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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
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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."
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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
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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

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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

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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

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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).

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GANET portal interfacing airport and destination
GANET Portal
Destination
Member airport
Features Attractions Services Events
Contextual Information (services at or near AP)
Technical information
Summary Information on destination
Individual airport page
Transport
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GANET portal web traffic sources, and features
Traffic from General Aviation-related
portals (ca. 10, high relevance)
Clickable map
GANET home entry point for GA tourism and
business services
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)
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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
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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'

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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
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GANET the way forward
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
Agree on GANET portal concept -- committed APs
market to other 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)

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