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Auckland Airport | Determination NZ | April 2011
Repositioning AKL – Growing High Value Customer Base
determinationnz
Facts • 2 Days
• 350 Airlines• 750 Airports
• 2300 Attendees• 28,000 Meetings
Facts • 2 Days
• 350 Airlines• 750 Airports
• 2300 Attendees• 28,000 Meetings
Routes – Competition for aircraft is fierce
Routes “speed dating” for airlines/airports
Market Development Loop
Market Development
Model &Techniques
Learning from results to improve our knowledge and develop sustainable market structure.
Securing capacity growth is a fundamental outcome of the demand stimulation.
Stimulate through influencers, remove impediments to growth (Visas etc), create market segmentation, building high value markets, develop market structure.
Target growth market segments through considered and detailed analysis of markets.
Work with key influencers for the route and market. This can be industry partner, airline, airline executive, politician, consumer opinion leaders or distribution agent.
Guangzhou Daily Travel session: 4th Jan 2011
GZL & AIAL JV adverts about CNY and high season products
Auckland Airport | Determination NZ | April 2011
Seats Committed to AKL0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
20112010
We have already gained commitment to an extra1.5 million seats in the last 2 years.
Auckland Airport | Determination NZ | April 2011
Population size of countries accessed by direct flight
Auckland Airport | Determination NZ | April 2011
Asia is NZ Tourism’s growth engine
Asia Africa and the Middle East
Americas Oceania Europe
-60,000
-40,000
-20,000
0
20,000
40,000
60,000
NZ Arrivals Growth as at YE March 2011
Auckland Airport | Determination NZ | April 2011
Asia for Building India Traffic Volumes
SIN HKG BKK KUL SYD BNE MEL
29649
19233
1296511022
8954
41565830
2358422120
10513
5413
9999
36575766
India Traffic via AKL by Key Route
Total 11 Total 10
Auckland Airport | Determination NZ | April 2011
Competing with Australia – International Arrival Forecasts
AKL’s existing First & Business Class demand generates a 42% loading in Premium Seats
17
27%
15%
58%
Premium Passenger YE Mar 2011
O&D AKL Connecting Available Seats
Over the coming year, premium seats at AKL are expected to rise by 113k, or 11%
19
Overall international seat capacity at AKL is expected to rise 9% to YE April 2012
CZ has a very high proportion of premium cabin seats in the AKL market
20
It is expected that 15.8% of the UA AKL-IAH service seats will be in premium cabins
Auckland Airport | Determination NZ | April 2011
China is scarily big with massive wealth!
• 1.34 billion people• China replaced the United States as NZ's second-largest export market at US$2.66 billion.
• 57 million outbound trips in 2010• NZ currently 0.2% of market.• One in every 175 people in Shanghai has personal wealth of US $1.5 Million.
• Estimated 4,000 RMB billionaires in China.• 30% of London luxury good sales made to Chinese travellers.
Auckland Airport | Determination NZ | April 2011
2010 Forecast 2011 Forecast 20200
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000Outbound Trips from China
Outbound Trips from China
Outbound growth of 77% over next 10 years to over 100 million
Growth of 77%
Get ready for the growth
Facts • Internet users in China 420 million
• 19.8 hours per week per user• USD 36.5 billion online shopping• 176 million social network users• 265 million on online gaming
Facts • Internet users in China 420 million
• 19.8 hours per week per user• USD 36.5 billion online shopping• 176 million social network users• 265 million on online gaming
Targeting the wealth and social media
• 30 % of London premium goods sales sold to Chinese travelers.
• By 2015 China will be No 1 market for luxury goods, with annual sales of $14.6 billion
• Mercedes Benz report 128 % growth in first 10mths of year.
“
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