COVID-19 IMPACT ON THE AIRPORTS’ AND THEIR HOME CARRIERS’ MARKETING STRATEGY
Abstract
The article is dedicated to the impact of the crisis caused by the COVID-19 pandemic on the aviation industry and the measures taken by the governments, airports and home carriers to overcome the consequences of the said crisis. Government actions and state aid programs for airports and airlines are reviewed. Practical examples of government aid to airports and airlines are provided. It is also reviewed how these actions affected the performance of the largest European hub airports, namely – London (Heathrow), Istanbul, Paris (Charles de Gaulle), Amsterdam and Madrid. Threats and opportunities for both European airports and airlines are analyzed with the focus on the perspectives of London (Heathrow) airport. The operation of the mentioned airports was analyzed according to the following indicators - the recovery of passenger traffic (2023/2022 and 2023/2019), connectivity, GDP indicators of the countries where the mentioned airports are located. Information on the home carriers of the airports, i.e., the share of the airline's passengers in the total number of passengers handled by the airport, financial indicators of the airlines, plans for the development of the fleet and route network is provided. Recommendations on cooperation between airports and their base airlines are provided.
References
Parkin M., Powell M., Matthews K. (2017). Economics. Pearson Education Limited.
Kotler P. (2008) Marketynhovyi menedzhment. Pershe ukrainske adaptovane vydannia [Marketing Management First Ukrainian Adapted Edition]. Kyiv: Himgest, 720 p. (in Ukrainian)
Porter M. (2020) Konkurentna stratehiia. Tekhniky analizu haluzei i konkurentiv [Competitive Strategy: Techniques for Analyzing Industries and Competitors by Michael E. Porter]. Kyiv: Nashformat, 424 p. (in Ukrainian)
Reshetnikova I., Smerichevskyi S., Vovk O. (2021) Assessment of Effectiveness of Modernization of Transport Enterprises in the Context of Analysis of Innovation Determinant. Marketing and Management of Innovations, Issue 4, pp 237–252. Available at: https://mmi.sumdu.edu.ua/volume-12-issue-4/article-19/
Tarnavska N.P. (2008) Upravlinnia konkurentospromozhnistiu pidpryiemstv: teoriia, metodolohiia, praktyka: monohrafiia [Management of enterprise competitiveness: theory, methodology, practice]. Ternopil: Economic thought, 570 p. Available at: http://dspace.wunu.edu.ua/handle/316497/554 (in Ukrainian)
Sydorenko K.V., Ismailzade F.N. (2019) Doslidzhennia instrumentiv i mekhanizmiv finansuvannia ta upravlinnia konkurentospromozhnistiu mizhnarodnykh aeroportiv na svitovomu rynku [Research of instruments and mechanisms of financing and management of competitiveness of international airports in the world market]. Stratehiia rozvytku Ukrainy, no. 1, pp. 177–184. Available at: https://jrnl.nau.edu.ua/index.php/SR/article/view/14197/20225 (in Ukrainian)
Orlovska Yu.V. (2018) Implementatsiia svitovoho dosvidu innovatsiinoho rozvytku mizhnarodnykh aeroportiv v aeroportovyi sektor Ukrainy [Implementation of the world experience of innovative development of international airports in the airport sector of Ukraine]. Ekonomichnyi prostir, no 131, pp. 22–40. Available at: http://www.prostir.pdaba.dp.ua/index.php/journal/article/view/203 (in Ukrainian)
Effects of Novel Coronavirus (COVID-19) on Civil Aviation: Economic Impact Analysis Economic Development of Air Transport Air Transport Bureau International Civil Aviation Organization (ICAO) Montréal, Canada 27 April 2023. Available at: https://www.icao.int/sustainability/Documents/Covid-19/ICAO_Coronavirus_Econ_Impact.pdf (accessed 10 December 2023).
Airport Council International (Europe) monthly report for October 2023. Available at: https://www.aci-europe.org/ (accessed 10 December 2023)
ACI EUROPE Airport Industry Connectivity Report. Available at: https://www.aci-europe.org/air-connectivity.html (accessed 10 December 2023)
International Monetary Fund, World Economic Outlook (Oct 2023). Available at: https://www.imf.org/en/Publications/WEO/Issues/2023/10/10/world-economic-outlook-october-2023 (accessed 10 December 2023)
Internet Open sources (Airports’ & Airlines’ web-sites). Available at: https://www.heathrow.com/, https://istanbul-international-airport.com/, https://www.parisaeroport.fr/en, https://www.schiphol.nl/en/, https://www.aena.es/en/adolfo-suarez-madrid-barajas.html (accessed 10 December 2023)
Parkin M., Powell M., Matthews K. Economics. Pearson Education Limited, 2017. 797 p.
Котлер Ф., Келлер К., Павленко А.Ф. Маркетинговий менеджмент. Перше українське адаптоване видання. Київ : «Хімджест», 2008. 720 с.
Портер М. Конкурентна стратегія. Техніки аналізу галузей і конкурентів. Київ : Наш формат, 2020. 424 с.
Reshetnikova I., Smerichevskyi S., Vovk O. Assessment of Effectiveness of Modernization of Transport Enterprises in the Context of Analysis of Innovation Determinant. Marketing and Management of Innovations. 2021. Issue 4. P. 237–252. URL: https://mmi.sumdu.edu.ua/volume-12-issue-4/article-19/
Тарнавська Н.П. Управління конкурентоспроможністю підприємств: теорія, методологія, практика: монографія. Тернопіль : Економічна думка, 2008. 570 с. URL: http://dspace.wunu.edu.ua/handle/316497/554
Сидоренко К.В., Ісмаілзаде Ф.Н. Дослідження інструментів і механізмів фінансування та управління конкурентоспроможністю міжнародних аеропортів на світовому ринку. Стратегія розвитку України. 2019. № 1. С. 177–184. URL: https://jrnl.nau.edu.ua/index.php/SR/article/view/14197/20225
Орловська Ю.В. Імплементація світового досвіду інноваційного розвитку міжнародних аеропортів в аеропортовий сектор України. Економічний простір. 2018. № 131. C. 22–40. URL: http://www.prostir.pdaba.dp.ua/index.php/journal/article/view/203
Effects of Novel Coronavirus (COVID-19) on Civil Aviation: Economic Impact Analysis Economic Development of Air Transport Air Transport Bureau International Civil Aviation Organization (ICAO) Montréal, Canada 27 April 2023. URL: https://www.icao.int/sustainability/Documents/Covid-19/ICAO_Coronavirus_Econ_Impact.pdf (дата звернення: 10.12.2023).
Airport Council International (Europe) monthly report for October 2023. URL: https://www.aci-europe.org/ (дата звернення: 10.12.2023)
ACI EUROPE Airport Industry Connectivity Report. URL: https://www.aci-europe.org/air-connectivity.html (дата звернення: 10.12.2023)
International Monetary Fund, World Economic Outlook (Oct 2023). URL: https://www.imf.org/en/Publications/WEO/Issues/2023/10/10/world-economic-outlook-october-2023 (дата звернення: 10.12.2023)
Internet Open sources (Airports’ & Airlines’ web-sites) URL: https://www.heathrow.com/, https://istanbul-international-airport.com/, https://www.parisaeroport.fr/en, https://www.schiphol.nl/en/, https://www.aena.es/en/adolfo-suarez-madrid-barajas.html (дата звернення: 10.12.2023)
This work is licensed under a Creative Commons Attribution 4.0 International License.
