General Aviation Destination Marketing Network(GANET): A concept for discussion

1. General Aviation Destination Marketing Network(GANET): A concept for discussion BMT Transport Solutions GmbHDetlev Fischer Advice for business development - traffic forecasts & insights for strategic decisions

2. What is GANET? "GANET is a planned Internet portal representing a network of regional airports and providing better access to information relevant for private and business users of General Aviation. GANET will strengthen the interface between regional airports and the tourist and business destinations around it; support airport marketing; and provide a platform for services relevant to general aviation."

3. The General Aviation Market • As part of the project SEAPLANE, BMT Transporet Solutions and UNICONSULT carried out a small market study into General Aviation's (GA) potential, looking at GA pilots' requirements especially when travelling abroad • The focus was on pilots in Northern Germany (35 pilots replied) • One result: The GA market is limited - no growth in numbers of pilots and population in general • Can/will other factors lead to an increase of GA Tourism or GA Business? Some quantitative results and trends: Share of General Aviation traffic in Northern Germany: Hobby: 67%, Training: 16,5% Business 16,5% Number of pilots in Northern Germany: 26.000 The decrease in the number of GA pilots has stopped Flight associations are still losing members, but the average number of persons per flight has increased from 2 to 2,5 - 3 persons

4. General Aviation: Basic motivation for flying • Main result of pilot requirements survey: Flying and everything around flying is more important than the destination and its attractions

5. General Aviation: Importance of attractions • Of all attractions, Places with flight-historical interest top the list. Historic sites, Nature and meetings are also often mentioned. Family-related tourism, attractions for kids, and wellness are considered rather unimportant

6. General Aviation: Factors influencing airport choice • Good information about the airport is the most important factor for airport choice – followed by credit card acceprance and safe A/C parking • Some survey respondents suggested a central GA information portal

7. Rationale for a GANET portal • Online information about airports and especially the destination is today is often patchy and considered not too reliable – a good entry point is missing • Small Airports may find the cost and complexity of providing up-to-date information on their own web site too high – a portal offers economies of scale, be a cheaper and more convenient than maintaining own website • Some portals exist, they are mainly focused on airport technical information (e.g., www.eddh.de – see screenshot).

8. GANET portal: interfacing airport and destination GANET Portal Member airport • Destination Technical information Contextual Information (services at or near AP) Individual airport page Summary Information on destination Features Attractions Services Events… Transport

9. GANET portal: web traffic sources, and features Traffic from General Aviation-related portals (ca. 10%, high relevance) GANET home: entry point for GA tourism and business services Clickable map Search for (attractions + other criteria) Traffic from travel-related general portals (ca. 5%, good relevance) Member airport pages 1-n Structured information about the AP and the destination, incl. the interface (local travel, taxis, rental, accommodation etc.) Structured information about the AP and the destination, incl. the interface (local travel, taxis, rental, accommodation etc.) Structured information about the AP and the destination, incl. the interface (local travel, taxis, rental, accommodation etc.) Traffic from search engines(ca 75% low to medium relevance) Marketing and information regarding GA business services (link to technical pilot information, promote GA flight capacity, events, venues, etc.) Marketing and information regarding regional tourism service providers near Airports (links to attractions, public transport, car hire, accomodation…) Traffic from regional and municipal public destination marketing organisations(ca 5%. medium relevance) Other links (ca 5% medium relevance)

10. GANET portal: basic information on airport page • Where and how far is the nearest town? (map) • How do I get there? Are there regular bus services, taxis, bicycles for rent? • Is it safe to leave the plane at the airport (and at what cost)? • What kind of accommodation exists near the airport? • Is there a restaurant or shop at the airport? • What kind of things can I do at the destination (just annotated links to service provider information on other sites – requires periodic link validation) ------------------------------------ • Link to external airport technical information (e.g. www.eddh.de) • Link to regional or municipal destination marketing site ------------------------------------- • Syndicated information (e.g., event calendar) Destination AP Attraction 1 Attraction 2

11. Critical success factors for the GANET portal • GANET needs many airports (+20). Total European coverage is not vital if some larger destination regions or countries are well-represented. • Data provided have to be correct and up-to date. (Wrong information is worse than no information) • All airports should must regularly update GANET information (or the regions, or someone else nominated by airports) • An easy-to-use web interface must be provided to enter and maintain information • The GANET portal will also need a (part-time) editor to validate information, market and further develop GANET, and provide support to APs • The GANET portal needs sufficient traffic to 'make a difference'

12. Approach towards GANET implementation • A group of airports is needed to form the nucleus of a GA destination marketing network and promote the concept to other airports • Airport feedback will show whetherthere is real interest • The motive for GANET: Participatingairports should see their offers as complimentary, want to marketthemselves better, and think of developing new services or attractions • For an efficient operation, the organisation behind GANET should have a light footprint and may be hosted by an existing organisation (BMT would be prepared to assume this role) • Regions may (partly) reimburse GANET airport fees as the portal brings more tourists • Additional funding from EU structural funds for priority areas may help mitigate the cost of setting up and running GANET Planned aircraft hotel at Kristiansand airport

13. GANET: the way forward Agree on GANET portal concept -- committed APs market to other APs Find at least 20 GA APs for launch (€1000 each) Design Top level and AP page structure AP feedback - Implement GANET design in Typo3 Build slim organisation - Market GANET portal to more APs • Use exisiting contacts and networks to inform APs (and regional owners) about the concept and win commitment by as many as possible (Avinor, European Airlink Association, AOPA, others?) • Member Airports must regularly update GANET information (or nominate someone to do the job), to maintain an overall quality level • Online and print publications will be used to inform about GANET, raise interest by APs so they want to be part of it • A slim organisation (first a hosted function, run e.g. by multi-client project) is needed to maintain and market GANET • Member APs identify local commercial partners (service offers and advertising) to contribute to GANET running cost. (European Airlink Assoc. research indicates that many private service providers are prepared to pay up to €100 per year for exposure on the site)

14. GANET: the financial side (estimate) Costs Revenues GANET design: €10.000 Implementation: €10.000 20 launch APs: contribute €1000 each (one-off) €20.000 €8.000 Estimate year 1: €5.000 Estimate year 2: 30 partners, €200 p.A. 10 new Partner APs €800 each GANET office (maintenance & marketing incl. consumables) year 1: €13.000 10 new member APs: pay €800 on entry All member APs: €200 for each consecutive year (discount possible) YEAR 2 YEAR 1 GANET office (maintenance & marketing incl. consumables) year 2: ca €14.000 Third party revenues from AP pages remain with partner AP to offset GANET costs Third party revenues on toplevel pages go to GANET office

15. BMT Transport Solutions GmbH www.bmt-ts.com Detlev Fischer Phone: +49-40-36 47 80 Fax: +49-40-36 47 99 e-mail: df@bmt-ts.com Stay in touch with BMT!