Why Dallas, Las Vegas, Orlando and Phoenix Are Viable Targets
People in our community often ask, “Why doesn’t RST just add more direct flights?” The truth is that attracting new air service is a detailed, data-driven process—and one we work on every day. Airlines make route decisions based on demand, profitability, and how well a new route would integrate with their existing flights, hubs and strategy. Our job is to show them that Rochester is a strong, sustainable market worth serving.
Here’s a quick look at how we do that.
Understanding Our Market
Every conversation with an airline starts with the same question: What’s happening in Rochester?
RST shares a clear picture of a fast-growing, economically vibrant region:
- 815,000 people live within a 75-minute drive of RST. That’s known as our “catchment area” in industry jargon.
- Our catchment is one of the fastest-growing areas in the Midwest, adding nearly 100 residents per day across the region.
- More than 42,000 people work at Mayo Clinic, and 3 million patients visit each year—driving year-round travel demand.
- More than $5 billion in development is underway across healthcare and research, fueling business travel and economic growth.
This is an overall market profile that is attractive to airlines, but airlines still need clear evidence that passengers will consistently choose RST over other airports. Showing loyalty to the local airport is one of the most important pieces of the puzzle.
Where Rochester Travelers Are Already Going
Airlines base decisions on real passenger behavior. We contract with an experienced air service consultant who uses federal travel data to analyze:
- Where people from our region are flying
- How many travelers currently drive to MSP (known as passenger leakage)
- Which routes show strong year-round or seasonal demand
Some of RST’s highest-demand unserved markets that currently show high volume and strong potential include:
Dallas/Fort Worth (DFW) – A major American Airlines hub with one-stop access to Mexico, Central America, South America, and dozens of U.S. cities.
Orlando (MCO), Phoenix (PHX), and Las Vegas (LAS) – The three most popular leisure destinations for Rochester travelers—strong fits for low-cost carriers and high-demand seasonal or year-round service.
Competitive Incentives for Airlines
To compete with airports of our size across the country, RST offers the maximum incentives allowed by federal law, including:
- Up to $250,000 in marketing support for new routes
- Minimum revenue guarantees, when available
You can view our full incentive program here.
Meeting With Airlines Year-Round
RST attends three to five national air service conferences each year, where we meet one-on-one with airline network planners. These meetings allow us to:
- Introduce them to RST (many have never been here)
- Share our catchment and growth story
- Present detailed demand data
- Outline why specific routes—like DFW, Orlando, Phoenix, and Las Vegas—would perform well
Network carriers look for strong connecting opportunities, while low-cost carriers want high-demand leisure markets. RST fits both models.
A Message to Our Community
We know many people want more nonstop destinations from Rochester—and we do, too. Attracting new service takes time, analysis, and national competition, but RST is actively pursuing the routes with the strongest potential.
One of the most important ways the community can help accelerate new service is simply by choosing to Flocal (Fly Local).
Our Flocal campaign encourages residents to start their trip at RST whenever possible. When airlines see strong local loyalty—more people flying from RST instead of driving to MSP—it strengthens our case for additional flights and new destinations. Increased usage today leads to increased service tomorrow.
Every RST ticket purchased shows airlines that this market is worth investing in. With community support, steady growth, and strong demand, we are confident that new service is achievable.
