Routes Europe host Kraków meets Geneva to promote Skyscanner “Unserved Route of the Week” – 40,000 searches in 2015

Routes Europe – discussing how to turn some impressive Skyscanner search statistics

At Routes Europe this week – discussing how to turn some impressive Skyscanner search statistics – 40,000 searches last year on the unserved Kraków to Geneva route – into new route reality: Faical Allou, Business Development Manager, Skyscanner for Business; Samer Jrab, Cargo and Business Development Manager, Geneva Airport; Yves-Daniel Viredaz, Head of Marketing & Business Development, Geneva Airport; Artur Staniszewski, Airlines Relationship Specialist, Kraków Airport; Jack Jewsbury, Marketing Executive, Skyscanner for Business; and Pawel Galiak, Commercial Director, Kraków Airport.

With nearly 40,000 searches last year, a prospective new route from Kraków to Geneva has been identified as this week’s Skyscanner for Business-anna.aero “Unserved Route of Week” – a powerful new kind of analysis based on aspirational data captured from the Skyscanner.net flight comparison site used by +50 million unique visitors per month. As the curtain falls on a memorable Routes Europe 2016 http://www.routesonline.com/ where most of Europe’s airport and airline network planners have been gathered in Kraków for the last few days, we felt it was only right to feature Poland’s second largest airport again this week.

Unserved Route of the Week: Kraków-Geneva Skyscanner monthly searches

Source: Skyscanner for Business.

anna.aero encourages easyjet to start this city pair

With more traffic originating from the Swiss end of this route ‒ an 59/41 split – this route looks like an obvious candidate for easyJet, the largest carrier at Geneva, according to OAG schedules data for the week commencing 22 April. The LCC, which currently offers 54 destinations from its third largest base (after London Gatwick and Milan Malpensa), does not fly to any Polish destinations from this important base, although it does fly from Basel to Kraków. In fact, easyJet only flies to one destination in Poland – and that is Kraków – which the carrier flies to from 10 of its bases  ‒ Paris CDG (11 times weekly), London Gatwick (nine), Bristol and Edinburgh (both four), Hamburg, Liverpool, Lyon, Malpensa, Basel and Belfast International (all three).

Considering the Polish end of the route, Wizz Air is probably the most likely operator, as it presently offers four twice-weekly services to Geneva from its bases in Bucharest, Sofia, Warsaw Chopin and Cluj. The country’s biggest airline, which is Ryanair, currently only has limited operations to Switzerland, and none from Kraków, with a daily service from London Stansted, along with a thrice-weekly route from Dublin, both to Basel. LOT Polish Airlines does at least link the two countries, flying double-daily sectors from Warsaw Chopin to Geneva and Zurich. However, the carrier is unlikely to consider a route to Geneva from Kraków high on its to-do list, given that it only flies domestic services to Warsaw Chopin and Gdansk at this time.

Frankfurt, Vienna lead transfer competition

When looking at the last year of searches, the busiest month for potential traffic flows (for both directions on the route combined) is October 2015 with over 5,200, nearly 3,000 more than the lowest monthly figure, which was recorded in May 2015 (2,400). The seasonality profile of this search data is more extreme than last week’s Unserved Route of the Week (Kraków-Istanbul), with the low-month traffic representing 53% 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 book travel between Kraków to Geneva in 2015 were Frankfurt (28%), Vienna (15%) and Brussels (14%). In total, 12 different airports were used by connecting passengers as intermediate points 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 of just 8.1% for the Kraków to Geneva route (see graph below). Therefore, if there was a Kraków to Geneva route, and if bookings performed in line with the “Skyscanner market average” for direct services at both airports (9.1%), the airline operating this route could immediately expect an improved purchase rate of 12% without any increased marketing spend. However, with nearly 40,000 annual searches, the potential city pair should already be very sustainable.

Unserved route of the week: Kraków-Geneva Skyscanner conversion rates Jan 2015 - Dec 2015

Source: Skyscanner for Business.

About this anna.aero analysis and Skyscanner for Business data

“Unserved Route of the Week” is a cooperation between anna.aero and the B2B branch of the Skyscanner.net consumer flight comparison site and is a new kind of analysis harnessing an entirely new resource: the amazing power of the aspirational data captured from Skyscanner.net flight comparison site which has +50 million unique visitors per month.

Skyscanner for Business” packages this amazing B2C data into a suite of business products which offer comprehensive data solutions – our specific need to identify unserved routes uses the Skyscanner Travel Insight product, a comprehensive, unique ‘big data’ set that can accurately predict future demand by telling you where 50 million real living-and-breathing travellers actually want to fly to. (And bear in mind that there are other significant search volumes that could also be added to the Skyscanner totals – from dedicated airline websites, competitive search engines etc, underlining the value of Skyscanner data as a conservative indicator of market route demand.)

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


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