“Unserved Route of the Week” is Dublin-Miami with 60,000++ searches in 2015 – one for Aer Lingus?

Over 5,000 would-be passengers per month are searching for Dublin-Miami flights on Skyscanner, yet a service between these two great party cities remains open – our data elves and their cousins at Skyscanner think it’s a new route crime well-worth investigation. You can examine the market potential for more great unserved city pairs like this using the suite of products from “Skyscanner for Business.”

Colin Farrell, star of Miami Vice (Universal Pictures 2006), could have been one of 60,000 who searched in vain last year for a direct flight between Miami and his home city of Dublin. This analysis was made using the Skyscanner for Business “Travel Insight” tool which tells you where’s 50 million unique visitors per month actually want to fly to, an amazingly powerful product in planning profitable new airline routes.

A potential new route from Dublin to Miami, has been identified as the Skyscanner for “Unserved Route of Week”, the second great vacant new route opportunity revealed by the fresh 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.

Source: Skyscanner for Business.

When looking at the last year of searches on, the busiest month (for DUB-MIA and MIA-DUB combined) was December 2015 with over 6,500 searches, or nearly twice as much as the lowest monthly figure recorded in February 2015 (3,623). According to OAG Traffic Analyser, because there is no direct DUB-MIA service, the top three connecting options chosen by passengers, who went ahead and did book travel in 2015, were London Heathrow (55%), New York JFK (9.1%) and New York Newark (7.5%).

Next route for the new Aer Lingus A350-900s?

Unsurprisingly, two cities that are not served by a direct flight will typically achieve both a low search-to-ticket purchase conversion rate, and low traffic – in this instance Skyscanner’s Travel Insight indicates a monthly average conversion rate of 8.8% for the Dublin to Miami route (see graph below). This compares with the market average conversion rate for Skyscanner searches at both airports of 10.4% when a direct route is available, suggesting that any airline that starts a Dublin-Miami service can expect a 20% overnight increase in bookings without any new marketing spend.

Bear in mind that the 60,000 searches are a very healthy indicator exclusive to; there will be an even higher total unserved demand…so could a three-times-weekly Miami service feature in Aer Lingus’ next new transatlantic route announcements, adding to its planned 2016 launches to Los Angeles, New York Newark and Hartford?

Source: Skyscanner for Business.

Skyscanner for Business – what +50 million travellers want

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.

Check next week’s newsletter 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. Isn’t the obvious carrier, Norwegian Airlines?

  2. MB says:

    Aer Lingus isn’t currently a member of oneworld.

  3. Jon Soars says:

    What is the definition of a “Skyscanner conversion” ?……anyone..?

  4. Jon Soars says:

    Thanks Mark, I have read it properly but I’m none the wiser I’m afraid.. Is a “Conversion” simply a Qlik thru to the airline booking system or is it a Qlik thru that results in verified booking ?….There is an important difference….!!

    Also, can you share the O&D pax volumes we’re talking about here…?….In 2014 DUB-MIA was ranked 30 in terms indirect markets ex DUB………

  5. Dan says:

    You guys should update the ‘Route Shop’…

  6. Dan says:

    With Aer Lingus expected to re-join OneWorld later this year, I expect them to announce MIA after they are officially back in OneWorld.

    It’s a market they can’t deny. There’s no other market (that makes sense/is logical ) they can go to anyways .

    Thanks for publishing. Great article.


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