Liverpool John Lennon Airport

Enabling Liverpool Airport to market it's competitive strengths to target airlines

Executive Summary

Liverpool John Lennon has been one of the fastest growing Airports in the UK, with 5 million passengers passing through its gates in the past year alone.

Blue Air has added new scheduled services to Alicante, Milan, and Rome whilst other new routes include Ryanair’s services to Prague, Bari and Girona, Wizz Air’s new route to Lublin and TUI’s new service to Ibiza.

Liverpool Airport has been using RDC’s fare, yield and profit data to help fuel this growth. RDC, through its Apex platform, provides Liverpool Airport with network wide performance data for over 50 airlines. Network strengths can be shared with target airlines and the airport works with airlines to identify other profitable opportunities.

Challenges

There are around 200 airports in Europe with over a million passengers, all vying for the attention of a small number of airlines.

How can an airport ensure that it is able to put itself ahead of the queue? It’s not easy unless there is a compelling business case and in order to do this an airport has to have access to the best data available to prove to airlines that they can operate profitably.

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RDC’s fare and profit data gives us a full understanding of the performance of airlines at our airport and at competitors. We no longer need to rely solely on what airlines are prepared to tell us.

Paul Winfield, Director of Aviation Development | Liverpool Airport

Why RDC?

RDC provides Liverpool Airport with network wide fare, yield and profit data for over 50 airlines through access to the Apex platform. The airport uses the data to:

  • Analyse route performance at Liverpool
  • Analyse routes at competitor airports
  • Shortlist new opportunities
  • Target new airlines

The airline has successfully used RDC's data to add more routes and new airlines – directly contributing to passenger growth as well as revenue and profit increases.

The Future

RDC has helped Liverpool bring on a number of new routes for 2018, with new flights to Milan Malpensa by Ryanair and a handful of new routes including Venice, Pula, Dalaman by easyJet, bringing their total up to 8 aircraft.

In addition Blue Air will also introduce services to Palma and Malaga

RDC continues to help to support Liverpool in their ambitious growth plan

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Since we started working with RDC, Liverpool has delivered over 30 scheduled flights in three years. The data is now integrated into all of our airport marketing and has helped us attract new airlines to Liverpool Airport.

Paul Winfield, Director of Aviation Development | Liverpool Airport