the destination
The incentive program will be applied to the new routes, Intercontinental, International Non-EU and domestic. Furthermore the Incentive program can support the routes linking Brescia Airport with an international/intercontinental hub with a network of connecting flights that enable a wider range of services and links to our region.
To be eligible for the Incentive Program the air carrier will :
I. operate the new routes with a minimum of two frequencies per week;
II. operate the new routes for at least one year (or one IATA season for seasonal routes), with a maximum stop of 6 consecutive weeks, due to strategic or commercial reasons;
The Incentive Program will be applied only to the routes “not scheduled” during the previous two IATA seasons .
c. Incentives related to the growth of the air freight
On annual basis, the incentive Program supports the growth of the air freight, import and export, (transit and trucking excluded), calculated on carried kgs.
d. Incentives related to the achievement of predefined targets
The Incentive program can provide a fixed incentive to the achievement of a predetermined annual target of flight movements, of destinations operated and/or air freight, import and export, (transit and trucking excluded), calculated on carried kgs.
Mechanism of incentive
- Fare Modulation related to the number of flight movements, of the destinations, and to the air freight, import and export, (transit and trucking excluded), calculated on carried kgs.
- Marketing support and/or bonus payments for new routes or according to predefined targets
Terms of admission to the Brescia Airport Incentive Program
The Airlines joining the Incentive Program must be in compliance with the payment of the airport charges and the handling services (ramp and warehousing).
The provision of incentives cannot be extended over three years for each identified and implemented project at Brescia Airport. In the case, the incentive program has been established in compliance with the criteria of objectivity, transparency, non-discrimination and temporariness.
With regard to the Incentive Program, Brescia Airport considers crucial the concept of free entrepreneurial initiative and therefore reserves the right to assess additional kinds of support and co-marketing plans with carriers who will require to develop specific programs in order to increase the destinations and the volumes, strategic for the growth and the economic sustainability of the airport.
Brescia Airport also notes that the incentive program will be valid only by the acceptance by the carrier to the conditions described above and subject to signature of a specific contract before the start of the flight operations.
In order to be eligible for the Incentive program the carriers will have to submit its development plan at firstname.lastname@example.org