Aviation Safety through International Leadership, Education and Marketing

2012 Pacific Aviation Directors WorkshopTumon, GuamMarch 13–15, 2012

Mary C. Torres

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Global Travel Trends in the Near FutureACI Forecasts for the next fifteen years in Billions of Pax

In Billions

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Fastest Growing travel/tourism markets

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ACI Global Traffic Forecastl Asian and Middle Eastern countries will grow the most rapidly

l Selection of Fast Growing Countries

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Opportunities for Western Pacific Destinations

Capture a share of the bourgeoning markets

Understand your priorities

• Safety • Security • Efficiency• Customer service• Economic Viability• Environmental

Sustainability

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International Leadership Aviation is a global

industry

Know the major contemporary issues and challenges that confront the various stakeholders in the aviation industry

Approach the management and operational systems of an airport from a broad perspective

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International Leadership (cont’d)

Become involved in organizations and be informed of the interrelations in the global transportation systems

Internal and External world events have an immediate and systemic affect on aviation and various industry stakeholders

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Networking

Provides a platform for airports in the region to addresses common concerns among small airport operators

Encourages information exchange and sharing of common interests

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Networking cont’d

Can improve management, operation efficiency and service quality

• Through knowledge sharing• Discussion on technical issues• Discussion on non-aeronautical revenue• Mutual cooperation between airports

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Competition, Liberalization and Open Skies In all communities, airports are the drivers of the

local economy

As aviation becomes less regulated and more liberalized• Focus is on meeting the growing

industry and passenger needs• Developing business models that

allow for sustainability of airports

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Thru International Leadership We gain an understanding of the importance of

global standardization for airport management, operations, safety and security

Become more familiar with the requirements of an increasingly complex aviation industry

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Education Safe and efficient airport operations are directly

related to the knowledge and expertise of airport managers and personnel.

Safe and efficient airport operations are directly related to the knowledge and expertise of airport managers and personnel.

Is a critical tool for succession planning for vital personnel

Facilitates competitiveness in a global economy

• Heightened management skills• Broader industry knowledge

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Education (cont’d)

Rapidly evolving political, economic and technological forces continually reshape the operational and regulatory environment for states, airlines, airports and air navigation service providers

Adequate training and education is cornerstone to continued progress in civil aviation

For small airports the challenge is to train people sufficiently while keeping expenses in control

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Education (cont’d)

Networking amongst peers in the region and around the globe enables broader understanding of industry standards and recommended best practices

Provides a better gauge of a baseline operations and safety standard from which to strive for excellence in safety, security, efficiency, and environmental sustainability

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Education (cont’d)

As airport managers, we have a responsibility to develop our human resources and give them the tools to achieve the airport’s goals and objectives.

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Marketing

Airports are a complex system of stakeholders• Airport Operators• Tenants• Airline Partners• Travel Agents • Air traffic controllers• CBP, TSA, local CQA, Police

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Marketing (cont’d)

We have a role in balancing conflicting interests like safety, charges and fares, noise, and throughput

Must foster cooperation among all industry and regulatory partners

Must raise public awareness about the economic and social importance of sustaining and developing our airports

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Marketing (cont’d)

Must defend the airport’s interests and core mission• While delivering professional excellence in airport

management and operations

Promote airport as catalyst for economic growth in the community

• With trend towards Airports as Destinations• Recognizing Airports as Businesses

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Marketing (cont’d)

• BCIA • Incheon • Hanaeda• Changi

Airports in key origin (and potential) markets in our area have become destinations in and of themselves and are highly commercialized.

Similarly, our small regional airports are challenged to

engage in marketing and Customer orientation

Look at how to differentiate our airports to attract customers (i.e. cultural appeal and unique product offerings)

Like other business entities, we benchmark our facilities and performance internally and

against similar airports

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Marketing (cont’d)

Airports must be responsive to the needs of the community and its source markets

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Marketing (cont’d)

In an effort to maintain economic viability we market our airports to attract commercial activities such as • Duty free shops• Retail concessions• Advertising • Car parking • Real property leases• Public-Private-Partnership development

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Aviation Safety through International Leadership, Education and Marketing

“All travel has its advantages. If the traveler visits better countries, he may learn to improve his own; and if fortune carries him to worse, he may learn to enjoy his own.”

Johnson

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Thank you!Si Yu’us Ma’ase

Mary C. TorresGeneral ManagerPort Authority of Guam

Former Executive ManagerA.B. Won Pat International Airport Authority, Guam