November 2019
Passenger transport and operations consultancy North Star, has released its seventh annual Global Air-Rail Market Share Report. The report evaluates a sample of worldwide Market Share trends of rail connections to airports. North Star assessed a combined 60 million air-rail passenger journeys, which occurred during 2018, from a sample of air-rail operators in Australia, Malaysia, China, the United Kingdom, France and Austria. Whilst acknowledging the vast worldwide patronage that continues to use air-rail connections, North Star’s Managing Director Richard Brown recognised the ongoing headwinds facing the industry. Mr Brown reported that North Star’s analysed Market Share index increased in 2018 for the first time in three years.
“The industry continues to experience increased competition from ride share and car-hailing competitors”, reported Mr Brown. “Like many established industries, Air-Rail has been confronted with disruption”. Reflecting on North Star’s seventh report, Mr Brown observed the findings on marketing and fare promotions. “The long-term data indicates the persuasive evidence that investment in marketing supports Market Share growth”, he said. “And interestingly, a number of our operators have once again been successful in moving the Market Share dial via fare discounts and promotions. We are seeing a range of exciting approaches to marketing and fare pricing from many of our sample operators”.
Sydney Airport Link’s Chief Executive Tim Anderson, who oversees more than 9 million annual air-rail passenger journeys to Australia’s gateway airport commended North Star’s Report. “It’s very interesting to read North Star’s study and consider what is occurring around the globe”, he said. “Geographically we are very diverse, but there are many similar challenges and opportunities. This report gives us a common bond and creates conversations between us which help improve our operations.”
Vivian Chan of the Commercial and Marketing Division of Hong Kong’s Airport Express added, “The report is indeed a very interesting read which allows us to understand more about the strategies and tactics of the air-rail operators around the globe. It gives us new insights on how to improve our business and to provide better transport experience to the passengers.”
“The Market Intelligence Report has been become a reliable annual source of information and inspiration! As we continue to face stiff challenges from competitors and the marketplace, we are privileged to have access to a worldwide network of air-rail operators who willingly share their solutions to similar problems. We can adopt or adapt some of these unique approaches for our market, and hopefully, our strategies may also be of use to other operators.” Wei-Wen YEOW, Senior Vice President, Marketing Management, KLIA Ekspres, Malaysia.
“The Northstar Global Market Intelligence Report is a valid instrument for us to get overall knowledge about the international market and to further plan and adjust our own marketing and sales strategies. The results are vital in understanding how the market is driven. This year’s results are especially interesting as they show that marketing investment and the state of competitive modes are the biggest influencers in the industry.” Belina Neumann, Managing Director City Airport Train Vienna
