Davieboy wrote: ↑Sat May 21, 2022 5:49 am
Yes, but those three things come back to money too: i.e.how much of it they think they could make by operating the route from EDI rather than staying at GLA.
The idea of a market being based somewhere for flights such as MCO is wrong. It's the kind of flight most of their customers take once (or at most twice) a year so travelling an extra 30 minutes or so to access the service at a different airport is neither here nor there.
And maybe they analysed the postcodes of the passengers for their GLA service and realised that running the service from EDI would make no appreciable difference to their customers' surface travel times?
The EDI route shop entry quotes 35% of pax on GLA-Orlando direct services:
http://www.therouteshop.com/profiles/edinburgh-airport/
I realise the figures are relatively old, but interesting nevertheless. It also gives 48k indirects.
In comparison, GLA management give 55k indirects to Orlando in this article:
https://www.anna.aero/2019/04/03/glasgo ... -scotland/
You need to remember that Virgin (and all other airlines) have access to way more accurate and extensive data than you do and will have acted in an economically rational way when analysing that data and choosing where to allocate their capital. There is no way they made their decision about moving to EDI on the basis of cheaper landing fees. They know infinitely more about how to run their business than you do.
That's undoubtedly true, but I think we should be careful of straying into the fundamental argument that people with no specialist qualifications/knowledge of something have no right or ability to question those persons or organisations that do.
To come back to airlines, whilst they of course have very significant knowledge, data and highly qualified and experienced staff, this still does not insulate or prevent them from making bad business decisions and there are a wealth of examples (and defunct airlines!) to demonstrate this.
When we look at route dev specifically then of course we often have the benefit of hindsight in judging the success or otherwise of an airline route. However, In I think most of us can think of route dev decisions that appeared questionable even to us when they were made that turned out exactly that - and it appears that VS EDI-BGI is one of them. Despite VS knowing "infinitely more" than us it doesn't appear to have helped them this time!
Also comparing their service at EDI now to what they operated at GLA pre-Covid could be misleading as there isn't a counterfactual to compare against. You don't know what they would have operated at GLA this summer had they stayed (and I mean operated rather than what they had on sale prior to moving).
That's true, we can't judge the route on one summer (barring an abysmal failure, which clearly isn't going to happen).
However, we should also consider that the VS EDI route may also be helped by the lack of choice and capacity to MCO from GLA and as such limited competition, so I'd suggest we also can't really judge many of the factors we're discussing here without seeing how it stacks up if GLA gets a competing MCO scheduled service.
Whether or not we agree about it stacking up for VS to move to EDI, the numbers I've posted - and historical figures at GLA - surely shows there is demand for more MCO service than we currently have.
There's not a huge amount any new owners could do to alter the fundamentals of the catchment though. They can't make the population richer, the M8 less congested or the city of Edinburgh less attractive to tourists.
I'd argue that they don't need to alter the catchment area - what needs to be done is to compete better for the pax flows that are already flowing to and from the catchment but are using PIK and EDI instead of GLA. This would not make GLA bigger than EDI (and I am not looking for, or expecting, that to happen) but it would improve things significantly.