How BermudAir Plans to Boost Bermuda Tourism With Niche Routes and Expansion
by Marsha Mowers
BermudAir CEO, far right, says BermudAir sees itself as an extension of the island’s hospitality, not just a means of getting there.
Bermuda may be facing headwinds with hotel capacity constraints but BermudAir sees something else on the horizon: opportunity.
For Adam Scott, CEO of BermudAir, the island’s first home-grown airline, the future isn’t about following the strategies of the major U.S. carriers. It’s about doing what they can’t do. While large airlines rely on wide networks, mega-hubs, and high-density routes, BermudAir is built to fly differently and smarter.
“Our opportunity is simple,” Scott says. “We fly the right-sized aircraft for Bermuda.”
Scott spoke at Bermuda’s Partner Summit in October, as part of a State of the Industry Panel: Airline Outlook and Market Dynamics.
Scott told the crowd of 200 industry partners, that BermudAir’s Embraer fleet allows the airline to open routes that big carriers overlook. Those include smaller U.S. and Canadian cities where demand exists, but not enough to support larger jets. It’s a model that’s already proving itself with Halifax, NS by delivering visitors who may have never considered Bermuda before, and more markets are queued up for the months ahead.
“We’re stuck with you and you’re stuck with us,” Scott he told the crowd with a smile. “We’re here for Bermuda long-term, and we’re focused on what this community needs.”
That commitment extends beyond simply connecting flights to filling real gaps in the market: routes flown several times a week, reliable year-round service, and schedules that reflect how real travellers move today.
“Awareness is a challenge, but it’s one we’re solving.”
Seasonality has always challenged Bermuda’s airlift. Summer demand is strong, but winter has historically dipped even though the island has a variety of year-round offerings like golfing and historic sites.
“That’s the opportunity,” Scott emphasizes. “The island doesn’t get cold. It gets cooler. And that’s perfect for travellers looking for golfing, culture, history, and that authentic Bermuda experience.”
By positioning Bermuda as a year-round destination rather than a traditional beach market, Scott says the airline believes it can help even out visitor demand and grow shoulder-season traffic in a sustainable way.
“We are authentically Bermuda,” he says. “It all starts with our staff—smiling, proud, and representing this island the way it deserves to be represented.”
As a smaller airline, BermudAir doesn’t have the oversized marketing budgets of major carriers, but it does have the partnerships.
“We’re already working closely with the BTA, with the hotels, and with local stakeholders,” Scott says. “Bermuda succeeds when we work together to tell the island’s story and we’re proud to be part of that effort.”
