UPDATE: Allegiant Air Begins Newport News Service in November

By Amber Lester Kennedy Friday, August 19, 2011

An ad on Allegiant's website is already touting direct flights to Orlando from Newport News.

The airport made the announcement in a Tuesday morning press conference, 18 days after AirTran Airways announced it will pull out of the airport on March 9, 2012. AirTran was sold to Southwest Airlines for $1 billion on May 2.

Newport News/Williamsburg International Airport Executive Director Ken Spirito said AirTran’s announcement had been “very surprising to this community,” but that Allegiant’s decision to come to the airport before AirTran leaves was evidence of a robust market. “We are very confident in rebuilding our market,” he said.

Before the announcement was made, Allegiant had already begun promoting a $64.99 one-way fare to Orlando-Sanford International Airport on its website. The fare bumps to $92.68 with taxes and fees. Initially, Allegiant will offer four flights a week on Mondays, Wednesdays and Fridays.

The Las Vegas-based airline caters to travelers, linking small cities to “world-class destinations,” such as Orlando, Myrtle Beach, S.C., Las Vegas and Phoenix. The airline operates a fleet of 51 MD-80 and one 757-200 Boeing series jet aircraft, flying to 70 U.S. cities.

The company offers air travel on a standalone basis, but also bundles travel packages with hotels, car rentals and tickets to area attractions. Because Allegiant is a low-cost airline, travelers have to pay fees for advance seat assignments, priority boarding, beverages, snacks, pillows, blankets and baggage service.

Kristine Shattuck-Cooper, public relations manager for Allegiant, said the airline will see how the Orlando route performs before committing to add other cities. Spirito said Allegiant will provide a valuable service because Orlando was one of its top destinations. He said the airport is talking to other carriers about regaining direct flight service to major cities like Boston and New York.

Tourism leaders hope to convince Allegiant to also promote the Peninsula as a “world-class destination,” emphasizing attractions like Busch Gardens, Kingsmill Resort, Colonial Williamsburg, Jamestown and the Yorktown battlefield. Cooper said that although the company doesn’t usually market its small cities as destinations, it could work in this case. “There’s a lot of history there,” she said. “We will look to work with hotels and attractions to reverse traffic.”

Michele DeWitt, economic development director for the city of Williamsburg, said the Triangle “looks forward to convincing Allegiant it’s a world-class destination.” She said when Frontier Airlines entered the market, Frontier officials were treated to a day in Williamsburg, with an introduction to the area’s assets. If the Triangle decides to court Allegiant, it will be a shift from its emphasis on attracting travelers within driving distance.

“We normally present ourselves as a drive market, but the Economic Development Authority is very interested in talking with Colonial Williamsburg about the potential of becoming an air market,” DeWitt said.

Colonial Williamsburg spokesman Tom Shrout said the foundation experienced increased visitation from the Denver area when Frontier airlines entered the market. He said CW will work with the airport to court new carriers. "We are strong partners with the airport and will look to support their efforts to recruit new airlines into the market, as well as establish appropriate partnerships ourselves," he said.

Spirito said airport officials have touted the attractions in Williamsburg in its proposals to Allegiant over the past year. “I’m confident if this does well, Allegiant will want to grow this market as a destination,” he said.