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Financial Statements
• Furthermore, AIA did not only continue to provide a complete developmental package of incentives and marketing
support for airlines, but it also enhanced the Incentive Scheme offered to its Airline –Partners adding three more
incentives in its portfolio. These incentives are designed to support development and incentivize growth, focusing, at
the same time, on producing cost savings for the airlines. In specific, the “5th Freedom Traffic Rights’ Incentive” was
introduced, aiming at enhancing the attractiveness of Athens as an intermediate point, providing for discounts up to
1 million € per annum per airline, while the “Growth Incentive” is aimed at stimulating growth, by providing 100%
discount on Landing & Parking charges for airlines adding to their network 3 or more international routes out of
Athens within a calendar year. In addition to the above, acknowledging the extremely difficult situation of the Greek
Aviation market, AIA introduced a specially designed incentive for the Summer Period 2010, called “Passenger Seasonal
Incentive”, offering discounts for each additional passenger. In total during 2010, AIA’s aeronautical incentives and
marketing support benefited 44 airlines and offered more than 7 million euro.
• AIA’s consistent and active support to the airlines’ through its wide-scale and innovative marketing programme
became widely acknowledged by the airlines industry and rewarded twice during 2010. More specifically, AIA was
distinguished in the frame of OAG-Routes Airport Marketing Awards, both for Europe, during the ’10 European
Routes conference in Toulouse and globally during the 15th World Route Development Forum, in Vancouver. Airlines’
contribution to the airport’s performance in the course of 2010 was acknowledged by AIA for the 6th consecutive year
by accrediting the airlines for the most successful passenger traffic development during 2010.
• AIA was also awarded with the “Airport of the Year 2010” distinction, during the “Leaders in Aviation Awards”, within
the frame of the three-day Doha Aviation Summit hosted in Doha, Qatar. AIA was distinguished for its excellent
operation and quality of services, state of the art technology and innovation, along with AIA’s entrepreneurship and
business strategy. Judges highlighted the success of AIA’s business model, the airport’s significant contribution to the
national and local economy, and its responsibility towards its stakeholders. Moreover, AIA’s innovative incentive and
marketing support scheme offered to its airline partners, especially during difficult times for the industry, were highly
acknowledged.
• A Memorandum of Understanding was signed in December by the Greek National Tourism Organization (GNTO)
and Athens International Airport S.A. (AIA), for the materialization of coordinated joint actions, building on the
dynamics of the aviation sector as key for high quality tourism products and services. According to the Memorandum,
the common working grounds for AIA and the GNTO will include communication/advertising actions aiming at the
promotion of Greek tourism and the further development of airport traffic, the joint participation in international
exhibitions, conferences and meetings, the collaboration in market research surveys and the participation of the
GNTO in those already conducted by AIA.
Consumers
In 2010, AIA driven by its customer centric philosophy was focused on activities related to the enhancement of the overall
ambience, aesthetics and product offer so as to adjust to the changing consumer needs and promote sales in view of the
general unfavourable market background.
Within this context, eight new commercial units were added to the Shopping Centre portfolio increasing the product
offer in terms of product range and available selling points. These additions included, amongst others, a new retail
unit offering high quality museum replicas and souvenirs, and a new F&B unit offering freshly squeezed juices and ice
cream. Moreover an extensive refurbishment programme was implemented involving the renovation of seven units, four
of which being major units operated by the Hellenic Duty Free Shops (HDFS). A milestone in this programme was the
refurbishment of the main Duty Free/Travel Value store located at the Departures Intra Schengen Area selling perfumes
and cosmetics which received the “Best New Beauty Store” award in the World DFNI Product Awards.
Financial Statements as at 31 December 2010 (Amounts in Euros unless otherwise stated) Page 5 of 51
• Furthermore, AIA did not only continue to provide a complete developmental package of incentives and marketing
support for airlines, but it also enhanced the Incentive Scheme offered to its Airline –Partners adding three more
incentives in its portfolio. These incentives are designed to support development and incentivize growth, focusing, at
the same time, on producing cost savings for the airlines. In specific, the “5th Freedom Traffic Rights’ Incentive” was
introduced, aiming at enhancing the attractiveness of Athens as an intermediate point, providing for discounts up to
1 million € per annum per airline, while the “Growth Incentive” is aimed at stimulating growth, by providing 100%
discount on Landing & Parking charges for airlines adding to their network 3 or more international routes out of
Athens within a calendar year. In addition to the above, acknowledging the extremely difficult situation of the Greek
Aviation market, AIA introduced a specially designed incentive for the Summer Period 2010, called “Passenger Seasonal
Incentive”, offering discounts for each additional passenger. In total during 2010, AIA’s aeronautical incentives and
marketing support benefited 44 airlines and offered more than 7 million euro.
• AIA’s consistent and active support to the airlines’ through its wide-scale and innovative marketing programme
became widely acknowledged by the airlines industry and rewarded twice during 2010. More specifically, AIA was
distinguished in the frame of OAG-Routes Airport Marketing Awards, both for Europe, during the ’10 European
Routes conference in Toulouse and globally during the 15th World Route Development Forum, in Vancouver. Airlines’
contribution to the airport’s performance in the course of 2010 was acknowledged by AIA for the 6th consecutive year
by accrediting the airlines for the most successful passenger traffic development during 2010.
• AIA was also awarded with the “Airport of the Year 2010” distinction, during the “Leaders in Aviation Awards”, within
the frame of the three-day Doha Aviation Summit hosted in Doha, Qatar. AIA was distinguished for its excellent
operation and quality of services, state of the art technology and innovation, along with AIA’s entrepreneurship and
business strategy. Judges highlighted the success of AIA’s business model, the airport’s significant contribution to the
national and local economy, and its responsibility towards its stakeholders. Moreover, AIA’s innovative incentive and
marketing support scheme offered to its airline partners, especially during difficult times for the industry, were highly
acknowledged.
• A Memorandum of Understanding was signed in December by the Greek National Tourism Organization (GNTO)
and Athens International Airport S.A. (AIA), for the materialization of coordinated joint actions, building on the
dynamics of the aviation sector as key for high quality tourism products and services. According to the Memorandum,
the common working grounds for AIA and the GNTO will include communication/advertising actions aiming at the
promotion of Greek tourism and the further development of airport traffic, the joint participation in international
exhibitions, conferences and meetings, the collaboration in market research surveys and the participation of the
GNTO in those already conducted by AIA.
Consumers
In 2010, AIA driven by its customer centric philosophy was focused on activities related to the enhancement of the overall
ambience, aesthetics and product offer so as to adjust to the changing consumer needs and promote sales in view of the
general unfavourable market background.
Within this context, eight new commercial units were added to the Shopping Centre portfolio increasing the product
offer in terms of product range and available selling points. These additions included, amongst others, a new retail
unit offering high quality museum replicas and souvenirs, and a new F&B unit offering freshly squeezed juices and ice
cream. Moreover an extensive refurbishment programme was implemented involving the renovation of seven units, four
of which being major units operated by the Hellenic Duty Free Shops (HDFS). A milestone in this programme was the
refurbishment of the main Duty Free/Travel Value store located at the Departures Intra Schengen Area selling perfumes
and cosmetics which received the “Best New Beauty Store” award in the World DFNI Product Awards.
Financial Statements as at 31 December 2010 (Amounts in Euros unless otherwise stated) Page 5 of 51
