Outcomes
- Growth opportunities identified within 4 weeks to double existing General Aviation revenue and double the airport’s share of the value chain
- New commercial model designed to monetise previously uncharged services, directly improving margin
- Redefined customer proposition developed to recapture market share lost to competing airports
- Strategic partnership framework proposed to extend the airport’s service offering across onward travel, concierge, and retail
Background
The airport’s GA operation was significantly underperforming its commercial potential. Services were being provided to the incumbent FBO without charge, creating an immediate and unnecessary margin gap. Customer understanding was weak, facilities were outdated, and the transit experience was poor. Competing airports were actively capturing market share by offering a stronger overall proposition. Poor pilot and broker behaviours were adding to operational costs with no mechanism in place to address them. The client needed a rapid, commercially grounded strategy to reverse the trend.
Curzon Approach
Curzon conducted a rapid commercial diagnostic and growth strategy across four areas:
Commercial Model Redesign — Previously uncharged services were identified and priced, including marshalling. Cancellation charges were introduced to drive improved pilot and broker behaviour and reduce unnecessary operational cost.
Customer Journey Redesign — The end-to-end customer experience was reviewed and redesigned to address the factors driving market share loss to competing airports, with facility improvements proposed to bring the lounge and transit experience up to a competitive standard.
Value Chain Extension — Affiliated third parties were identified to provide onward travel and concierge services, broadening the revenue base and capturing a greater share of the GA value chain. A discrete duty-free offering was also proposed to further enhance yield per customer.
Partnership Strategy — Existing partnerships and commercial arrangements were reviewed, with changes proposed to practices and third-party relationships to support the new commercial model.
