Oakland International Airport Eyes Rebrand to San Francisco Bay Oakland International Airport to Attract More Travelers
In a strategic move to enhance geographic recognition and attract more inbound traffic, Oakland International Airport (OAK), situated in the heart of the San Francisco Bay Area, is contemplating a significant name change. The Port of Oakland, the entity responsible for the airport’s operation, has proposed renaming it to San Francisco Bay Oakland International Airport, while retaining its original airport code OAK and visual branding.
This initiative emerged from a consultation process initiated in summer 2023, aimed at addressing the disparity between inbound and outbound travel demand. According to interim director of aviation Craig Simon, extensive market research and discussions with airline partners revealed that many routes have underperformed due to a lack of geographic awareness among potential travelers. This has made airlines hesitant to maintain or introduce new services at OAK. Despite adding 54 new routes from July 2008 to March 2024, the airport witnessed the discontinuation of 39 of these routes, along with six pre-existing destinations.
The proposed rebranding is part of a larger endeavor to improve overall passenger experience at OAK, which includes upgrading facilities such as the Terminal 1 check-in lobby and restrooms, as well as introducing new, locally-sourced concessions and dining options.
Airlines currently operating from OAK, including Southwest Airlines which represents approximately 80% of the airport’s capacity, have shown support for the name change. Southwest’s VP of marketing communications and strategy, Jennifer Bridie, expressed enthusiasm for the rebranding, emphasizing its potential to highlight OAK’s significance in the San Francisco Bay Area while maintaining its Oakland identity.
Presently, OAK offers nonstop flights to 42 destinations, the majority of which are within the U.S., along with international connections to Mexico and El Salvador. However, the airport has not hosted long-haul international flights since October 2019, following Norwegian Air’s withdrawal from the transatlantic market.
Oakland Mayor Sheng Thao highlighted the airport’s critical role in the local economy, providing 30,000 jobs and contributing $1.6 billion. The mayor supports the name change, viewing it as a strategy to secure more direct flights, thereby enhancing accessibility for travelers and potentially boosting tourism in Oakland and the wider region.
In 2023, OAK welcomed 11.2 million passengers, a slight increase from the previous year, and introduced services from three new airlines: Avianca, Viva Aerobus, and Sun Country Airlines.
The Port Commissioners are slated to review the proposed name change on April 11. If approved, the airport will commence the formal process of rebranding to San Francisco Bay Oakland International Airport, aiming to strengthen its position within the competitive Northern California aviation market.