& Skyscanner launch “Unserved Route of the Week”: 100,000++ searched for Glasgow-Brussels in 2015!

Up to 10,000 would-be travellers are searching Skyscanner each month for Glasgow-Brussels services, yet the route between these two great cities has been vacant for over five years! You can examine the market demand for more great unserved routes like this using the suite of products from “Skyscanner for Business.”

A link from Glasgow (GLA), Scotland’s biggest city, to Brussels (BRU), has been identified as the for Business “Unserved Route of the Week” – marking a new cooperation between and the B2B branch of the consumer flight comparison site. This is a brand new kind of analysis which harnesses the amazing power of the aspirational data captured from ‘s +50 million unique visitors per month. This particular analysis was created using the Skyscanner Travel Insight product.

Source: Skyscanner for Business January 2015 – December 2015.

When looking at the last 12 months of searches on Skyscanner, the busiest month (for BRU-GLA and GLA-BRU combined) is October 2015 with over 10,300 searches, twice as much as the lowest monthly figure recorded in December 2015 (5,195). According to OAG Traffic Analyser, because there is no direct service, the top three connecting options chosen by travellers for 2015 were London Heathrow (66%), Amsterdam (21%) and Dublin (12%).

Fancy the route? Achieve 190% growth with no marketing spend!

Obviously, a route that is not served by a non-stop flight will have a low purchase rate and low traffic – in this instance Skyscanner Travel Insight indicates a miserable monthly average sales conversion rate of just 4.3% for the Glasgow-Brussels route (see graph below). This compares to Skyscanner’s “market average” conversion at Brussels and Glasgow of 12.3%. Therefore any carrier which offered this service could reasonably expect to achieve this naturally-improved above-10% conversion rate without making any marketing spend, since visitors are already searching for those flights. In other words, the Glasgow to Brussels route conversion rate is forecast to increase by around 190% if any airline just turns up and starts flying the route – Skyscanner will do the rest for them!

Source: Skyscanner for Business.

Skyscanner Travel Insight: route planning for Millennials

As the B2B branch of Skyscanner, “Skyscanner for Business” packages B2C data based on the “aspirations” of ‘s +50 million unique visitors per month into a suite of business products which offer comprehensive data solutions. This includes Skyscanner Travel Insight, a comprehensive, unique ‘big data’ set that can accurately predict future demand by telling you what 50 million actual real living and breathing travellers want to do.

Skyscanner Travel Insight’s data visualisation software brings the numbers to life, presenting trends, insights and forecasts as charts and graphs, with drag and drop functionality that requires no technical knowledge or training. As such, it is the perfect decision-making tool for route development, fleet/revenue management, destination marketing, or for making day-to-day trading decisions. It will also complement and enhance your current marketing intelligence portfolio.

Tune in next week for another great for Business “Unserved Route of the Week” – or browse in’s Route Shop where there are 3,100 more unserved routes.


  1. Hobbit says:

    There’s also the option of getting across to Edinburgh and flying to Brussels from there? The cities are closer in time terms than Schiphol to Brussels.

  2. Romano Pagliari says:

    I think SN Brussels tried to operate this way back in 2005 but struggled due I think to Ryanair on PIK-Brussels South. Prospects would be better now. There is lack of connectivity from Glasgow to Star Alliance network and a Brussels Airlines service could help. Air France recently announced return to Glasgow.

  3. Romano Pagliari says:

    The route has Flybe wet lease for Brussels Airlines written all over it. I think they do this on EDI route

  4. Greg Go says:

    It was one of the first route operated by Ryanair form Brussels South Charleroi

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