verified from Broward County’s official numbers
We now know FLL handled:
35,208,611 passengers in 2024
To calculate the value of shifting just 1% from “search-dependent traffic” to “direct traffic,” we need to translate passengers → website visits → financial impact.
Below is the clearest way to show the value.
1% Digital shift impact for e.g., Fort Lauderdale (FLL)
If FlyFLL.com helped redirect just 1% of passengers from search-dependent access to direct access:
1% of 35,208,611 = 352,086 passengers
That’s 352,000+ people who:
- avoid search engines
- avoid distractions
- avoid OTAs
- arrive directly at FLL’s official site
- engage more deeply
- boost airport-owned data, visibility and revenue
This is the lowest possible value estimate — but in reality, the impact is bigger than it looks.
Why direct access matters financially.
When passengers use search engines, airports lose visibility to:
- airlines
- OTAs
- competitors
- paid ads
- incorrect or outdated links
Every search detour =✔️ less control✔️ less brand clarity✔️ less revenue✔️ more dependence on search engines.
Direct access eliminates all of that.
Even at $0.10 Impact per passenger → $35,208 in savings.
This is ultra-conservative.
- But airports typically value:
- website visits
- conversions
- parking
- concessions
- airline partner metrics
at far more than $0.10 per passenger.
At $1 per passenger → $352,086 in value.
Very realistic when you factor in:
- reduced SEM/PPC spending
- stronger partner visibility
- increased parking + concessions
- fewer OTA losses
- cleaner analytics
- operational efficiencies
- direct control over messaging
💰 At $5 per Passenger → $1,760,430 in value.
Also realistic for international airports.
Because—A single search detour can lead passengers to:
- the wrong terminal
- the wrong airline
- third-party travel sites
- competitor airports
- outdated information
- Small friction → big cost.
Direct access → valuable traffic → massive savings.
The real point.
A memorable, easy to type domain name like FlyFLL.com:
- reduces dependence on search engines
- cuts long-term search + advertising costs
- increases brand accuracy
- increases passenger trust
- boosts partner exposure
- strengthens parking + concessions revenue
- builds loyalty
- improves the entire customer journey
And all of that happens before the passenger reaches the terminal.
"Keyboard To Gate"
That’s why even a 1% shift is worth hundreds of thousands of dollars, and a 5–10% shift becomes worth millions per year.
