In September, Shannon Airport was recognised as best airport under four million passengers at the World Routes Awards 2014.
For the perfect example of an effective route marketing strategy, look no further than Shannon Airport. In September, it won best airport under four million passengers at the World Routes Awards 2014, which recognise excellence in airport marketing. This was appropriate recognition of the tireless approach taken by the airport’s team since its independence.
Last year, its first as an independent entity, was all about consolidation for the airport and halting the five-year decline in passenger numbers, which it successfully achieved. This year, by contrast, has been all about growth and Shannon Airport is looking at a double-digit increase in passenger numbers.
“Winning at the World Routes Awards is an amazing achievement for Shannon, not least so soon after it was made an independent entity. It’s not just the winning of the award, but also the fact that the awards are decided on by the airlines themselves. Airlines are a key constituent and this shows Shannon is turning a lot more heads now,” Neil Pakey, CEO Shannon Group, commented. “It has not been achieved without hard work, however, and there is a lot more of that ahead of us, but the World Routes award is outstanding recognition for our team at Shannon. It sends a clear message to them that they are very much on the right track and we continue to remain there.”
Shannon Airport is unique both in its location and its place in the history of world aviation. Situated at the most westerly point of Europe, it is synonymous with innovation, including the world’s first duty free shop (opened in 1947) and Europe’s first full US Customs and Border Protection (CBP) pre-clearance facility, which opened in 2009.
Gateway to the Wild Atlantic Way
Ryanair is strengthening its winter schedule from Shannon Airport with the addition of further capacity from the end of October, including a daily Manchester service.
The tourism potential of Shannon is clear. Pakey explained that Shannon Airport is the key gateway for the Wild Atlantic Way – the 2,500km route along the Atlantic coast from Cork to Donegal, which provides an unforgettable experience, showcasing the scenery and unique features of the Atlantic coast of Ireland. Tourism Ireland figures show a double-digit increase in the number of visitors to Ireland in the first six months of 2014, emphasising the potential of the Wild Atlantic Way. “The 10% increase across the board nationally is very welcome and we have definitely witnessed that here on the ground across the West of Ireland. Our passenger numbers at Shannon for the first six months of the year have even outpaced the national average as we are up by 15%,” Pakey said. He added that “there is huge opportunity for further growth with the Wild Atlantic Way, which Shannon is the key gateway airport for given that we provide US, UK and European services.”
Among the most recent route developments, Ryanair is strengthening its winter schedule from Shannon Airport with the addition of further capacity from the end of October. It is adding a daily Manchester service, replacing a three times weekly Liverpool service, and a weekly Kaunas service, as well as extra flights to London Stansted. This raises to 11 the total number of Ryanair services from Shannon this winter – six more than the previous winter season. The new routes operated by Ryanair from Shannon this winter are Paris, Berlin, Fuerteventura, Warsaw, Krakow, Manchester and Kaunas. These are in addition to existing services to London Gatwick, London Stansted, Lanzarote and Wroclaw.
The myriad successes Shannon Airport has achieved in its short time as an independent entity are testament to the proactive approach and dedication of its team, and it certainly seems that there will be no let-up in that momentum.
