Published reports suggest Norwegian Air might re-establish the dormant transatlantic service from Bradley International Airport. It’s likelihood and success depends on support from the business community as well as changes in passenger behavior.
Kevin Dillon, executive director of the Connecticut Airport Authority, said the CAA has been in ongoing talks with numerous airlines, both domestic and international, about re-establishing Trans-Atlantic flights and long-haul service to the West Coast. “Trans-Atlantic service is an important part of the route structure and continues to be a top priority,” he said.
A standard package of incentives is being discussed with these airlines, Dillon said. Federal regulations say airports can only offer waived airport fees and marketing support. Incentives beyond that have to come from state and local governments, he said.
According to a NBC report, Norwegian Air has its sights set on smaller airports outside large metropolitan areas for flights to and from Europe. The discount airline is promoting fares as low as $99 between New York and Norway. No deal has been signed yet.
In 2007, Bradley received its first non-stop service to Europe when Northwest Airlines instituted an Amsterdam flight. It was discontinued in 2008 after Northwest merged with Delta and the recession reduced demand.
For 17 months from April 2013 to August 2014, Bradley also offered non-stop service to Los Angeles on American Airlines. Those flights were dropped when the airline couldn’t achieve a significant enough passenger base. The westernmost nonstop out of Bradley is to Las Vegas.
The airport authority has been working with the business community since 2012, Dillon said. During those talks the CAA determined that 23 companies within a short distance of the airport spend $40 million annually on Trans-Atlantic travel. “It’s a sizeable and significant market,” he said.
But, Greater Hartford is considered a difficult market for airlines to enter, Dillon said, “because of passenger behavior.” Travelers are willing to drive to Greater New York or Boston airports for international flights.”
Dillon said airlines want to know if that behavior will change. He said last-minute business travelers, for example, who need to be in London the next day will gravitate toward an airport with multiple-flight choices versus Bradley, which will likely only have one option.
“Once you get these services, you have to utilize them,” Dillon said in a phone interview. “We’re working with business to get them to understand you need to commit to utilization.” Business travel, Dillon added, is a core part of the financial model for Trans Atlantic travel, “but leisure travel is important as well.”
Another important component will be the opportunity to re-establish Trans-Atlantic cargo service. “We don’t make a lot of money as an airport on a square foot basis from cargo [because of its huge space requirements] but cargo is important to the airport because it’s a huge generator of employment. It’s important for the airport to be an economic catalyst.” In 2014, Bradley handled 232,271,106 lbs of cargo.
