Brisbane-Beijing is Skyscanner “Unserved Route of the Week” with nearly 60,000 searches in 2015 – BNE to host Routes Asia 2018
A potential new route from Brisbane to Beijing, has been identified as the Skyscanner for Business-anna.aero “Unserved Route of Week”, the latest great unserved new route opportunity revealed by the new cooperation between anna.aero and the B2B branch of the Skyscanner.net consumer flight comparison site. This is a brand new kind of analysis which harnesses the amazing power of the aspirational data captured from Skyscanner.net‘s +50 million unique visitors per month. This particular analysis was created using the Skyscanner Travel Insight product and comes in the same week that Brisbane Airport announced it will lead a tourism consortium to host Routes Asia 2018.
anna.aero recommends route for Hainan Airlines or Air China
With this level of demand it is hard to believe that Brisbane will have to wait until Routes Asia 2018 to see this service adopted. At first glance, it looks like an ideal twice- or thrice-weekly sector for Hainan Airlines. This would add to Hainan’s recent Australian launches such as the new route from Xi’an to Sydney on 23 December, and this year’s planned long-haul services from Beijing to Tel Aviv (28 April), Manchester (10 June), and Calgary (30 June).
The Beijing-Brisbane route should also appeal to the national carrier, Air China. This Star Alliance airline flies 20 weekly services into Australia, including daily services from Beijing to Melbourne and Sydney, but operates nothing presently into Brisbane. A Brisbane service by Air China would also benefit from substantial feed at the airline’s vast 140-destination hub at Beijing (although with 60,000 searches, the Skyscanner indicator suggests there is certainly enough point-to-point traffic).
Brisbane’s only existing Chinese route is a daily China Southern Airlines service from Guangzhou. China Southern Airlines could potentially operate a Beijing service, as the SkyTeam carrier does have a significant operation at Beijing with nearly 40 destinations. However, it might not want to dilute the traffic it already delivers into the capital of Queensland.
Guangzhou, Hong Kong lead transfer competition
When using Skyscanner searches as an indicator, bear in mind that there are other significant search volumes that could also be added to the total – from dedicated airline websites, competitive search engines etc. If anything, this underlines the value of the Skyscanner data as a conservative indicator of market route demand.
When looking at last year’s searches, the busiest month (BNE-PEK and PEK-BNE combined) for potential traffic flows was December 2015 with over 8,000 searches – over 5,500 more than the lowest month – 2,800 in February 2015. The seasonality profile of this search data is not as extreme as last week’s Unserved Route of the Week (Copenhagen to Hong Kong), with the low-month traffic representing just 33% of the highest month. According to OAG Traffic Analyser, because there is no direct service, the top three connecting options chosen by those passengers who did go on to book travel between Brisbane and Beijing in 2015 were Guangzhou (29%), Hong Kong (28%) and Singapore (19%). In fact, over 21 different intermediate airports were used as stops between the two cities.
An O&D that is not served by a non-stop flight will typically display a low purchase rate and low traffic. In this instance Skyscanner’s Travel Insight indicates a monthly average purchase rate of 10.3% for the Brisbane to Beijing route (see graph below). Therefore, if there was a Beijing-Brisbane route, and if this performed in line with the “Skyscanner market average” for direct services at both airports (10.5%), the airline operating this route could immediately expect an improved purchase rate of 2% without any increased marketing spend. However, with 60,000 annual searches, the potential city pair should already be very sustainable. (Obviously marketing campaigns for an actual new service should also increase this excitement!)
Skyscanner for Business – what +50 million travellers want
“Skyscanner for Business” packages B2C data based on the “aspirations” of Skyscanner.net ‘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.
Come to Brisbane Routes Asia 2018 and find out more!
Routes Asia brings together leading airlines, airports and stakeholders to discuss air service to, from and within the Asia-Pacific. The 2018 event will be hosted by a consortium comprising Brisbane Airport Corporation, Brisbane Marketing, Tourism Australia, Tourism Events Queensland and Brisbane Convention and Exhibition Centre.