Announced in November last year, the new BA service launched on Monday (June 5) and becomes the only direct flight between the UK and all of Ohio, Kentucky and Indiana.
Among those on the inaugural seven-hour flight from CVG to Heathrow were bosses from the Cincy Region, which is a partnership between Visit Cincy and meetNKY. It was created following the Covid pandemic to promote the central Cincinnati metropolitan area, which straddles three states.
Speaking to TTG, meetNKY president and chief executive Julie Kirkpatrick said initial reports from BA indicated forward sales were “very good”. She continued: “I think it’s very exciting to see the demand already. Most new routes take time to build demand, but this is being well utilised both ways already, and the demand is definitely building at this end [from the UK].”
The region currently attracts 23-26 million visitors a year, including a strong domestic market. Pre-Covid the UK was the region’s third largest source market, behind Canada and France, and Kirkpatrick hopes it will be in pole position by 2025.
She said the trade will be key to increasing UK visitor numbers, explaining: “We’ll spend from now until June 2024 on brand awareness and telling people where we are, and then expand into focusing on our niches, for example what there is for art fans and culinary fans and highlighting the Kentucky Bourbon Trail.”
The Cincy Region ran an educational event for 40 travel agents in London on Wednesday (7 June), including a cocktail making experience, and will launch a schedule of agent fam trips to the region in 2024.
The team are currently working on an online training course with specialist OTT, due to launch in early autumn, and can support the trade with suggested itineraries and collateral including postcards and magazines.
The route makes CVG the 27th American destination served by BA, and those departing on the inaugural flight from CVG to Heathrow enjoyed British-themed refreshments at the departure gate, alongside entertainment from musicians and performers.
The service operates five times weekly during the current summer season and four times weekly during the winter. The route will be served by aircraft including the Boeing 777 and Boeing 787, and all aircraft will offer Club World (business), World Traveller Plus (premium economy) and World Traveller (economy) cabins.
Kirkpatrick urged agents keen to learn more about the region to visit visitcincy.com or contact the Cincy Region’s UK and Ireland international marketing consultant Viara Challier on viara.challier@btinternet.com.
For an introduction to the Cincy Region, the key experiences your clients can try and some top culinary recommendations, you can watch TTG’s webinar here.
