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New Global Connections Available Through Airport
In July, the Capital Region International Airport (CRIA) announced five exciting new destinations to international and domestic locations: Cancun, Jamaica, Las Vegas, Orlando and Fort Myers. Having worked very closely with the dedicated staff at the airport for over a year, I now know of the tremendous effort required to secure new service for area residents and business travelers.
Nicole Noll-Williams, director of regional market development, is responsible for many activities at the airport, including passenger travel. She and airport authority Executive Director Bob Selig travel the globe to meet with airline executives, promoting Lansing’s airport and encouraging them to provide service through our airport. Below are more details as to what goes on behind the scenes to land new air service here in the Greater Lansing area.
Case: How long have you worked for the airport?
Noll-Williams: I have been employed at the airport since June 2004 and have over 20 years’ experience in the travel industry. As the director of regional market development, my primary responsibility is the development of air passenger business including the management and implementation of community promotions and sponsorships and various advertising programs within a designated market service area.
Case: What was the biggest challenge to land Sun Country Airlines and Apple Vacations® for the new destinations that will be starting this fall?
Noll-Williams: Our negotiations with Sun Country Airlines and Apple Vacations® were successful because we were able to justify the need for additional service by showing an engaged community and an airport willing to work cooperatively with the airlines. Using historical passenger data, we were able to demonstrate that our central location pulls passengers from the entire state. Building on the success of the 2009-2010 season, next season Apple Vacations® will expand Cancun service from 15 to 74 nonstop flights and will add 19 nonstop flights to Jamaica. In addition, Sun Country Airlines will add nonstop flights to Orlando, Fort Myers and Las Vegas. These new services will begin December 22, 2010.
Case: What is actually involved in courting airlines?
Noll-Williams: Whenever there is an announcement of new air service, you can be certain that an incredible amount of work went into securing that agreement. The courting of airlines requires continuous contact with airline representatives to have them review passenger reports and other studies for travel patterns in the region. Airlines need to be kept aware of changes in the regional economy and how those changes affect both passenger and cargo traffic. Our objective is to provide airlines with a constant flow of information about the Lansing market so that they can determine Lansing’s fit in their current and future route schedules.
Airlines are making decisions on existing and future markets at an alarming rate, so it is crucial that they have readily available current information to assist in the decision process. Air service development is not a one-shot event—the overall process may take months or years of multiple meetings at conferences or at the airline headquarters. Development of a relationship among a carrier, the airport and community leaders is essential before service comes to fruition.
Case: Is there anything different involved when working on international flights?
Noll-Williams: Definitely. Whether we are discussing domestic or international service, each expansion of service involves a whole new set of priorities to be considered. As an illustration, with the inauguration of international service from Lansing, it was essential to establish a United States Customs Border and Protection Federal Inspection Station at the airport.
Lansing has now become the only facility in the state, outside Detroit, capable of processing 200 passengers within an hour. This gives Lansing a significant advantage in the competitive air service market. Also, having an open line of communication with the port director and customs officers was essential in expanding service to Cancun and Jamaica with Apple Vacations® and Sun Country Airlines.
Case: What activities are you involved in between the time the flights are announced and when the departures begin?
Noll-Williams: Working with Apple Vacations® and Sun Country Airlines, we will implement the regional and statewide marketing plans to promote the new services. We will use all forms of media including billboards, radio, TV, print and social media, to ensure that the public is aware of all the services available at the Capital Region International Airport.
I will represent Apple Vacations®, Sun Country and the airport at special community events throughout Michigan, informing potential travelers of the nonstop service to the new destinations. We are very fortunate to have extremely productive working relationships with the travel agencies. The success we experienced last year happened because of the excellent work done by our agency partners. In fact, approximately 83 percent of all Apple Vacations® bookings last year were booked through a travel agent.
Case: Are you working to bring any other airlines to Lansing?
Noll-Williams: Absolutely. I continue to remain in contact with all domestic and international airlines that could potentially provide service to destinations that fit into the airport’s strategic plan, which includes scheduled and charter air service, corporate and general aviation and air cargo distribution. The airport’s air service retention and expansion plan for 2010 includes Delta Air Lines’ flights to Detroit and Minneapolis and United Airlines’ flights to Chicago.
By implementing the plan we will retain competitive airfares and improve service reliability while expanding domestic and international destinations. Airline service is essential to our community’s economic well-being because it facilitates commerce, attracts investments, generates employment, brings new visitors and brings customers to local hotels and other businesses.
Case: Where do you see international service from Lansing going in the next five years?
Noll-Williams: The success of the international initiatives thus far, including the runway extension, Port of Entry status, Federal Inspection Station, Foreign Trade Zone No. 275, the bonded warehouse at Port Lansing and international passenger charter service, give us reason to expect continued success over the years to come. Also, the community’s response to our first year of Cancun service makes me excitedly optimistic about future international air service from Lansing.
Adding and expanding air service and carriers is a critical economic driver for the entire region. While the charge is led by airport staff, it takes much time, coordinated effort and participation from multiple stakeholders from around the region including the business community. The addition of international destinations builds our region’s capacity to increase global commerce.
The next time Capital Region International Airport announces another new destination or carrier serving the region, you’ll know that airport staff have been working diligently behind the scenes to improve Greater Lansing’s appeal and economic future. Visit www.flylansing.com for more information on these exciting new destinations.
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Brent Case is the director of Foreign Trade Zone No. 275 and international market development at the Lansing Regional Chamber of Commerce. In this role, Case works with the Capital Region Airport Authority to increase the amount of global commerce being conducted in the Greater Lansing area. | ||
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