May 2007         

AirTran service spikes passenger numbers at Daytona Beach International Airport

Numbers tell the story. Passenger traffic at county-operated Daytona Beach International Airport has been going up, up and away. The upward trend began when AirTran Airways introduced low fare service in January. In the first quarter 205,918 passengers flew in or out of DBIA, a 39 percent increase over the same period last year. AirTran alone carried 57,346 passengers during the first quarter.

“There is no question that low fares are a big hit with Central Florida residents and inbound visitors,” said Steve Cooke, DBIA’s Air Service Development Director and the point person for recruiting new airlines. “AirTran is a reliable low fare carrier. When AirTran began service at DBIA, it helped to focus additional attention on the airport not only for low fares, but also for convenience and ease of use.”

The airport got some good news shortly after the first quarter passenger counts were released. When AirTran began service in January, it was announced as seasonal service, meaning it would take a hiatus from DBIA from July to January. After the strong showing in passenger traffic and significant encouragement by DBIA officials and business travelers, the airline has announced it will continue a limited schedule throughout the year.

“This is very good news for DBIA, our community and AirTran Airways,” said Dennis McGee, DBIA’s Director of Aviation. “Rather than breaking the momentum and starting over in January, we will continue to have daily and weekend service. By maintaining service, an increasing number of people will become aware of the convenience and economy of DBIA flights.”

While low fares have increased passenger traffic at DBIA, a vigorous partnership marketing campaign also has helped to get the word out. As an incentive to attract AirTran to consider new air service, DBIA funded a strong Central Florida advertising campaign touting the new service and encouraging passengers to save time and money by using DBIA instead of airports in Orlando, Sanford or Jacksonville.

Since AirTran’s new service included nonstop service to Baltimore Washington International Airport (BWI), additional advertising was placed in Baltimore to encourage inbound traffic and tourism. The marketing partnership campaign was funded by DBIA with financial support from the Halifax Area Advertising Authority, West Volusia Tourism Advertising Authority and Southeast Volusia Advertising Authority. AirTran Airways also generated a significant systemwide marketing effort to promote Daytona Beach as a new city.

AirTran service to and from DBIA also has increased passenger numbers for Delta Air Lines and Continental Airlines, both of which reduced fares to be more competitive. Delta Air Lines increased capacity in response to AirTran’s service announcement by upsizing its aircraft to larger 142-passenger MD-88s. This nearly doubled the available seats offered by Delta.