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W13320
ORLANDO INTERNATIONAL AIRPORT: LANDING INTERNATIONAL
AIRLINE BUSINESS1
Ilan Alon, Meredith Lohwasser and Jennifer Dugosh wrote this case solely to provide material for class discussion. The authors do
not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain
names and other identifying information to protect confidentiality.
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This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com.
Copyright © 2013, Richard Ivey School of Business Foundation
Version: 2014-02-05
tC
On a sunny Florida afternoon in 2012, a group of local business people contemplated the state of foreign
investment and business in Orlando through Orlando International Airport (MCO). Understanding
Orlando’s foreign direct investment position was very important for the airport. Orlando’s international
experts and organizations attracted foreign investment to the Greater Orlando Area, which brought more
business through the airport and created greater potential for direct flights between Orlando and foreign
companies’ countries of origin. Also affecting the decision for foreign companies to set up business in
Orlando were variables such as perceptions of the city, its reputation, economic indicators, exports,
imports and quality of life. How could Orlando attract more business through the airport? More
importantly for MCO, which factors were most important for determining both the countries to pursue for
direct flights and how best to attract the appropriate airlines to offer direct flights?
ORLANDO INTERNATIONAL AIRPORT
No
Orlando International Airport was the 13th busiest airport in the country and the 29th busiest airport in the
world.2 With four parallel runways and 96 gates, MCO was capable of handling the largest aircrafts and
was larger geographically than Miami International Airport (MIA), Los Angeles International Airport
(LAX), and John F. Kennedy International Airport (JFK) combined.3 More than 30 domestic and
international airlines serviced the airport. Total airport revenue was diversified, which allowed one of the
lowest costs per passenger of the major airports in the United States.4
Do
A group of local business people wanted the airport to continue to attract new airlines and to expand its
services to new regions and countries. Orlando’s reputation as a tourist destination and the presence of
international companies and large domestic companies contributed to and supported the airport’s business
case to attract particular airlines to the area. As the airport pursued different airlines in different regions of
1
This case has been written on the basis of published sources only. Consequently, the interpretation and perspectives
presented in this case are not necessarily those of Orlando International Airport or any of its employees.
2
World City Information, “Orlando,” www.city-infos.com/orlando/, accessed on June 27, 2012.
3
Orlando International Airport Report, 2012.
4
Ibid.
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the world, other variables also became important, such as growth of travel between Orlando and a
particular region, underserved markets, and time and cost savings.
ORLANDO IN A NUTSHELL
Orlando’s history dated to 1838, when the U.S. Army built Fort Gatlin to protect settlers from attacks by
Seminole Indians during the Seminole Wars. First known as Jernigan, after the family who established the
first permanent settlement, the community was renamed Orlando in 1856, and the Town of Orlando was
incorporated in 1875.5
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The citrus industry spurred development in the 1880s, as better transportation was necessary to move the
goods to market. Between 1910 and 1920, the population doubled, and the community experienced a
building boom and grew to become a major city.6 In the early 1920s, millions of immigrants, speculators
and builders descended into Central Florida in pursuit of land. Land speculation spiralled out of control,
but the bubble burst in 1926, when construction slowed and many left Florida for the North. Then in
1929, the stock market crash ruined Orlando’s economy entirely. President Roosevelt’s New Deal
programs and the beginning of World War II brought Orlando’s economy back to life. Florida’s
population increased by 79 per cent during the 1950s; in the 1960s, the new government space industry
helped to fuel the economy. In the 1970s, Walt Disney World (Disney) opened, attracting 20 million
visitors in its first two years. Other attractions began to call Orlando home: SeaWorld in 1973, and
Universal in 1990.7 In 2010, the city of Orlando had a population of 238,300 making it the 79th largest
city in the United States. The Greater Orlando Area had a population of 2,134,411 and was the 27th
largest metro area in the United States.8
No
tC
Orlando was perhaps best known for its extensive tourism industry. On October 1, 1971, Walt Disney
World’s Magic Kingdom and two hotels opened in Orlando, setting the tone and the base for the area’s
infrastructure. Over time, Disney expanded its operations; in 2011, Disney was responsible for $18.2
billion9 in economic activity in Florida, 2.5 per cent of Florida’s gross domestic product, ties to one of
every 50 jobs in Central Florida and comprised 6 per cent of all jobs in Central Florida.10 As a premier
travel destination featuring a host of world-famous theme parks and attractions, accommodations, worldclass airports and one of the largest convention facilities in the nation, Orlando attracted more than 50
million visitors each year (see Exhibit 1). Visitors to Orlando came from all over the United States and
internationally (see Exhibit 2), including Canada, and the United Kingdom.”11 In 2010, 51.5 million
visitors spent $28.3 billion in the Metro Orlando area. This area included 453 hotel properties with
116,534 rooms and $13.4 billion annual earned wages. Tourism accounted for more than 216,000 direct
industry jobs and 24.4 per cent of private employment in the Metro Orlando area.12
5
City of Orlando, “City of Orlando’s History,” www.cityoforlando.net/cityclerk/history.htm, accessed on May 30, 2012.
City-Data, “Orlando: History,” www.city-data.com/us-cities/The-South/Orlando-History.html, accessed on May 30, 2012.
Frommers, “History,” www.frommers.com/destinations/orlando/0022020044.html, accessed on July 11, 2012.
8
World City Information, “Orlando,” www.city-infos.com/orlando/, accessed on June 27, 2012.
9
All currency amounts are shown in U.S. dollars unless otherwise noted.
10
P. Ling, “Disney’s Economic Impact on Florida,” Uptake, April 25, 2011, http://travel-industry.uptake.com/blog/2011/04
/25/disney-economic-impact-florida/, accessed on June 2, 2012.
11
Visit Orlando, “Orlando Visitor Statistics,” http://corporate.visitorlando.com/research-and-statistics/orlando-visitorstatistics/, accessed on June 2, 2012.
12
VisitOrlando, “State of the Market,” 2012, http://corporate.visitorlando.com/includes/content/images/media/docs/
State_of_the_Market_Apr2012.pdf, accessed on May 30, 2012.
Do
6
7
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Although tourism was admittedly the reason the area was so well known, Orlando was also home to many
other businesses and industries. According to Michael Shiffhauer, executive vice-president at Enterprise
Florida, a Florida business opportunities centre:
Orlando should be known for a variety of things: tourism, of course, but also the space program,
the simulation training industry, agriculture, the airport, the convention center. It should be
known for business as well, but there is a lot here that doesn’t necessarily get conveyed. The
message is not getting out and there is a lot that is not being told.13
The featured industries in the Orlando area included the following:
Technology – The region’s second largest industry was technology: “Orlando boasts a high-tech
ecosystem that has been building here since the 1960s, and which today is a strong technology
industry of 2,600 companies that employs more than 42,000 people. An established technology sector
means that companies growing or relocating to the area have immediate access to a high-tech
infrastructure that has been in place for decades. This [infrastructure] includes immediate access to a
tech-savvy workforce, renowned university research and development, unique partnership
opportunities, and a wide variety of organizations and facilities dedicated to helping technologydriven companies flourish.”14
Defence – Companies such as Lockheed Martin and Siemens had located facilities in Orlando.
Healthcare and Medical City – Healthcare had a major presence in the Greater Orlando Area. Lake
Nona medical city was a $2 billion medical campus that included a medical school, research
laboratories and hospitals. Countless other hospitals had established operations in the area: Florida
Hospital, Nemours Children’s Hospital and Orlando Regional Medical Center with its subsidiaries
Arnold Palmer Hospital for Children and Winnie Palmer Hospital for Women and Babies.
Modelling, Simulation and Training – The simulation and training industry in Orlando was the largest
cluster in the country. According to Thomas L. Baptiste, president and executive director of the
National Center for Simulation, “Orlando and Central Florida are the epicenter for modeling and
simulation. When you combine the power of the Research Park, close ties between a world class
university, industry, and Team Orlando you produce a synergy found nowhere else in the world.
Companies who want to be serious players in the modeling and simulation industry need to consider
focusing their efforts on Orlando and Central Florida.”15 The simulation and training industry in
Central Florida was comprised more than 100 companies, 12,500 direct employees and $3 billion in
gross regional product.16 As the plans for the medical center proceeded, potential for medical
simulation was also growing.
Space – Located just east of Orlando, the John F. Kennedy Space Center was “the nation’s gateway to
exploring, discovering and understanding our universe.” Although the space program ended in 2011,
Kennedy Space Center continued “to make history as America’s spaceport,” as it entered the new era
of commercial space flight.17
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



No
tC

Do
Another important part of Orlando’s economy was its exports. Florida was the fourth largest exporting
state in the United States, after Texas, California and New York, with exports reaching $64.8 billion in
13
M. Schiffhauer, personal interview, May 2, 2012.
Metro Orlando Economic Development Commission, “Top 10 Reasons,” www.orlandoedc.com/About-MetroOrlando/top10reasons.shtml, accessed on July 12, 2012.
15
Metro Orlando Economic Development Commission, www.orlandoedc.com/Industry-Strengths/Modeling-SimulationTraining/, accessed July 8, 2013.
16
Metro Orlando Economic Development Commission, “Modeling, Simulation & Training,” www.orlandoedc.com/IndustryStrengths/Modeling-Simulation-Training/, accessed on June 3, 2012.
17
Kennedy Space Center, www.kennedyspacecenter.com/ accessed on June 28, 2012.
14
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2011. Florida also had the highest trade surplus among all U.S. states. International business and foreign
direct investment in Florida sustained nearly one in six jobs with exports projected to double by 2014.18 A
branch of the World Trade Center was located in Orlando; the organization brought business and
government agencies involved in international trade together to promote and enhance the Orlando
economy.
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In addition to diverse industry presence, the Greater Orlando Area was also diverse in terms of people.
The Orlando MSA had a total population of 2,134,411; 10.45 per cent from Latin America first, then 2.65
per cent from Asia, 1.86 per cent from Europe, then 0.57 per cent from Africa.19 In Forbes magazine’s
2011 list of Best Cities for Minority Entrepreneurs, Joel Kotkin wrote “As the American economy
struggles to recover, its greatest advantage lies with its diverse population.” The Orlando-Kissimmee
metropolitan statistical area (MSA) ranked ninth on the list.20 Hispanics made up 22 per cent of the
population in the area, which had attracted more than 20,000 Hispanic-owned business operations to
Orlando. One out of every six people in Orlando was born outside the United States, the majority from
Latin America.21
FOREIGN BUSINESS PRESENCE IN ORLANDO
Identifying foreign companies doing business in Orlando was important for MCO, as it indicated traffic
between Orlando and foreign countries and potential underserved markets. According to a foreign direct
investment study of the Greater Orlando Area, 312 foreign companies conducted business in almost 800
separate locations across Central Florida’s seven-county area of Brevard, Lake, Orange, Osceola, Polk,
Seminole and Volusia.22
tC
The foreign companies engaged most often in manufacturing, services, wholesale trade and retail trade
(see Exhibit 3 and Exhibit 4); in fact, over 75 per cent the foreign-owned companies in the Greater
Orlando Area were involved in the following four sectors:




No
Manufacturing (88 firms)
Services (64 firms)
Wholesale Trade (49 firms)
Retail Trade (35 firms)
More than 30 foreign countries had a business presence in Orlando. More than three-quarters of the
foreign-owned companies were from the United Kingdom, Germany, Japan, Canada, France and
Switzerland (see Exhibit 5):
United Kingdom (60 firms)
Germany (51 firms)
Japan (37 firms)
Canada (32 firms)
Do




18
Enterprise Florida, “Florida’s 2011 Merchandise Trade & Florida-Origin Exports,” 2012.
Metro Orlando Economic Development Commission, “Diversity in Metro Orlando,”
www.orlandoedc.com/core/fileparse.php/98857/urlt/Demographics_DiversityinMetroOrl_2010.pdf, accessed on June 3,
2012.
20
Joel Kotkin, “The Best Cities for Minority Entrepreneurs,” March 31, 2011, www.forbes.com/sites/joel
kotkin/2011/03/31/the-best-cities-for-minority-entrepreneurs/, accessed on June 3, 2012.
21
Metro Orlando Economic Development Commission, “Orlando’s Diversity Provides a Competitive Advantage,”
www.orlandoedc.com/News/2008/11/orlandos_diversity_provides_a_1.php, accessed on June 2, 2012.
22
Research conducted by authors.
19
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France (21 firms)
Switzerland (19 firms)
Ireland (11 firms)
Italy (10 firms)
Sweden (10 firms)
DOMESTIC COMPANY PRESENCE IN ORLANDO
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Business in Orlando often revolved around the “Four D’s” — Disney, Darden, Defence and
Development. Disney’s development over time had provided the city with its international reputation as a
tourist destination. Darden, the world’s largest full-service restaurant company, was headquartered in
Orlando. The business represented several brands that were recognized internationally: Red Lobster,
Olive Garden, LongHorn Steakhouse, the Capital Grill, Bahama Breeze, Seasons 52 and, more recently,
Eddie V’s and Yard House. The company owned and operated more than 2,000 restaurants and employed
more than 180,000 people.23 Orlando’s defence industry had a gross regional product of $3 billion; such
companies as Lockheed Martin, Northrop Grumman and Booz Allen Hamilton had operations in Orlando.
Hand in hand with the defence industry was development, particularly modelling, simulation and training
(MS&T), which was prevalent in the Greater Orlando Area. MS&T was also expanding into healthcare:
With our region’s strong reputation for MS&T and the emerging life sciences cluster with the
Lake Nona Medical City and two of the nation’s top healthcare systems, Florida Hospital and
Orlando Health, Metro Orlando has seen a merging of these two industries into the medical
simulation sector which holds great potential for the region to be a leader.24
tC
A similar study of domestic companies in the Greater Orlando Area had identified 1,719 domestic
companies in nearly 2,200 separate locations across the six-county area of Brevard, Lake, Orange,
Osceola, Seminole and Volusia.25
The most common industries in the Greater Orlando Area were services, retail trade and public
administration; however, services represented more than half of the 1,719 companies. In total, services,
wholesale trade and public administration represented nearly 75 per cent of all companies:
Services (897 firms)
Retail trade (225 firms)
Public administration (159 firms)
No



Do
The same study also identified the largest 100 domestic companies by employment and the largest 100
domestic companies by sales volume. Forty-nine companies held a place on both lists. Of these 49
domestic companies, more than half operated in the service industry, 14 per cent operated in
manufacturing and 12 per cent operated in finance, insurance or real estate; these industries represented
more than 80 per cent of the 49 companies (see Exhibit 6):



Services (27 firms)
Manufacturing (7 firms)
Finance, insurance and real estate (6 firms)
23
Darden, “Our Brands,” www.darden.com/restaurants/, accessed on July 10, 2012.
Metro Orlando Economic Development Commission, “Orlando’s Defense Industry Continues to Grow,”
www.orlandoedc.com/News/2012/06/orlandos_defense_industry_cont.php, June 4, 2012, accessed on July 10, 2012.
25
Study conducted by authors.
24
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MIAMI INTERNATIONAL AIRPORT
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Roughly 43 per cent of these companies had business relationships with varying countries, including
operations, franchises, distributors and business interests. The most prominent countries were Canada,
United Kingdom, Mexico, Germany, France and Japan.
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Miami International Airport (MIA), located approximately 360 kilometres (225 miles) south of MCO,
was one of the busiest airports in the world, ranking 28th in the world for total passengers (see Exhibit 7).
More than 80 airlines serviced MIA, nearly 50 more airlines than were serviced at MCO. Miami had a
huge presence in the international marketplace. In 2010, Miami was the second busiest airport in the
United States for international passengers, behind only JFK in New York. Orlando was 15th on that list.
Miami was well-connected to Latin America, offering direct flights to many cities in Central America,
South America and the Caribbean. Direct flights to popular Canadian and European cities were also
available.26 MIA was ranked 27th in the world in total international passengers, behind such international
cities as London, Paris and Hong Kong.27 As a result of these statistics, Miami posed a real competitive
threat to MCO, as many travellers were willing to travel the 360 kilometres (225 miles) to bypass a
connecting flight to an international city.
TAKING OFF INTO THE FUTURE
To pursue the regions, countries and airlines with the most potential and greatest benefit to MCO, airport
management needed to evaluate the following key factors and variables:


tC
Passenger traffic at MCO
Foreign companies operating in Orlando
 Number of employees
 Sales volume
 Industries represented
Diversity of Orlando (in terms of population)
Lack of airline service (or underserved markets)
International locations where Orlando’s large domestic companies conducted business
No



Do
Surrounded by data, the executives set out to answer the key questions for success: What two or three
industries should MCO focus on attracting to Orlando? What countries were the dominant players in these
industries? How could MCO use this information to meet MCO’s real need: more airline business and
more direct flights? Wrapping up the meeting, the executives considered what they needed to get the new
ideas off the ground.
26
Miami International Airport, “Airport Statistics,” www.miami-airport.com/airport_stats.asp on Feburary 21, 2013.
Miami International Airport, U.S. and Worldwide Airport Rankings: Passengers and Freight, 2010, www.miamiairport.com/pdfdoc/Rankings-2010.pdf on February 21, 2013.
27
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Visitor Volumes
(millions)
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EXHIBIT 1: ORLANDO VISITOR VOLUMES, 2007–2011
2009
48.745
48.888
46.583
51.455
54.29
5.5
Domestic
45.907
45.515
43.319
47.780
50.50
5.7
Leisure
35.334
35.282
33.992
38.263
40.46
5.7
Business
10.574
10.233
9.326
9.517
10.04
5.5
International
2.838
3.343
3.264
3.675
3.79
3.0
Canada
0.783
0.910
0.865
0.960
0.99
3.3
Overseas
2.055
2.433
2.399
2.715
2.78
2.3
U.K
0.990
0.959
0.831
0.839
0.82
–1.85
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2008
Total
2010
f2011
% change
11/10
2007
Source: Visit Orlando, “State of the Market,” http://corporate.visitorlando.com/research-and-statistics/orlando-visitorstatistics/visitor-forecast/, April 2012, accessed on May 30, 2012.
EXHIBIT 2: INTERNATIONAL VISITORS TO ORLANDO, FLORIDA
2007
1,300,000
1,275,000
990,000
–
–
25,000
–
–
–
–
–
–
–
–
–
–
2,055,000
783,000
–
2,838,000
1,483,000
1,439,000
959,000
–
–
44,000
–
–
–
–
–
–
–
–
–
–
2,433,000
910,000
–
3,343,000
No
tC
Europe
Western Europe
United Kingdom
Germany
Belgium
Eastern Europe
Caribbean
South America
Argentina
Brazil
Venezuela
Central America
Africa
Middle East
Asia
Oceania
Total Overseas
Canada
Mexico
Total International
2008
2009
1,386,000
1,339,000
831,000
–
–
47,000
–
–
–
–
–
–
–
–
–
–
2,399,000
865,000
–
3,264,000
2010
1,462,000
1,422,000
839,000
–
–
40,000
–
822,000
–
–
–
–
–
–
–
–
2,715,000
960,000
–
3,675,000
2011
1,355,000
1,319,000
767,000
–
–
40,000
–
–
–
–
–
–
–
–
–
–
2,788,000
1,015,000
–
3,803,000
% change
11 / 10
–7.3
–7.2
–8.6
–
–
–10.0
–
–
–
–
–
–
–
–
–
–
2.7
5.7
–
3.5
Do
Source: Visit Orlando, “International Visitors to Orlando,” http://corporate.visitorlando.com/research-and-statistics/orlandovisitor-statistics/visitor-volumes/, accessed on July 10, 2012.
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EXHIBIT 3: FOREIGN-OWNED AND DOMESTIC-OWNED COMPANIES IN THE GREATER ORLANDO
AREA, BY INDUSTRY
Foreign-Owned
Companies
Source: Created by authors.
312
88
64
49
35
30
68
122
897
72
225
78
12
12
3
1
1
88
1
12
0
156
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Finance, Insurance and Real Estate
Manufacturing
Services
Wholesale Trade
Retail Trade
Transportation, Communications, Electric,
Gas and Sanitary Services
Construction
N/A
Agriculture, Forestry and Fishing
Mining
Public Administration
Domestic-Owned
Companies
EXHIBIT 4: FOREIGN-OWNED INDUSTRIES IN THE GREATER ORLANDO AREA, BY COUNTRY OF
ORIGIN
Number of total
businesses
Agriculture,
Forestry, and
Fishing
Germany
Japan
tC
United
Kingdom
Canada
France
Switzerland
Ireland
Italy
Sweden
60
51
65
32
21
19
11
10
10
1
1
0
1
0
0
0
0
0
1
0
0
0
0
0
0
0
0
3
2
1
1
2
1
1
0
0
5
17
13
7
8
6
7
3
1
10
4
4
0
2
2
0
0
0
Wholesale Trade
9
9
10
4
2
1
0
3
4
Retail Trade
3
7
5
5
2
1
1
2
1
Finance, Insurance,
and Real Estate
2
4
1
3
2
1
1
1
0
23
5
31
11
3
7
1
0
2
1
0
0
0
0
0
0
0
0
2
2
0
0
0
0
0
1
2
Mining
Construction
Do
No
Manufacturing
Transportation,
Communications,
Electric, Gas, and
Sanitary Services
Services
Public
Administration
N/A
Source: Created by authors.
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Page 9
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EXHIBIT 5: 312 FOREIGN-OWNED COMPANIES IN THE GREATER ORLANDO AREA,
BY COUNTRY OF ORIGIN
Do
No
tC
“OTHER” FOREIGN-OWNED COMPANIES IN THE GREATER ORLANDO AREA,
BY COUNTRY OF ORIGIN
Source: Created by authors.
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Page 10
Canada
United Kingdom
13
12
11
10
9
9
9
9
9
9
8
7
7
7
7
7
6
6
6
5
5
5
5
5
5
5
5
5
5
Panama
Poland
Romania
Saudi Arabia
Turkey
Bolivia
British Virgin Islands
Cayman Islands
Colombia
Czech Republic
Denmark
Finland
Lebanon
Lithuania
Malta
Norway
Philippines
Serbia
Venezuela
Azerbaijan
Bermuda
Bulgaria
Costa Rica
Croatia
Cyprus
Ecuador
El Salvador
Estonia
Fiji
Guam
Guatemala
No
tC
Mexico
Germany
France
Japan
Australia
China
India
Italy
Puerto Rico
United Arab Emirates
Singapore
Ireland
Malaysia
Portugal
Russia
Spain
Bahamas
Belgium
Brazil
Argentina
Aruba
Dominican Republic
Hong Kong
Jamaica
Korea
Kuwait
Qatar
Sweden
Taiwan
Country
4
4
4
4
Greece
Hungary
Indonesia
Israel
Netherlands
New Zealand
Oman
Do
Austria
Bahrain
Chile
Egypt
Number of
Companies
with
Relations
4
4
4
4
4
3
3
3
3
3
3
3
3
3
3
3
3
3
3
2
2
2
2
2
2
2
2
2
2
2
2
Country
Tunisia
Turks & Caicos
U.S. Virgin
Islands
Ukraine
Uruguay
Vietnam
Zambia
Afghanistan
Angola
Antigua
Barbados
Belize
Bosnia
Botswana
Ethiopia
Georgia
Ghana
Gibraltar
Guyana
Haiti
Jordan
Kazakhstan
Kenya
Luxembourg
Macau
Macedonia
Malawi
Maldives
Montenegro
Nicaragua
Pakistan
Papua New
Guinea
Paraguay
Sri Lanka
Swaziland
op
yo
Country
Number of
Companies
with
Relations
14
14
rP
os
EXHIBIT 6: INTERNATIONAL BUSINESS RELATIONSHIPS OF DOMESTIC COMPANIES IN THE
GREATER ORLANDO AREA, BY COUNTRY
2
2
2
2
4
Honduras
Latvia
Morocco
Mozambique
Northern Mariana
Islands
4
4
4
4
4
4
Peru
Slovakia
Slovenia
South Africa
Suriname
Switzerland
2
2
2
2
2
2
2
Tanzania
Trinidad &
Tobago
Uganda
Vanuatu
Yemen
Zimbabwe
Number of
Companies
with
Relations
2
2
2
2
2
2
2
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
1
Source: Created by authors.
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Page 11
Number of
Passengers
(2009)
Airline
Main Airport Hub
Africa/Middle East
Emirates Airline
27,454
Dubai International
Qatar Airways
10,212
Saudi Arabian Airlines
18,334
Doha International
Jeddah-King Abdulaziz
International
Asia/Pacific
rP
os
EXHIBIT 7: THE WORLD’S LARGEST AIRLINES (BY NUMBER OF PASSENGERS)
Headquarter
City
Country
Dubai
United Arab
Emirates
Doha
Qatar
Jeddah
Saudi Arabia
Kuala Lumpur
Malaysia
Beijing
China
14,253
Kuala Lumpur International
Air China
39,841
Beijing Capital International
Air new Zealand Group
ANA - All Nippon
Airways
12,368
Auckland
Auckland
New Zealand
44,562
Narita International
Tokyo
Japan
Asiana Airlines
12,372
Incheon International
Seoul
South Korea
Cathay Pacific
24,558
Hong Kong International
Hong Kong
China
China Airlines
10,024
Taiwan Taoyuan International
Taipei
Taiwan
China Eastern Airlines
44,043
Shanghai Hongqiao International
Shanghai
China
China Southern Airlines
66,279
Guangzhou Baiyun International
Guangzhou
China
op
yo
AirAsia
11,206
Soekarno-Hatta International
Jakarta
Indonesia
Hainan Group
JAL Group (Japan
Airlines)
17,879
Haikou, Hainan
China
47,952
Haikou Meilan International
Narita International and Tokyo
International
Tokyo
Japan
Jet Airways
12,039
Chhatrapati Shivaji International
Mumbai
India
Jetstar
Kingfisher Airlines
Korean Air
Lion Air
tC
Garuda Indonesia
10,233
Melbourne
Melbourne
Australia
11,060
Bengaluru International
Bangalore
India
20,410
Incheon International
Seoul
South Korea
13,377
Soekarno-Hatta International
Jakarta
Indonesia
11,947
Kuala Lumpur International
Kuala Lumpur
Malaysia
23,622
Sydney
Sydney
Australia
Shenzhen Airlines
15,109
Shenzhen Bao’an International
Shenzhen
China
Singapore Airlines
Thai Airways
International
16,480
Singapore Changi
Singapore
Singapore
18,477
Suvarnabhumi
Bangkok
Thailand
Virgin Blue Airlines
18,251
Brisbane
Brisbane
Australia
Malaysia Airlines
No
Qantas
Europe
10,382
Belfast International
Belfast
United
Kingdom
Air Berlin Group
27,911
Berlin-Tegel
Berlin
Germany
Air France KLM
713,394
Paris-Charles de Gaulle
Paris
France
Leonardo da Vinci-Fiumicino
Rome
Italy
Vienna International
Vienna
London Heathrow
London
Austria
United
Kingdom
Do
Aer Lingus
Alitalia
Austrian Airlines Group
British Airways
At
MCO?
21,728
9,945
31,825
yes
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Page 12
Number of
Passengers
(2009)
Airline
easyJet
45,164
Main Airport Hub
London Luton
Madrid-Barajas Airport and
Barcelona El Prat
Iberia Group
25,560
Lufthansa
55,589
Norwegian Air Shuttle
10,754
Flughafen Frankfurt am Main
Oslo Airport, Copenhagen,
Stockholm-Arlanda, HelsinkiVantaa
Ryanair
66,500
Dublin
SAS Scandinavian
Airlines
21,383
Swiss
rP
os
EXHIBIT 7 (CONTINUED)
Headquarter
City
Country
United
Kingdom
London
Madrid,
Barcelona
Spain
Frankfurt
Germany
At
MCO?
yes
Norway
Ireland
Denmark,
Norway,
Sweden
13,784
Zurich
Zurich
Thomson Airways
11,239
London Luton
London
Switzerland
United
Kingdom
Turkish Airlines
25,099
Ataturk International
Istanbul
Turkey
El Dorado International
Bogota
Colombia
op
yo
Copenhagen, Stockholm-Arlanda,
and Oslo Airport
Dublin
Copenhagen,
Oslo,
Stockholm
Latin America/Caribbean
Avianca
10,157
Gol Linhas Aereas
28,385
Congonhas
Sao Paulo
Brazil
LAN Airlines
15,406
Santiago International
Santiago
Chile
TAM Linhas Aereas
28,957
Guarulhos International
Brazil
yes
Canada
yes
North America
Alaska Airlines
American Airlines
Atlantic Southeast
Airlines
22,206
Montreal,
Quebec
Seattle,
Anchorage,
Portland
USA
Dallas, Fort
Worth
USA
Dallas/Fort Worth International
Hartsfield-Jackson Atlanta
International
Atlanta
USA
Houston
USA
George Bush Intercontinental
Hartsfield-Jackson Atlanta
International
Atlanta
USA
Ontario
USA
Toronto Pearson International
tC
Air Canada
15,561
85,719
13,170
45,573
No
Continental Airlines
Delta Airlines
ExpressJet Airlines
161,047
13,395
Hartsfield-Jackson Atlanta
International
Seattle-Tacoma Int’l , Ted Stevens
Anchorage International , Portland
International
yes
yes
10,261
LA/Ontario Int’l
Indianapolis
USA
JetBlue Airways
22,450
Denver International
New York
USA
Mesa Airlines
10,963
John F. Kennedy International
Phoenix
USA
Pinnacle Airlines
10,771
Phoenix Sky Harbor International
Memphis
USA
SkyWest Airlines
21,246
Memphis International
Hartsfield-Jackson Atlanta
International
St. George
Dallas, Fort
Worth
USA
USA
yes
O’Hare International
Chicago
USA
yes
Do
Frontier Airlines
Southwest Airlines
United Airlines
101,430
56,083
yes
US Airways
51,016
Phoenix Sky Harbor International
Tempe
USA
yes
WestJet
14,039
Calgary International
Calgary
Canada
yes
Source: Air Transport World — World Airlines Report 2010, www.nationsonline.org/oneworld/ major_airlines.htm, accessed
July 10, 2012.
This document is authorized for educator review use only by UTOMO SARJONO PUTRO, Institute Teknologi Bandung (ITB) until May 2023. Copying or posting is an infringement of copyright.
Permissions@hbsp.harvard.edu or 617.783.7860