“Success today requires sources beyond the DOT, and that’s where Placer shines. From true catchment areas to the total movement of people between markets, including cars, Placer gives us the data we need to pitch and land new routes with our airline partners.”

~ Nico Mirman, Director of Air Service and Business Development

The Challenge

Valley International Airport seeks to replace service, add new route to Mexico

Valley International Airport (HRL) is the largest airport in Texas’ Rio Grande Valley (RGV) and is known as the “gateway to South Padre Island."

During the COVID-19 pandemic, border closures forced travelers that would normally have driven to Mexico to fly, creating strong demand for an existing flight. When the borders reopened, however, the carrier suspended service.

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Nico Mirman, HRL Director of Air Service and Business Development, knew that passenger demand was strong and the service performed well. His goal: prove passenger demand and land a new route to Mexico with a low cost carrier (LCC) that already operated other flights out of HRL.

‍The Solution

Catchment area and passenger origination data validate passenger demand

At HRL, select gates can be dedicated to specific routes, allowing Nico to geofence the Gate 1 area and study the previous seasonal route to Mexico. Compared to other airports with a smaller catchment area centered around a specific city, the centrally located HRL had the largest catchment area in the  valley, with people coming from cities throughout the Rio Grande Valley, such as McAllen and Brownsville, to take the Mexico flight.

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Additionally, Placer’s Visitors by Origin report provided a deeper analysis, noting the specific percentages of passengers coming from each of the nearby cities and showing that HRL passengers came from Harlingen, but also from Brownsville, McAllen, Mission, South Padre Island, Edinburg, and Pharr.

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‍The Outcome

SUCCESS: Low Cost Carrier (LCC) adds summer flight service to Cancun

With data on the catchment area and passenger origination, Nico successfully  pitched a Low Cost Carrier (LCC) on opening a summer route to Cancun. The flight is so successful that it commands the highest fare of the LCC’s U.S. to Cancun flights. The carrier has renewed the service for the following year.

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