Air Service Development (Info)

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Air Service Development (ASD)

The International Association of Airport Executives Canada (IAAE Canada) is pleased to announce a two-day program on ASD (Air Service Development) to gain insight and expertise on ways to better understand and approach your customer when trying to increase and retain airlines presence at your airport. If so or just to get your questions answered, email and ask.

Your instructor, Katherine Peterson,a senior consultant with Airbiz Aviation Strategies, brings over ten years of progressive experience in passenger and cargo air service development, and government and industry affairs. She has strengths in building relationships and is a confident liaison in multicultural settings in both public and private sectors. Her analytical skillset combined with a keen understanding of airport operations enable Katherine to increasingly add value to her clients by strategically merging air service development with physical airport planning.

Katherine is a graduate of Columbia University, Queen's University, University of British Columbia and University of Alberta.

Katherine worked at YYC and was directly responsible for identifying and pursuing opportunities to increase air service at the Calgary International Airport, she conducted research to create and present business cases to airline executives. 

The scope of her position included long and short term strategic planning, managing research programs, developing forecasts, analyzing potential routes, assessing government policies and understanding complex airline business models and governance structures.

Success in this Katherine’s role was dependent on fostering relationships with private corporations, airline teams, trade offices, embassies and government departments, while closely collaborating with community, industry partners and airport stakeholders. 

Program Description

This two day course is set up to provide basic and intermediate knowledge on air service development. It will review the fundamental data and information necessary to understand create an air service development strategy and will dig into the data and information that is available to build relevant and robust presentations for airline attraction and retention.

This is an introductory course on air service development that is geared towards air service development and marketing team members at airports that are new to this area of business, or just want to review new and old ways of looking at data and building a business case in an innovative way. This course would also prove valuable to business analysts, airport planners or airport managers as an introduction to the world of business development, enabling you to better understand what the marketing team at your airport is selling to the airlines! All participants will gain insight and expertise on ways to better understand and approach your customer when trying to increase and retain airlines presence at your airport.

*Dependent on airline personnel availability, the course has been built with flexibility in order to allow for airline guests to come and speak directly with course participants in a session to share exactly what an airline wants and needs to hear from a destination. Closer to the actual course commencement, these opportunities will be announced.

Day one:

Getting Started

Introduction and Review of Course Schedule

Air Service Development Strategy

Airlines: the customer you need to know

Incentives: do you have any skin in the game?

Importance of Partnerships

Thinking about presentations

Day Two:

Building your Business Case

Importance of Demographics

Using Schedule Data to enhance your business case

Learn How to Use O&D Data to understand and build your business case

Quality of Service Index

Air Cargo Data in your passenger business case 

Putting all of the building blocks together
















Refund & Cancellation Policy

IAAE Canada reserves the right to reschedule any program if the number of registrants is insufficient. In this event, we will notify all registrants and refund the registration fee in full.

• Any costs incurred by registrants, such as hotel cancellation fees or airline penalties, are the responsibility of the registrants.
• Registrations are transferable.
• Cancellations will be accepted 30 days prior to the date of the course.
• Cancellations within 30 days prior to the date of the course will incur a $50 administration fee.
No-shows will be responsible for the course fees.

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