Regional and Business Airports Group
Speaker Biograghy:
Neil is a past CEO of Liverpool John Lennon Airport and the Peel Airports Group, past Chairman of the UK AOA (three years) and past CEO of Shannon Airport and the Shannon Group plc (three years). He was also Chairman of Shannon Airport, Network Director for the Vantage Airports Group (Vancouver Airport) and worked for Air Seychelles as Commercial Director and at British Caledonian some years before. He also chaired Mersey Tourism. He was seconded as the UK National Expert to the aviation policy unit of the European Commission from 1991 to 1994 while at Manchester Airport, where he spent 14 years. During his time in Brussels, he supported the drafting and negotiations culminating in the ‘3rd package’. As Chairman of RABA, his role is to enhance the interests of its 34 airport members, representing the smaller airports in the UK, often those whose regional economies depend on connectivity from a local airport.
Day 1 - 14 March
Session:
Commercial - Concessions, Retail & Media
15:05 - 15:35
- How the branding of John Lennon Airport affected future growth
Synopsis: For many years in succession, Liverpool's Speke Airport saw 500,000 passengers through its doors every year. Then from 2002 to 2007, it grew to 5.5m passengers, with the airport eventually selling to Vancouver Airport Services at a substantial profit. So what happened? Find out why Liverpool, when faced with many credible politicians to name their airport after, went with John Lennon, and how the importance of a strong brand so affected the airport's business.
Audience will learn:
- The importance of good strategic marketing and positioning
- How important branding and marketing are to airports
- Beyond the brand – how brand extends into culture and the community
- How an airport can pick itself up from its low point
- How branding needn't cost the earth
Day 1 - 14 March
Session:
Commercial - Concessions, Retail & Media
17:10 - 17:35
- Panel Discussion: Creating and delivering a ‘brand experience’ in an airport and how this impacts spend
Synopsis: This panel will discuss the ways in which airports are positioning themselves from a brand perspective and how, when done well, this is filtering through to every aspect of the customer journey, and positively impacting commercial outcomes.
Day 2 - 15 March
Session:
Customer Service & Passenger Experience
14:00 - 14:25
- How people performance can enhance revenues and reduce costs
Synopsis: Using real examples from Liverpool and Shannon Airports, the presentation will widen the discussion on operations and development to examine the role of people management in determining airport business success. Widening the analysis to reflect on the wider group of airports represented by RABA, Neil will examine what cost efficiencies airports should be focusing on. Are the people we employ really an asset or are they a legacy from the past and a cost burden?
Audience will learn:
- To better understand people management in airports and how we can improve
- To reflect on what your business culture is: is it engineering driven, customer driven, profit driven, property driven?
- Employee costs are often some 40% of annual airports costs – should that be the case?
- Understand you have to break some eggs to make an omelette
- People management is central to all business performance, even at airports