From the second half of 2013 onwards, Athens International Airport has consistently achieved double-digit increases in passenger traffic. 18.1 million passengers were handled in 2015, representing year-on-year growth of 19%.
Athens International Airport is host of the 26th ACI EUROPE General Assembly, Congress & Exhibition. Its CEO Dr Yiannis Paraschis updated Ross Falconer on the airport’s latest developments ahead of the event.
Athens International Airport celebrated its 15th anniversary in March. In what ways are you commemorating the anniversary this year?
Dr Yiannis Paraschis, CEO Athens International Airport: Indeed, 2016 marks an important anniverstary for our airport. In March, we celebrated 15 years since the official opening of the airport, while in June 2016 we are celebrating the completion of 20 years since the official commencement of the airport concession, which took place in June 1996.
This entire period, highlighted by important moments and challenges, constitutes our passage from adolescence to maturity, especially during the last five years, which were marked by significant changes and global developments in the aviation sector, as well as the severity of the Greek macro-economic crisis. Athens International Airport demonstrated resilience, managing to gradually step from a negative 2011 to 2015, which was a record year in passenger traffic numbers.
Honouring this important year, as well as our role as a responsible citizen, special actions and programmes have been designed and implemented, taking into consideration:
- A special programme for Greek unemployed young people, and a support scheme for students and their families in adjacent communities facing hunger and food insecurity.
- Further demonstrating the attractiveness and popularity of Athens as a destination. To this effect, innovative destination marketing initiatives have been put in place.
- Last but not least, our partners and customers – the airlines, concessionaires and passengers. They are in the spotlight, with a special emphasis on further improving the passenger experience at the airport, via infrastructure enhancement, special art and culture programmes, and passenger-related initiatives.
What have been the biggest challenges and also the biggest achievements over the 15 years?
Dr Paraschis: Even before the commencement of our operations, our biggest challenge was to establish the correct business model for the airport company. A pioneering public-private partnership was developed, supported by two basic management principles: How to attract talent and people to put the systems in place, and how to make the correct strategic choices in order to support a new and flexible business model through highly challenging times.
There have been rewarding moments, such as the handling of the Olympic Games traffic in 2004, when we created an innovative off-airport process, setting an example for ‘Olympic’ airports in the future.
Finally, we also had to deal with the severe, negative impact of the economic crisis. After a booming decade, we witnessed a steep drop in air travel demand between 2008 and 2013. We immediately responded by formulating our business strategy in order to protect our model by reducing our operating cost, while maintaining the high level of services provided, while strategically adjusting our aeronautical strategy in order to support our airline partners. We are extremely happy that our choices have so far proved to be successful in counteracting the crisis.
Dr Yiannis Paraschis, CEO Athens International Airport: “2016 marks an important anniversary for our airport. In March, we celebrated 15 years since the official opening of the airport, while in June 2016 we are celebrating the completion of 20 years since the official commencement of the airport concession, which took place in June 1996.”
How are passenger numbers performing?
Dr Paraschis: As of the second half of 2013 onwards, passenger traffic is experiencing double-digit increases, indicating a highly dynamic recovery. In particular, 2014 ended with 15.2 million passengers (+21.2%), and 2015 passenger traffic reached 18.1 million passengers (+19%).
2016 seems to be a year of moderate growth. During the first five months, passenger numbers have increased by almost 10%, with demand for air travel, however, demonstrating at this stage a slower growth.
Can you please describe the Fly me to the Moon programme and how it is offering passengers and airport visitors a unique experience?
Dr Paraschis: Fly me to the Moon is what we call the passengers’ cultural ‘journey’ within the terminal, including concerts, performances, and other events performed by popular music groups and well-known artists. We commenced this programme in May 2013 and it revolves around two basic axes: Those of the cultural events and performing arts, coupled with interactive projects, where young artists get their inspiration from the airport environment, and invite passengers to an original musical, theatrical or dance experience.
This year, inspired by the second verse of the famous song, we introduced the new ‘Let me Play!’ section, inviting the public to play floor games in the airport terminal. With 27 concerts and 20 art events in the last three years, passengers have an alternative, fresh and original ‘flavour’ to add to their ‘Athenian’ airport experience.
In what other ways is Athens International Airport seeking to enhance the passenger experience?
Dr Paraschis: On the basis of the overall innovation we have sought to introduce since the opening of the airport, we listen to passengers and visitors through various surveys conducted on a daily basis. According to our research, the level of the overall service we provide scores extremely highly.
Between 2013 and 2017, we are totally revamping our commercial areas and security concepts in the Main Terminal Building. We have completed the Extra-Schengen area, increasing space for the retail offer by 25%, assisted by the centralisation of security and we are currently embarking on a similar project for the Intra-Schengen area. Furthermore, we are enhancing our customer focus based on state-of-the-art B to C concepts using digital technology.
Can you please provide some details regarding the ‘Speak Athenian. Be an Athenian’ digital campaign? In what ways is this bringing the Athenian experience to life and promoting Athens as a destination?
Dr Paraschis: The strengthening of the city’s attractiveness is of pivotal importance to us. We invest heavily in the promotion of Athens with a series of specific actions, programmes and collaborations that have already produced results.
This specific campaign was based on surveys and research on the Athens’ tourism product, and constitutes the third phase of the trilogy that started with the highly successful ‘PerhaΨ you’re an Aθenian too!’ campaign back in 2013. That campaign addressed a market of 170 million people in international airports around the world, followed by the ‘I’m an Athenian too’ campaign in 2015, and the ‘Speak Athenian’ campaign also in 2015.
Additionally, the campaign’s activation is taking place in the airport terminal and downtown Athens, via events and multiple offers to the visitors of the city, based each month on a different Athenian concept, ‘telling the tale of the live Athenian experience’.
What is your route development strategy? Are there any new destinations, or indeed airlines, that you are targeting?
Dr Paraschis: Having experienced significant developments and transformations in the Greek market in recent years, such as the acquisition of Olympic by Aegean, as well as the dynamic entry of Ryanair in the domestic market, our route development strategy is fundamentally geared around the support of all three basic categories of our airline partners – home-based, low-cost and visiting carriers. We incentivise them to develop, enhance and stimulate demand in strategic segments of the market, including transfer traffic, domestic traffic and international visitors.
More specifically, we are seeking to incentivise airlines to introduce direct long haul routes to/from North America, with the aim to exploit the full potential of a market that produces more than half a million indirect passengers annually and is currently limited to seasonal services. At the same time, we are targeting niche market opportunities in Western, Central and Eastern Europe, and thus LCCs that have a dynamic approach in developing secondary routes.
Moreover, we are working closely with our home-based carriers, promoting additional opportunities to increase existing performance, maximise air services and competitive air fares, and consequently enhance connectivity.
Last but not least, we have set our eyes to the East. We are interested in re-establishing direct routes to/from the Far East that were suspended during the years of recession, and also further developing our very strong Middle East network.
What airport incentives/marketing support does Athens International Airport offer to attract new routes?
Dr Paraschis: Athens International Airport’s incentives portfolio is one of the richest and most generous worldwide. It is a marketing tool kit which consists of two different sets of incentives – developmental and targeted ones – coupled with marketing support, aiming at supporting airlines towards the enhancement of their development plans at Athens, and stimulating demand for air travel.
Athens International Airport is hosting the 26th ACI EUROPE General Assembly, Congress & Exhibition – what can delegates expect when they experience Athens as a destination and also the airport itself?
Dr Paraschis: 2016 marks two, or should I say three, important anniversaries. It is 15 years since the opening of the airport, and 20 years since establishment of the airport company. Additionally, ACI EUROPE is celebrating 25 years since its establishment.
It is, therefore, our utmost pleasure and privilege to jointly celebrate all these years of aviation experience by hosting the 26th ACI EUROPE General Assembly, Congress & Exhibition – one of the world’s leading airport development, networking and showcasing opportunities – in our city. Athens International Airport invites our guests to discover a city that has re-emerged as a prime destination, being, at the same time, in an ever-lasting transition phase from ancient times to the contemporary era.
