Airport Non-Aeronautical Revenues

Aim

As non-aeronautical revenues are a key contributor to the financial success of airports, the course will increase participant knowledge in regards to global best practices to optimize revenue development. The course will aim to emphasize the opportunities available to airport managers to enhance nonaeronautical and through third-party services. This will involve engaging participants to understand the role of innovation, competitiveness, and new outreach technologies in developing marketing strategies that effectively influence the airport’s strategic business plan. This revised course will also pay attention to an everchanging environment, such as industry disruptors (pandemics, global events, etc.) on airports and their customers in our quest to increase revenue. Ultimately, the course will assist participants to develop and maintain long-term value propositions for all affected parties.

Learning Objectives

Upon completing this course, participants will be able to:

• Understand challenging environment that demands attention to non-aeronautical development and other revenue innovations
• Identify best practices for defining target customer groups
• Describe airport marketing strategy and optimal revenue methods
• Explain the business case with application to land development and concession management
• Explain Customer Relation Management tools and technology-based outreach programs
• Develop team structure and sales management efforts
• Integrate learning and apply to case study exercise to demonstrate a comprehension of the overall principles and detailed practices for successful revenue generation

Target Audience

• Airport Finance / Marketing / Commercial / Operations Directors, Managers and Staff
• Airport Consultants, Concession Management Organizations, and related service providers

Course content

• Commercial market knowledge
• Prepare airport commercial strategy and program objectives
• Prepare airport business case for commercial operations
• Land and real estate development
• Understand principles in the development of various Non-Aeronautical Revenues.
• Understand changing market and customer expectations in the development of Non-Aeronautical revenues
• Develop Customer Relationship Management (CRM) programs
• Ensure effective sales management