There are growing overlaps on traditional holiday destinations in the Mediterranean, which could spur a response if or when the travel companies begin to feel the competition. Consumer choice What is not in doubt is that a mix of low fares and relentless publicity is helping the new entrepreneurs to stimulate new demand, just as they did in the US early days. Unveiling another six routes earlier this year, O'Leary pointed to Ryanair's experience on the northern Italian destinations launched last year from London Stansted. On both Venice and Rimini/Bologna, Ryanair had built a market share of better than 20% within six months of start-up. As Go followed onto the routes, it gained a share of around 15-20%. On both routes, the market grew dramatically, suggesting that the new entrants, like their US counterparts, had stimulated new demand rather than robbing passengers from incumbents Alitalia and BA.