Speaking at a Routes Talks discussion on how it markets itself, Wilco Sweijen, director aviation marketing, said the airport first started actively marketing itself to Britons more than 35 years ago.
And he added that the airport is well versed to react to any moves its competitors make, as the Heathrow runway saga rumbles on.
Sweijen said: “The world – and the aviation world in particular – is continuously changing; it is key to keep discovering new ways to increase your competitiveness. Competition makes the world a better place. If the competition gets tough then we will be tough and come up with something new.”
Amsterdam Schiphol is now the third largest European hub airport and recorded a 9% year-on-year traffic rise in 2016, growing passenger numbers to 63.6 million. It also has strong connections with the UK market via Dutch flag carrier KLM, which serves more UK destinations than any other airline.
Sweijen said Schiphol was now served by around 100 airlines, providing scheduled connectivity to more than 320 destinations.
He added: “We don’t collect airlines, we collect destinations. We want to connect Amsterdam to the world.”
Sweijen added that the airport was targeting the UK market as far back as 1981 when it ran advertising campaigns about its services in London and beyond.
He said: “We used to be known as London’s third airport and later as Heathrow’s third runway.”