Quote:
Originally Posted by Myst
The demographic YHM has tried to market to - probably the one they have to market to - is not the Toronto business traveller, the visiting foreign tourist, or the Adelaide St. condo dweller. It’s the people that drive to Buffalo to catch a flight to go on vacation.
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YHM's market isn't really the GTA - It's Hamilton, Niagara, Brantford, Haldimand, Norfolk, parts of Halton. It's a catchment area of well over a million people, enough to support a decent little airport. Sure, a small number of people may come from the GTA, but it's the closest international airport for a population catchment roughly equivalent to Ottawa. Up to a certain extent, it doesn't need to compete with YYZ because it's already closer to a good number of people.
That market is also one which is highly auto-dependent and dispersed, especially for the class of people with the incomes to support flying. It's not particularly conductive to transit.
The problem is that YYZ has more direct destinations than almost any other airport on the planet - which means YHM cannot function as a "connection" airport. They have to compete on direct flights or people will simply go to YYZ.
I think Porter's model will work well - focus on the highest demand routes which can support direct service with smaller, narrow-body planes, offer a service differentiation to give people a preference for YHM.
The dispersed nature of YHM's catchment does mean parking is critical, yes. YHM doubled their parking rates 3-4 years ago as Swoop was ramping up and I frankly think they really need to reconsider. YHM parking is actually
more expensive than YYZ right now, and that is ignoring the off-site options available around YYZ for value-seeking customers. It's going to be chasing a lot of customers away to prefer YYZ.
YHM Access improvements need to focus on getting Highway 6 up to freeway standards, building the Hamilton East Arterial Road to get a good quality connection towards Niagara, and providing GO bus connections to Aldershot. Even GO services are likely a waste until flight frequencies pick up a bit more.