We have a discussion with two experts in the arena - Mike Putman (www.travelteamconsulting.com) and John Cullom (www.theobcgroup.com).

Mike describes how he was part of a team that tried to acquire service from Southwest Airlines to Greenville, SC. John then describes how Southwest undertakes new air service.

From minimum revenue guarantees and other creative ways, destinations continue to compete for the economic engine that air service represents. The discussion is high level but offers destination marketers a sense of how the process works and the types of hurdles one has to overcome.