Much of what happens at the airport, though, is perhaps naturally taken for granted by the majority of Islanders. How many of them see the hour-by-hour work that makes each flight operate? Or making sure the airspace is kept safe? Or that the lights on the airfield are shining brightly when the weather is dull? Or, importantly, how particular air services were brought about in the first place?
In 2006, Jersey Airport embarked on an aggressive market development campaign to actively source and assist airlines in setting up services to and from the Island. Initial success was achieved before the global economic downturn had a deep effect on air travel around the world. Growth rates of 12% were being hit by mid-2008, with new services from regions across the British Isles, increased leisure routes to warmer climates and routes established to European business centres. The campaign succeeded in attracting low-cost carriers such as easyJet and
Jet2.com, which continue to operate to the Island, to compliment existing established air carriers such as British Airways, Flybe and Blue Islands.
As an insight into how new services are introduced, negotiations with airlines can take up to eighteen months. Analysis is undertaken by the airline, working closely with interested parties on demand into Jersey and what the outbound potential is at given times throughout the year. That helps determine the number of flights a week an airline will operate and, of course, the type of aircraft it will fly. Once the economics of a route are understood, an airline will then look at the marketing capacity needed to support the launch of a new service and then, importantly, to sustain it once it has started.
Airlines continually review the performance of their routes. Unfortunately, that can mean in some circumstances, a service will be reduced or stopped altogether. Ultimately, airlines are commercial businesses aimed at making a profit. Jersey continues to operate in a highly competitive market with many other destinations vying for business. If a route is not sustaining capacity or financially viable for the airline it will look at alternative destinations. However, on a positive note, in other instances if a route is performing well it can lead to increases in frequency, seat capacity or the lengthening of a season from just the peak summer travel season, as has often happened on the Jersey route network.
YOUR QUESTIONS ANSWERED
Will Jersey once again see a Heathrow air link reintroduced? Ports of Jersey welcomed the decision made by the UK Government in support of creating a third runway at Heathrow Airport, leading to an increase in route capacity. Equally, it was heartened by some airlines publicly expressing an interest in once again offering a Jersey – Heathrow link as a result of this greater route capacity. However, it is still early days and no formal approaches have yet been made. It should also be recognised that Gatwick Airport continues to hold a attraction opportunity for Jersey, having seen an increase in capacity on its services in recent years along with an increase in the amount of onward long-haul services available. Therefore, while it is open to the possibility of a new Heathrow service Ports of Jersey would not like to see a reduction on its important Gatwick service. The company remains keen to discuss new opportunities and awaits with interest progress with the planned expansion of Heathrow.
Does Ports of Jersey offer incentives to attract airlines? Any support provided by Ports of Jersey to airlines is bespoke and commercially confidential. Support can be offered in a manner of ways; from discounts on a new route to marketing and promotional packages to increase business levels. Ports of Jersey does work with airlines on costs as this is a normal and expected aspect of route development.
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