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Commercial usage of Census data in aviation
I’ll see your VFR and raise you an VLA
Cally Ward
Manager Research, Queensland Airports Ltd
Our programme today...
•
Who is QAL, what does it do and why?
•
What does an internal Research & Strategy team do for an airport?
•
Census data in a commercial landscape:
– Business development
– Demographic profiling
– Forecasting future capacity for strategic, financial and infrastructure
planning
•
Any questions?
About Queensland Airports Ltd

QAL is the owner and
operator of three
regional airports

Airports are major
pieces of infrastructure

Privatised airports make
money through:
– Aeronautical fees
– Non-aeronautical fees
Research Team at QAL
Market
research
Statistics &
reporting
Business
Information
Systems
Market
intelligence
Forecasting
passengers
LCCs stimulated growth at Gold Coast Airport
Gold Coast Airport, then & now
Currently in 2011:
Sydney – 25 flights a day, Melbourne – 17 flights a day, Daily flights to NZ, Japan, Malaysia
2000
2011
Use of census data
Infrastructure
Growth
Maintenance
• Forecasting
• Supply & demand
• 20 year master
planning
• Financing
• New routes
• Growth of
capacity on
existing routes
• New markets on
existing routes
• Demographic
profiling for
marketing
• Weighting market
research samples
to population
Forecasting in infrastructure

20 year horizon

Aviation growth has exceeded
GDP & population growth

Market stimulation created by
new carriers, new business
models

Plan for a long horizon

Financing crucial
Forecasting & the census
Growth: new routes
Growth: Darwin-Manila, coming soon!
“Manila is a great
addition to the Darwin
network, given that
more than seven per
cent of Darwin’s
population is of
Filipino heritage and
the Philippines is a
great holiday
destination in its own
right.“
Ian Kew, CEO,
Northern Territory
Airports
“Our intention to operate a future Darwin-Manila* service will greatly appeal in the
Philippines and importantly locally in Darwin where a new direct link to Asia can
support ongoing business investment and where the Filipino-Australian community is
amongst the largest in the city.
David Koczkar, Jetstar Chief Commerical Officer
VFR + Tourism = winning combo
Maintenance: demographic profiling
95,000 people
6.5% work in defence (0.7%)
2.6% work in tertiary education (1.8%)
$529 median individual income ($466)
35.9% live in rented accom (27.2%)
Townsville’s outbound market
Locals
Families
Ergon/
trades
JCU students
Outbound
Military
personnel
Resources
Government
Maintenance: new markets
Demand
Supply
Decisions
Quantify
the
market
Match
to an
aircraft
type
Timing
Pricing
Making data personal, bitesize and sexy!
SO HOW DO YOU SELL
STATISTICS?
Why are we here?
Questions?
Cally Ward, Manager Research
[email protected]
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