Three Steps to Secure New Air Service at Routes Americas 2025

January 21, 2025
Captivating view from below as a plane flies overhead, framed by the lofty palms against a clear blue sky, evoking a sense of air routes.

Routes Americas, held February 10-12, 2025, is the premier event for aviation professionals in the Western Hemisphere. It’s where airlines, airports, and tourism authorities come together to forge new partnerships and map out the future of air travel in the region. 

If you’re aiming to attract new air services to your destination, this is your chance to shine. If you’ve already started collecting the resources and intel needed to attract routes, then the next step is to bring them to an event like Routes Americas.

But how do you stand out from the crowd and convince airlines to choose your location?

1. Data is Your Wingman

Airlines are data-driven. To convince decision-makers to invest in a new route, you need to present a compelling business case. This means going beyond celebrating the beautiful beaches and exciting attractions that we all know inspired travelers to visit.

Show that you know your market and provide detailed information about your target demographics, including their travel habits, spending power, and potential for both inbound and outbound tourism. 

Demonstrate evidence of existing demand for travel to your destination. Include passenger data from other routes, search trends, and market research indicating unmet travel needs to help plead your case. 

And, of course, showcase your airport’s capabilities, including capacity, runway length, and available facilities. Emphasize any recent upgrades or expansions that enhance efficiency and passenger experience. The more positive data and evidence you can bring to the table, the better.

2. Collaboration is Key

Routes Americas is all about building relationships. Align with your local airport, tourism board, and other stakeholders to present a united front when meeting with the airlines. A collaborative approach demonstrates commitment and increases your credibility, so prepare in advance to make sure everyone is on the same page.

Once at the event, don’t just wander the exhibition hall in hopes of connecting. Schedule meetings with key airline decision-makers in advance. Research their route networks and tailor your pitch to their specific needs and interests. Contact them before the event, making it more natural when you contact them after to schedule a follow-up meeting.

Make it clear that there is something in it for the airlines, as well. Create more interest in your destination by offering attractive incentives, such as marketing support, reduced airport fees, or even revenue guarantees for a limited period. A good partnership is 50/50, but prepare to contribute more than your share if it might seal the deal.

3. Tell Your Story Passionately

Data is essential, but don’t underestimate the power of storytelling. In addition to the clear evidence, marketers at Routes Americas should articulate what makes their destination special. Whether it is a cultural hub, an adventure paradise, or a haven for relaxation, make it known. Craft a compelling narrative that captures the essence of your location and emphasizes its unique selling proposition.

Use high-quality visuals to showcase your destination’s beauty and unique experiences. A captivating presentation or video can leave a lasting impression—and make airline decision-makers even more interested in visiting themselves. 

Infuse your interactions with the spirit of your destination. Offer local cuisine, showcase cultural performances, or share personal anecdotes that bring your story to life. There’s no limit to possibilities when it comes to creative storytelling—as long as the data and collaborative aspects are clearly there, as well.

Destinations need to increase air routes to increase visitation—that’s no secret. Reach out to Siobhan Chretien at siobhan.chretien@aboutdci.com to learn more about marketing directly to airlines with DCI.

Written by

Siobhan Chretien

Senior Director