MIAMI -- Tampa and Orlando are locked in a battle to be the next destination of British Airways, which recently brought the Concorde to Miami and wants to expand its U.S. operations next year.
Orlando could have an edge over Tampa because of Disney World and Epcot Center, but the marketers could be swayed towards Tampa because of its beaches and stronger two-way market, John Power, British Airways marketing planner for U.S. operations in New York, said Monday.
British Airways marketing executive Bob Challens was in Florida last week studying the two cities.
Power said other U.S. cities are under consideration, but the Florida cities have an 'excellent chance' to win. He said one other city being considered is Pittsburg.
'There are some indications Tampa has a larger market base than Orlando,' said Power. He said Tampa has a large and mobile retirement community 'with a bent toward travel.' Tampa is also slightly cheaper for vacationers, he said.
'The dollar exchange rate at the moment makes any U.S. destination fairly expensive, not the least of which is Orlando,' Power said.
Another virtue of Orlando is it's an untapped market, without non-stop European service.
'It all comes down to a fairly simple consideration. You look at the size of the market as you can best forecast it. Look at the resources you need to acquire to get into the market and determine a reasonable return on your investment,' said Power.
Besides supersonic Concorde service three times a week, British Airways currently has daily 747 service between London and Miami at $770 round-trip in the peak of summer. Power said fares to Orlando or Tampa would be about the same.
British Airways couldn't get the new flights in the air before next summer because a two-year moratorium on United States-United Kingdom route expansion doesn't end until next March. The next deadline for applying for such service is Oct. 31.
'A number of issues have to be cleared up, not the least of which is the bilateral agreements,' Power said.
British Airways now flies to 12 cities in the United States.
