Airport Case Study

Striking gold

The Gold Coast International Airport, a low cost international airport in Australia can be looked upon as a benchmark for the future greenfield airports in India. By Chetan Kapoor

Carly Sommer GM (Marketing & Business Development) Gold Coast Airport (GCAPL)

What was originally constructed as an emergency landing strip, the Gold Coast Airport has come a full circle. The airport came into being in 1936 as the Coolangatta Airport, which in aboriginal language means, 'place of good view'. Initially owned by the Commonwealth government, the airport was privatised in 1988 when it was renamed Gold Coast Airport (GCAPL) in 1999.

Bird's eye view

The GCAPL, being a low cost enterprise, uses resources effectively and efficiently. Statistics reveal that 80 per cent of arrivals at Gold Coast are leisure travellers. For starters, the airport is one-levelled and not multi-storeyed, which is its unique selling point. All facilities are available on the same level, and the airport has been designed in a manner that the international passengers can get through the baggage, customs and immigration checks seamlessly and quickly.

It has stairs instead of an aerobridge with both the domestic and international terminals as close as 50 metres. For the latter, it has been recognised as one of the highest ranking airports for walking distance and convenience by the Airports Council International Service Quality survey. The airport hosts a bunch of other options such as internet kiosks, dining and transport facilities such as buses, taxis, and limousine and car rental services for the convenience of the passengers.

According to Carly Sommer, its general manager (marketing & business development), the airport was converted into a low cost one in 2001. "At present, we are concentrating on developing our product that didn't have a huge capital outlay. Like the LCCs, we too, are all about volumes and try to keep our costs as low as possible. This directly benefits the airlines and indirectly benefits us as more airlines come in and operate in Gold Coast domestically."

Infrastructure

Realising that it needed to do something in order to build its market, the GCAPL did a thorough research on its customers and more importantly, its competitors and eventually decided to evolve into a low cost model so as to sustain itself and continue attracting carriers.

The airport today can handle helicopters, charters, freight carriers and almost all regular passenger aircraft excluding the 'big bird' Airbus A380. In May 2007, it completed its much awaited 458 metres runway expansion work. The total expanded runway of 2,500 metres can now enable flights to have direct routes from China, India, Japan, Singapore, the Middle East, etc amongst others in the Asia Pacific region, thus giving it a competitive edge over other Australian airports and continuing to be amongst the busiest airports on the continent.

The GCAPL has an Open Sky Policy and outsources ground-handling and catering services, thereby cutting costs. But success comes only when there is a common ground between the concerned parties. Sommer emphasises, "For long term sustainability in an increasingly competitive aviation environment, it is vital to work in partnership with airlines, ground transport providers, retailers, the tourism industry and small businesses." The airport believes in destination marketing and works hand-in-hand with hotels, airlines (Qantas, JetStar, Virgin Blue, Pacific Blue and Freedom Air, and is soon to start operations with international low-cost carriers like Oasis and Air Asia X), and most importantly the tourism body of Gold Coast.

Already witnessing traffic of over 3.5 million passengers per annum, which is expected to rise to four million by next year, the airport is investing AU$ 100 million on expanding the terminal and more than doubling the size of the building, establishing an MRO (is a must for international carriers) and to give the shops some vibrancy. Sommer adds, "We are using colour and low-cost elements to make the airport feel like a hotel lobby or a resort-style airport for a distinctive customer experience without having to spend a lot of money on lounge facilities."