Speaker Biograghy: Michael is the joint CEO of AATS Group, trading as SkyBus Melbourne and Auckland. Prior to commencing this role (with fellow CEO Adam Begg) in September 2014, Michael was Director of the Heritage Corporate Group of companies, the pre-eminent advisor to key stakeholders that formed the Australian bus industry, including operators, government and suppliers. Michael holds a Bachelor of Commerce from Melbourne University. Personal fact: He is a keen cyclist, married to a talented artist, Lisa, and father of two children who share a coincidental deep passion for Liverpool Football Club.


Day 2 - 16 March
Session: Airport Cities & Transport Connections

11:25 - 11:55 - Case study: airport express bus services growing mode share
Synopsis: Where construction of an airport rail link cannot be justified, SkyBus provides core values of frequency, convenience, customer experience and value combined in an airport express bus service. Drivers of mode share and information/insight provided. Airport mass-transit customer segmentation marketing strategies/service delivery solutions utilised to maintain/grow market share. The September 2015 growth of SkyBus into the growing Auckland Airport provides another example of introducing SkyBus into an airport where mass transit historically struggled to maintain market share. The presentation will provide insight into strategies employed to develop/grow an airport mass-transit solution in an airport with no historical evidence of modal share success in this category

Audience will learn:

• Key success drivers for airport bus as a mass-transit solution
• The role of customer experience in growing mass-transit modal share
• The role and importance of key stakeholder alignment in successful mass transit as an airport solution