AIA’s 10th Airline Marketing Workshop – held at the Municipality of Athens’ “TEXNOPOLIS” - was an anniversary event on the occasion of the 10 years since AIA established this fruitful get-together between the airport company and its airline partners. As every year, this year’s workshop proved to be a unique communication opportunity, attracting 200 airline representatives and including topics such as the 2009 market overview, the global economy and airports, Athens International Airport’s impact on the Greek economy, modern means of communication, airlines’ passenger reward programmes, etc.

In the course of the event, Athens International Airport presented its annual awards to the airlines that succeeded in recording the highest increases in passenger numbers during 2009, a very challenging year for the global industry. It is worth noting that, in the previous year, Athens International Airport was the only major European airport to record an increase in flights (+5.4%). Furthermore, with a passenger traffic decline of only 1.5%, it ranked in the 2nd place amongst major European airports.

The airline awards, as per respective category, were the following:

A. Best Performing New Airline Award
- Baboo was awarded for recording in 2009 the highest passenger traffic numbers, among all newcomers that launched scheduled operations in 2008.
Β. Best of the TOP-10 Airlines Award
- Emirates was awarded as the overall fastest growing airline operating at AIA in 2009, among the 10 airlines that recorded the highest passenger traffic volumes.
C. Fastest Growing Airline in a Thin Route Award
- Bulgaria Air received the award for achieving the highest percentage annual passenger growth in 2009.
D. Fastest Growing Airline / Seasonal Routes Award
- Air Baltic received the award for achieving the highest percentage passenger growth in the summer period of 2009.
E. Fastest Growing Airline Award per geographical region (Highest percentage passenger growth, 2008 - 2009)
- Aegean Airlines was awarded as the fastest growing airline for Western Europe.
- LOT Polish Airlines was awarded as the fastest growing airline for Eastern Europe.
- Emirates was awarded as the fastest growing airline for the Middle East.
- Delta Airlines was awarded as the fastest growing airline for America.
- Aegean Airlines was awarded as the fastest growing airline for the domestic region.
- Aegean Airlines was awarded as the fastest growing airline for Africa.
- Aegean Airlines was also awarded for presenting the highest passenger volumes increase at Athens International Airport in 2009.

Guest speakers in AIA’s 10th Airline Marketing Workshop were Messrs Titos Simitzis, Managing Director, Alternative Research Solutions, Nigel Newman, Goldman Master Trainer – De Bono Thnking Systems, and Petros Petrogonas, Strategic Planning Director, Leo Burnett.

According to PhoCusWright, Scandinavian countries (defined in their research as the combined travel markets of Denmark, Norway and Sweden) collectively rank sixth in terms of travel spend throughout the European travel market. But it’s the online penetration throughout the region - 45 percent - that makes these markets the ideal next step in Viator’s strategy to expand its European footprint.

The four new local language sites have been developed to more directly assist travelers from these regions in planning their destination tours and activities in advance of travel.  Viator.com successfully launched its first three local language sites in June 2009 - French, German and Spanish. By the end of 2009, these sites were contributing as much 30 percent of the gross bookings to some of Viator’s top 10 destinations.  As with Viator’s first three local language sites, the four new sites are available to Viator affiliate partners.

“It is remarkable that three of these countries collectively rank sixth in travel bookings across Europe and beat out the UK in online travel sales, with the highest online adoption across Europe,” said Patrik Oqvist, managing director of Viator Europe, based in London. “We are excited to be entering all four of these important markets, a clearly receptive audience, enabling not only Viator but our suppliers and affiliate partners alike to more effectively target this savvy group of travelers.”

Viator’s multi-language content system ensures the translated information is properly published and fully synchronized across the new local-language platforms. This technology, along with consistent Viator branding as well as the ability to book in each region’s local currency will ensure a smooth customer experience for the Danish, Dutch, Norwegian and Swedish-speaking travelers.

Cristal Hotels and Resorts’ surge to the top of the rankings is a significant achievement as it outperformed more well-established 5-star hotels despite having started operations only in July 2009. Month-to-date occupancy of 5-star properties, most of which have been in the market for more than 10 years, stood at 76 per cent during the same period. Moreover, after its opening, Cristal Hotels and Resorts was able to achieve an average occupancy of 80.35% from August 31 to December 31, 2009.

Peter Blackburn, General Manager, Cristal Hotel Abu Dhabi, said: “2009 was a remarkable year for us despite starting operations only around the third quarter and we are pleased to have carried the momentum through to 2010. As UAE residents and citizens often prefer to stay in local brand hotels, Cristal Hotel has introduced a new brand of hospitality with a distinct local taste, which has been a key factor in our consistently strong market performance.”

“The high-level occupancy we have achieved is a strong manifestation of how our guests appreciate our efforts to maintain the exceptional quality of our hotel offerings and services. On account of Cristal Hotel’s key focus on business tourism, we are particularly pleased to have seen an increasing number of business guests over the past few months. With government-led tourism initiatives expected to boost room demand in 2010 and beyond, we are confident that Cristal Hotel’s growing reputation as a quality-driven hospitality destination will enable us to sustain our strong performance in line with the increasing market demand,” added Blackburn.

Located at the heart of Abu Dhabi’s business district, the 4-star Cristal Hotel caters to both business guests and tourists and is one of the few completely dry hotels in Abu Dhabi. Cristal Hotel offers a total of 192 rooms and suites, all equipped with high-speed internet connectivity, executive desk and IDD interactive telephone with voice mail. Other premium facilities of Cristal Hotel include an executive lounge, the exclusive Cristal Spa, an in-door swimming pool, sauna, and a beauty salon.

Cristal Hotel is also fully equipped with a full range of business facilities, including a business centre with full secretarial services and touch-screen workstations, five multi-purpose meeting and conference rooms, an executive lounge, and state-of-the-art audio visual equipment. In addition, the meeting rooms and business centre offer an excellent view of the city’s skyline.

“Our research indicates that there is a close relationship between movements in rooms revenue performance and total revenue performance for both UK provincial and London hotels. However, our analysis also indicates that London hoteliers have the ability to adjust fixed costs more quickly in response to changes in revenue performance, whereas provincial hotels have been less able to mitigate falls in revenue with cost reduction” said Jonathan Langston, managing director, TRI Hospitality Consulting.

In 2010, achieved TrevPAR (total revenue per available room) and GOPPAR (gross operating profit per available room)  performance in the provinces is forecast to decrease by 2.0 per cent and 3.2 per cent respectively, with an increase in TrevPAR and GOPPAR projected for 2011, of 4.0 and 9.1 per cent on 2010, as the provinces start the process of recovery. Just as the gearing effect of fixed costs caused large falls in 2009, so it will produce growth in 2011.

For the London hotel market, TRI forecasts a 2.8 per cent increase in TrevPAR and 3.5 per cent increase in GOPPAR in 2010. In 2011, TRI forecasts an increase in TrevPAR of 4.8 per cent and GOPPAR of 7.0 per cent on 2010, based on the belief that London hoteliers will be able to continue to capitalise on increases in TrevPAR performance on a more tightly controlled cost base and enhanced profitability.

2010 will be a tough year for provincial hoteliers as domestic consumers restrict spending according to the latest forecasts from TRI Hospitality Consulting. The increase in VAT, rising unemployment and virtually inevitable stringent government spending policy (post-election) are expected to reduce the domestic consumer’s spending power. It is likely that in 2010, provincial hotels will experience pressure for further rate reduction from the leisure market in order to maintain domestic demand in this sector, with a particular focus likely to be on lower-rated business, such as group tours.

TRI anticipates demand from commercial-related markets to be similar to 2009 levels, as businesses seek to consolidate their position in the current economic climate. “Historically, the UK provincial hotel market has experienced a lag in recovery, relative to GDP recovery. It is likely that corporates will continue to operate on tight accommodation/travel budgets, with little or no scope for hoteliers in the provinces to enhance rate to the commercial sector” commented Langston.

For 2010 TRI forecasts occupancy to stabilise, up just 0.1 percentage points from 2009, in combination with continued rate decline, of 1.6 per cent, from 2009 levels. The view that hoteliers will continue to reduce rate in order to maintain occupancy in the provinces results in a 1.4 per cent reduction in RevPAR.

For 2011, TRI forecasts RevPAR recovery to begin, but at a slow rate. Demand levels will increase, but average room rate recovery will be a gradual process, and a forecast of three per cent growth in RevPAR in 2011 is driven in most part by the 1.9 percentage point increase in occupancy on 2010 forecast.

London Forecast
In 2009, leisure-related demand from Europe effectively replaced the dramatic losses in commercial demand. Visit Britain forecasts a 0.8 per cent increase in inbound visitor figures this year, and TRI has assumed that leisure demand will remain robust in 2010, relative to 2009 levels, predicated on Sterling remaining weak throughout 2010.

Growth forecasts for UK GDP are between 1.0 and 1.5 per cent in 2010, which suggests a slow recovery. That said, London is a world-renowned business destination, and TRI expects some pick-up in demand from this sector, particularly considering that in the first three quarters of 2009 businesses dramatically reduced accommodation/travel spend to London in light of the recession.

“In November and December 2009, the London full-service hotel market recorded RevPAR growth as the rebound effect from the credit crunch and recession began to gain momentum” said Langston.

Overall, TRI forecasts the London hotel market to increase RevPAR by 2.5 per cent in 2010, primarily due to an increase in international commercial demand with leisure demand levels remaining similar to 2009. Based on this rationale occupancy is forecast to increase by 1.5 percentage points. In 2010, TRI also foresees minimal scope for London hotels to enhance rate with a 0.6 per cent post-recession increase, as hoteliers will focus on enhancing occupancy levels.

For 2011, TRI projects greater RevPAR growth, equivalent to 3.4 per cent on our 2010 forecast. This is underpinned by a continued increase in commercial demand levels, which will enable London hoteliers to optimise on higher rated business from 2009/10 levels, as the UK and overseas demand generating economies start to exhibit greater levels of growth. TRI forecasts an increase in room occupancy of 0.7 percentage points and 2.6 per cent rate growth on the predicted 2010 outturn.

‘Boarding Card Delights’ currently has 15 established brands as programme  partners, across five categories- Retail, Hotels, Dining/Restaurants, Lifestyle and Car Rentals.

To avail of this attractive offer, guests need to present their Jet Airways/Jet Airways Konnect/JetLite boarding cards, at the various partner establishments/outlets. Boarding cards generated through the Web, SMS and Kiosk Check-in, will be accepted along with the respective photo identification.

Dining/Restaurants
- InterContinental Hotel Group -Guests enjoy 10% off when they dine at participating restaurants and bars with the InterContinental Hotel Group in India.
- Radisson Hotel Khajuraho- 30% discount on food and beverages with the Radisson Hotel Khajuraho
- Country Inns & Suites by Carlson - 15% discount on Food and Beverages with select Country Inns & Suites by Carlson in India
- Domino’s Pizza-INR 100 off on purchase of INR 400 on all outlets across India
- Costa Coffee-All Jet Airways & JetLite fliers may avail of a flat 20% discount on Beverages & 10% discount on food at any Costa Coffee Outlet

Hotels
- Keys Hotels- Guests enjoy a third night’s free stay at all Keys Hotels in India. Keys hotels are open at Trivandrum, Hyderabad, Lonavala and Ludhiana and will open in April at Bangalore.
- Radisson Hotels & Resorts- Guests enjoy special rates, discounts and benefits with Radisson Hotel Delhi, Radisson Hotel Chennai and Radisson Hotel Pune Kharadi
- The Park Hotels- Guest may avail of double JP Miles, complimentary room upgrades, 15% discount on food and beverages and other services and more with The Park Hotels
- Fortune Hotels- 15% discount on food and beverages when guests stay at participating Fortune Hotels
- ITC WelcomHeritage- Guests enjoy a third night’s free stay on select Heritage Holidays Packages at ITC WelcomHeritage

Retail
- Tresmode-10% discount at all tr’esmode exclusive outlets
- Crossword-10% discount on purchase of books worth Rs.1000
- William Penn-10% off on select fine writing instruments brands at all William Penn outlets

Lifestyle
Jean-Claude Biguine Salon & Spa- Guests receive a complimentary Foot Massage on a Hair Cut or complimentary Hairstyling on a Spa Service at Jean-Claude Biguine Salon & Spa India.

Car Rentals
- Avis- Guest enjoy 20% off on rack rates on chauffeur driven rentals at participating locations in India
- Hertz- Guests enjoy a FREE One Car Class Upgrade at participating Hertz locations in India.

The agreement ensures that Austrian Airlines’ schedules, fares, last seat availability and associated inventory available through Amadeus will be the same and under the same conditions as in all other direct or indirect sales channels, distribution systems or websites worldwide. Amadeus is one of the most important distribution partners of Austrian Airlines.

Christina Debbah, Vice President Global Sales & Distribution, said the following: “With this new agreement, Austrian Airlines will have competitive and cost effective distribution by using Amadeus as a partner both in Austria and in our international markets.”

“This is an important step in our strategy to secure sustainable and long-term content agreements with leading airlines worldwide,” commented Philippe Chereque, Executive Vice President, Commercial, Amadeus. “We are very pleased with this agreement as it recognises the crucial importance that long term content agreements bring to airline and travel agency partners alike.”

Continental’s addition as an SACP member will be welcome news for existing SACP members. From London Heathrow, the airline operates a three-times-daily direct service to its New York hub at Newark Liberty International Airport, plus a twice-daily service to Houston.  The airline will add a fourth daily service from London Heathrow to New York effective 28 March 2010 and a fifth daily service effective 31 October. In addition, Continental operates non-stop services to New York from Belfast, Birmingham, Bristol, Edinburgh, Glasgow and Manchester, as well as Dublin and Shannon, serving more cities in the U.K. and Ireland than any other trans-Atlantic airline.

SACP members can choose to depart from Aberdeen, Belfast, Birmingham, Bristol, Dublin, Edinburgh, Glasgow, London-City, London Gatwick, London Heathrow, Manchester, Newcastle and Shannon, confirming Star Alliance Company Plus as the leading SME loyalty programme in the UK. In addition to its UK network, Continental adds a range of further destinations across the US to the Star Alliance Company Plus network.

An additional bonus for SACP members is that effective 2 June 2010, all aircraft scheduled for Continental flights departing Heathrow will feature all new, flat bed seats in BusinessFirst, the airline’s business-class cabin.

The announcement means a trio of ships will be based in Europe next summer including newest and largest ship Norwegian Epic which will sail Western Mediterranean itineraries, whilst Norwegian Jade will sail the popular seven-night Venice and Greek Isles sailings.

Stephen Park is general manager at Norwegian Cruise Line, “Our summer worldwide 2011 deployment is filled with exciting itineraries and new choices, so that our guests can enjoy Freestyle Cruising to a fantastic variety of destinations around the world during the popular summer travel season.“

UK guests and travel agents will be able to pre-register their interest in summer 2011 / 2012 sailings by visiting ncl.co.uk and a Norwegian Cruise Line representative will contact them once more details are available.

In Alaska, Norwegian Pearl and Norwegian Star will sail seven-day Glacier Bay and Sawyer Glacier cruises respectively, both from Seattle, Washington and Norwegian Sky will continue sailing three-and four-day cruises to the Bahamas year-round from Miami through April 20, 2012.

Norwegian Jewel will continue her year-round deployment in New York sailing seven-night Bahamas & Florida itineraries through to April 2012. Norwegian Jewel will offer Nickelodeon™ at Sea exclusive on Norwegian Cruise Line and will feature Nickelodeon-themed family programming on all sailings where guests will have the opportunity to experience character meet and greets and take part in interactive game shows.

Continuing its ongoing commitment to Bermuda, Norwegian Cruise Line is also deploying Norwegian Gem from New York for the first time and Norwegian Dawn from Boston.

Designed by East China Architectural Design Institute, the hotel will be located in the central business district, 45 minutes from Chongqing Jiangbei International Airport and an eight-minute walk from the Chongqing People’s Liberation Monument, the commercial centre of the Yuzhong District and the largest pedestrian street in Western China.

Contemporary yet classically styled, the hotel will feature the largest standard guestrooms in the city with a minimum room size of 45 square metres. Guestrooms will feature urban views, and upper floor guestrooms as well as the Horizon Club executive lounge will feature river views. In addition, the hotel will offer a diverse range of dining and entertainment options, including a Chinese restaurant, specialty restaurant, lobby lounge and an all-day dining outlet, in addition to a spa and health club, swimming pool, lounge, hair salon and an entertainment centre.

The new Shangri-La hotel will have 2,000 square metres of meeting and banqueting space, including a 1,000-square-metre ballroom with 12-metre high ceiling, which will be the largest ballroom in the city, complemented by 10 function rooms to cater to different event requirements. A business centre with multi-purpose function rooms will also be available to suit the needs of corporate clients and meeting organisers.

“As one of mainland China’s most robust economies and with the strong economic ties between Chongqing and Chengdu, where we already have the Shangri-La Hotel, Chengdu, it is a natural step for Shangri-La to open a hotel in Chongqing to further strengthen our presence in the region. As China’s largest luxury hotel group, we look forward to bringing world-class hospitality experiences to business and leisure guests in Chongqing,” said Madhu Rao, managing director and chief executive officer, Shangri-La Hotels and Resorts.

A renowned ancient Chinese city with more than 3,000 years of history, Chongqing is located on the banks of the Yangtze and Jialing Jiang rivers, and filled with scenic and picturesque hills and mountains. With over 30 million citizens of Han nationality and 49 other ethnic minorities, Chongqing is a hub of cultural diversity and is the birthplace of the Bayu culture, a special ethnic culture found along the upstream of the Yangtze River. Chongqing’s pillar industries include machine building, metallurgy, chemicals, environmental protection, food and tourism.

Hong Kong-based Shangri-La Hotels and Resorts, Asia Pacific’s leading luxury hotel group, currently owns and/or manages 65 hotels under the deluxe Shangri-La and mid-market Traders brands, with a rooms inventory of over 28,000. The group has over 40 projects under development in Austria, Canada, mainland China, France, India, Macau, Malaysia, Philippines, Russia, Qatar, Seychelles, United Kingdom and the United States.

But the destinations are already proving so popular that British Airways is now planning to increase the schedule from three to five flights a week to Palma and from three to four flights a week to Ibiza during July and August.

Travelling direct from London City on the brand new Embraer 190 aircraft, passengers can be on the beach in the Balearics in less than three hours. British Airways also offers an exciting range of hotels in Majorca and Ibiza to suit customers’ tastes and budgets.

It is the first time British Airways has operated leisure-only flights from London City but there is a growing demand for flights to the sun, particularly with customers looking for short breaks.

The initial three-times-a-week service will operate on Friday, Sunday and Monday, offering an ideal schedule for passengers looking for a weekend or longer break. The extra Majorca flights will operate on Tuesdays and Thursdays and the extra Ibiza flights on Wednesdays.

Luke Hayhoe, commercial manager for BA CityFlyer, said: “We are delighted with the response from passengers and our forward bookings demonstrate their commitment to these new leisure routes. It was always our intention to increase the frequency if the demand was there, now less than a month after announcing the new routes we can fulfil that promise.”

British Airways is also increasing frequency of flights to Edinburgh from London City, with seven flights a day from capital to capital from March 29. Hotels in Edinburgh by British Airways are ideal for exploring this fascinating city.