How Rochester can fight airport passenger leakage and what’s at stake | Guest Opinion

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Every time a traveler opts to fly out of a nearby city like Buffalo or Syracuse instead of Greater Rochester International Airport (ROC), the city loses more than just ticket revenue. The ripple effects extend to parking fees, local business revenues, and, most critically, ROC’s leverage to attract new airlines and expand flight options. This phenomenon — known as passenger leakage — is a growing concern for regional airports across the country, and it poses a direct threat to Rochester’s economic vitality.

Airports are more than just transit hubs — they are vital economic engines. In a city where connectivity is essential to business development, the consequences of leakage are substantial. Every lost passenger not only represents diminished revenue for the airport but also reduces the economic activity at local businesses — from hotels and restaurants to retail outlets and transportation services. In an era where upstate New York cities are competing to stay relevant, protecting the future of local airports like ROC is critical to sustaining and growing the regional economy.

Smaller airports like ROC face significant revenue losses due to leakage. Each year, approximately 140,000 local travelers — about 20% of all passengers — choose to fly out of nearby airports instead. “We capture about 81-82% of travelers that should be flying out of Rochester,” explains Airport Director Andy Moore.

Beyond the direct financial impact, ROC’s ability to attract new airlines or expand its routes is compromised. “The airlines track all this information, and so when we talk about over 400 passengers a day going to other airports — whether it’s Buffalo, Toronto, Syracuse, NYC, even Pittsburgh or Cleveland — they are telling the airlines you don’t need to invest in Rochester, which is a message that we’re trying to correct,” says Moore. This situation becomes a vicious cycle: fewer flights lead to fewer passengers, further shrinking the airport’s ability to grow.

This issue isn’t confined to Rochester. Across the nation, small airports contribute over $90 billion annually to local economies, but as travelers increasingly choose larger hubs with more flight options, that revenue is siphoned away. The lost opportunities for job creation, local business growth, and economic development are significant. If cities like Rochester are to remain competitive, addressing this challenge is paramount.

Fortunately, ROC has already implemented several strategic initiatives to combat leakage and attract more travelers. These efforts aim not only to enhance the passenger experience but also to position the airport as a regional economic driver.

In mid-2024, ROC launched a $38.1 million modernization project aimed at transforming the airport into a world-class travel hub. This includes redesigning the main terminal’s entryway, ticketing, and baggage claim areas to improve navigation and comfort. The design features increased natural lighting, energy-efficient LED fixtures, and updated digital signage. Additionally, the renovation includes a Veterans Area upgrade to create a more comfortable and modern space for veterans and their guests, as well as the creation of a Frederick Douglass Legacy Area to honor his contributions and educate visitors. These aesthetic improvements are accompanied by significant infrastructure upgrades, including a new HVAC system, baggage handling enhancements, elevator modernizations, jet bridges, and the installation of a new parking guidance system.

In November 2024, ROC introduced a state-of-the-art parking guidance system — the first of its kind for airport garages. This system, utilizing green lights to indicate available parking spaces, simplifies the parking process, enhancing convenience for travelers. Moreover, in September 2024, ROC received $4 million in federal funding for additional infrastructure upgrades, a significant step in expanding the airport’s capabilities and improving the overall passenger experience.

These strategic investments position ROC as a top-tier travel hub, helping to reduce passenger leakage by improving efficiency and the overall travel experience. By modernizing its services and infrastructure, ROC is better equipped to meet the demands of regional travelers and attract new airlines and destinations.

Central to these advancements is the advocacy of State Sen. Jeremy Cooney, chairman of the Senate Transportation Committee. Recognizing the challenges posed by passenger leakage, Sen. Cooney has been instrumental in championing initiatives to enhance air travel options in Rochester. He has actively pushed for more direct flights from ROC to key destinations, aiming to reduce the number of travelers driving to other airports. In February 2025, he launched a petition to demonstrate public support for new routes to cities like Tampa, West Palm Beach, Houston, and Denver.

Sen. Cooney’s efforts are complemented by support from other elected officials. In June 2024, Gov. Kathy Hochul announced an $18 million grant for ROC as part of a broader initiative to revitalize upstate airports. This funding is allocated for various improvements, including the installation of the aforementioned new parking guidance system. Additionally, Monroe County Executive Adam Bello has emphasized the administration’s commitment to enhancing the passenger experience through strategic investments and proactive efforts to attract new airlines and destinations.

These collaborative efforts underscore the critical role of political leadership in advancing infrastructure projects that benefit the community. The combined advocacy of Sen. Cooney, Gov. Hochul, and local officials has been pivotal in securing funding and support for ROC’s modernization and expansion initiatives.

Why does this matter? It matters because airports are more than just places to catch a flight — they are crucial to the economic health and growth of the region. Every upgrade at ROC isn’t just about modernizing facilities; it’s about ensuring that Rochester remains connected and competitive on a national and global scale. Each improvement serves as an investment in the airport and, by extension, the city’s future.

If ROC continues on this path of modernization and collaboration, the potential for job creation and local business growth is profound. Projections suggest that the improvements at ROC could lead to a significant increase in passenger traffic, which in turn would increase demand for local services, expand employment opportunities, and create a more dynamic economy.

By committing to these critical upgrades, ROC is not only competing with larger hubs but also positioning itself as a key player in a thriving regional economy. The battle against passenger leakage isn’t just about convenience or ticket prices; it’s about the economic vitality of the community. When an airport thrives, so does the region. From creating jobs to expanding access to essential services, the ripple effects extend far beyond the tarmac.

In Rochester’s case, a strong airport isn’t just a transportation hub — it’s a catalyst for growth, opportunity, and a more connected future. As ROC continues to modernize and attract new carriers, it has the potential to lead the way in showing how smaller airports can have a major impact on the communities they serve. The work is far from over, but with continued momentum, ROC will be well-positioned to thrive and set an example for other cities facing similar challenges.

George Cassidy Payne is a widely published freelance journalist, and community advocate with a background in philosophy and crisis counseling. Payne works to address social justice issues and support community development. He is passionate about local economic growth and regional connectivity.