1 bmt transport solutions gmbh - ganet concept presentation - september 2006 general aviation...

1 BMT Transport Solutions GmbH - GANET concept presentation - September 2006

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


"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."

What is GANET?


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

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:


General Aviation: Basic motivation for flying

0,00

0,50

1,00

1,50

2,00

2,50

3,00

3,50

4,00

Exprience offlying

Experiencingairports,

talking to staffthere

Discoverattractions atdestination

Get togetherwith other

people fromclub

Meet otherpilots at

destination

Relax at thedestination

Activities(walking,

sailing etc)

Being togetherwith the falily &

kids

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

1,6

1,8

2,0

Relevance (0=lowest, 4=highest)

Standard deviation

Main result of pilot requirements survey: Flying and everything around flying is more important than the destination and its attractions


General Aviation: Importance of attractions

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

4,0

Places withflight-

historicalrelevance

Historic sites Natureresorts

Meetings ofcollectors,fans etc

Family andamusement

parks

Musicfestivals

Markets, fleamarkets

Attractionsfor kids

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

1,6

1,8

2,0


Standard deviation

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


0,00 0,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00

Good internet information about AP

AP accepts credit cards

safe parking space for A/C

Handling is unbureaucratic

Good fuelling service / cheap fuel

Ground staff is friendly

Link to MET and AIS

Long opening hrs

AP close to city

low AP charges

Avgas available

AP accepts Euros

Absence of mandatory flight service information staff

Level runway

Easy approach

Staff speaks German

Low traffic level at AP

Avail. of scheduled flights to AP


Standard deviation

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


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).


Destination

Features Attractions Services Events…

GANET portal: interfacing airport and destination

Member airport

GANETPortal

ContextualInformation

(services at or near AP)

Transport

Technical information

SummaryInformation

on destination

Individual airport page


Clickable map

Structured information about the AP and the destination, incl. the interface (local travel, taxis, rental, accommodation etc.)


GANET portal: web traffic sources, and features

GANET home: entry point for GA tourism and business services

Search for (attractions + other criteria)

Member airport pages 1-n


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 search engines(ca 75% low to medium relevance)

Traffic from General Aviation-related portals(ca. 10%, high relevance)

Traffic from travel-related general portals(ca. 5%, good relevance)

Traffic from regional and municipal public destination marketing organisations(ca 5%. medium relevance)

Other links(ca 5% medium relevance)


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


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'


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


GANET: the way forward

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)

Find at least 20 GA APs

for launch (€1000 each)

DesignTop level and AP page

structure

AP feedback - Implement

GANET design in

Typo3

Build slim organisation -

Market GANET portal to more APs

Agree on GANET portal

concept -- committed

APs market to other APs


GANET: the financial side (estimate)

20 launch APs: contribute €1000 each (one-off)

All member APs: €200 for each consecutive year (discount possible)

10 new member APs: pay €800 on entry

€20.000

€8.000

Estimateyear 1:€5.000

Estimateyear 2:30 partners,€200 p.A.

10 newPartner APs€800 each

Third party revenues from AP pages remain with partner AP to offset GANET costs

Third party revenues on toplevel pages go to GANET office

GANET design:€10.000

Costs Revenues

Implementation:€10.000

GANET office (maintenance & marketing incl. consumables) year 1: €13.000

YE

AR

2

YE

AR

1

GANET office (maintenance & marketing incl. consumables) year 2: ca €14.000


Stay in touch with BMT!

BMT Transport Solutions GmbH

www.bmt-ts.com

Detlev Fischer

Phone: +49-40-36 47 80

Fax: +49-40-36 47 99

e-mail: [email protected]

1 bmt transport solutions gmbh - ganet concept presentation - september 2006 general aviation...

Documents

general aviation market

bmt transporet solutions

ga business

general canwill

number of ga pilots

ga market

ga pilots requirements

general aviations ga