Creative Marketing Techniques to Improve Revenue Generation Partnerships

Airports have relied on traditional revenue streams such as terminal rent, landing fees, parking, and concessions to operate and maintain their facilities. As operating costs continue to rise, many airports face increasing difficulty in meeting funding needs solely by these traditional revenue sources. New digital tools, such as big data (high-volume, high-velocity, and high-variety information assets) and targeted advertising (which provides contextually relevant information to passengers in real time) are already being used by airlines and other companies, and may provide new opportunities for airports. In addition, airports may be able to take advantage of their existing relationships with various stakeholders (e.g., airlines, concessionaires, corporate partners) to increase revenue. However, there is little research and guidance for identifying and applying these new synergistic revenue-generating opportunities at airports. The objective of this research is to develop a guidebook to help airport industry practitioners use innovative marketing techniques to maximize revenue. The guidance should reflect the needs of non-, small-, medium-, and large-hub commercial airports; general aviation airports; and corporate aviation airports. The guidance should also enable practitioners to develop techniques to meet their unique situation and requirements, and should address, at a minimum, the following topics: (1) Strategic Partnerships; (2) Data Sources, Collection, and Analysis; (3) Integrated Marketing; (4) Execution/Implementation.

Language

  • English

Project

  • Status: Proposed
  • Funding: $300000
  • Contract Numbers:

    Project 01-39

  • Sponsor Organizations:

    Airport Cooperative Research Program

    Transportation Research Board
    500 Fifth Street, NW
    Washington, DC    20001

    Federal Aviation Administration

    800 Independence Avenue, SW
    Washington, DC  United States  20591
  • Project Managers:

    Navarrete, Joseph

  • Start Date: 20190429
  • Expected Completion Date: 0
  • Actual Completion Date: 0

Subject/Index Terms

Filing Info

  • Accession Number: 01677205
  • Record Type: Research project
  • Source Agency: Transportation Research Board
  • Contract Numbers: Project 01-39
  • Files: TRB, RiP
  • Created Date: Jul 30 2018 3:03PM