ROUTES 2008, A CRUCIAL PLATFORM FOR BETTER BUSINESS-MATCHING FOR AIRLINES & AIRPORTS

By Umi Hani Sharani
KUALA LUMPUR, Oct 9 (Bernama) -- Airlines and airports must join hands to better manage resources to lower costs and improve their services during what is surely a trying time now for all stakeholders in the aviation industry.

They need to seek opportunities from each other and explore ways to better
manage their businesses at a time when the going is tough for an industry which
has to grapple with skyrocketing jet fuel prices.

Worse still, they now have to contend with the threat of a global
recession brought on by the fallout of the US subprime crisis, all of which
would likely eat further into their earnings.

As such and given the need for greater solidarity among the industry's
stakeholders, the 14th Routes Forum, which Malaysia is hosting beginning this
weekend, is not only the right place to do just that, but also timely.

"During this trying times, I believe it has impacted the airlines
operationally, thereby airports are also affected," said Malaysia Airports
Holdings Bhd general manager for marketing, Sallaudin Mohamed Shah.

In an interview with Bernama Wednesday, he said the issue at hand was
how the airlines could manage their businesses smarter by looking at their
partners,
suppliers and how they can work together to ensure a "win-win" situation so that
both airlines and airports can continue to enjoy the growth and reap profit from
the industry.

"Things are very competitive in the aviation industry. You have to market
and position your airports well. Airlines are being very selective. You will
have to engage many strategies and marketing plans to ensure your airport or
market is constantly being considered."

"Routes is actually the one, if not the best platform that we, as airport
companies, can actually provide the opportunity for airlines to sample and see
how the market can work for them," he said.

He said Malaysia is also the first Asian country privileged to host the
annual event which has traditionally seen airline route planners meet
face-to-face with airport marketing executives, offering an ideal opportunity to
review the performance of established services, stimulating joint ideas to
increase revenue and reduce costs.

"Airports are now recognised as a vital part of the route development
process and Routes is the key annual opportunity for the global airport
community to showcase their market potential to you, the airline. Attendees
range from the largest world hubs to the smallest regional airports," said
Sallaudin.

As usual, Routes 2008 in Kuala Lumpur this year is also timed for October,
coordinated with the planning cycle and slot application process in the
industry, where all types of airlines would attend, including network carriers,
low cost carriers, regional operators, cargo and charter airlines from the
five continents as well as many European Slot Co-ordinators.

According to Sallaudin, in the short two-day event, on Monday and
Tuesday, airlines and airports are given a time limit of 20 minutes each to meet
and discuss potential business.

"It is all about getting to know customers better. Networking among them,
creating new friends, new customers, strengthening relationships and at the same
time, also try to develop some smart partnership between airlines and airports,"
he said.

He said Routes 2008 would also be the perfect platform to promote Malaysia
as most airlines would have the chance to attend various side activities
allocated to showcase the best of Malaysia.

"In my personal view, I think I would not differ far too much from the
majority of Malaysians that the Routes Forum is actually the best platform to
promote and market Malaysia," he added.

-- BERNAMA